The Cogency of Melkote's ‘Another Development’ for Development Communication in the Third World

‘Development’ has continued to influence the world politics, economy and communication. It is an instrument of hegemony by Europe and the West against the rest of the world for stereotypical political and economic analysis. It has dressed communication in controversies regarding sustainable communication for development through the deployment of mass media and ICT in Africa. Scholars like Srinivas Melkote have submitted reasons for communication failure in this regard. He has hypothesized better communication strategies to salvage the Third World. By investigating Melkote, this paper established that to fix the distortions of the dominant paradigms communication policies, designs, plans and projects implementation in Africa, development communication must be indigenous.