Fourth International Conference on Communication & Media Studies

Abstract

This paper discusses results from a study exploring the relationship between theories people use in their everyday lives directly linked to the development of their communities. The study used farmers, civil servants, students, and pupils, as well as opinion leaders, mostly based in the rural areas of Malawi in understanding this phenomenon. A purposive, as well as a stratified sampling method, was used in a sample of 100 people representing 1000 people in their areas. The study explores the influence of the Bandura Social Cognitive Theory, as well as the two step model of communication people, have been using even before these theories were in place. It also explores how best these theories can be used to help speed up the developing process, especially in the fields of Agriculture and Health. The study argues that unless countries know how best these theories can be used, the learning processes will lag behind and may retard the development process in Africa and around the world. It is expected that the study may be beneficial in other countries, particularly in Sub-Saharan Africa.