Thomas Anomoaphe ALEMOH, Ph.D, Department of Mass Communication, Taraba State University, Jalingo, Nigeria.
Lucy ISHIMA, Department of Mass Communication, Kwararafa University, Wukari, Taraba State, Nigeria
There is no doubt that modern communication technologies are pervasive and have become a global phenomenon; nevertheless the rate of technological development differs among various regions of the world. In some parts of the world, particularly Africa, traditional modes of communication do not only exist, but they flourish in some quarters and remain relevant and significant, even in contemporary times. This article attempts to explore how one of such traditional channels of communication: leaf is currently used among three tribes in Nigeria. It is interesting to note that up till now, a leaf, whether fresh or dry, serves several communication functions in this part of the world. These are discussed here under two major headings of news/information and advertising. The article also argues that the use of traditional communication systems is evidently not the exclusive preserve of Africa as attested to by some practices elsewhere in the world. It is important to note that traditional channels of communication are used not simply because of poverty of the users but they are target audience driven and have the advantages of immediacy, cost effectiveness and being culture specific to reach immediate audience in the locality.
Keywords: Leaf, communicative element, visual communication, Nigerian cultures, traditional media.