Traditional modes of communication

The modem means of mass communication, press, radio, TV, telephone etc., are an integral part of today’s modern world, without which life can hardly be imaginable. But how did communication actually work before mass media came into being, and before the spreading of the P written Word? Taking a look at other cultures and our own past, opens up interesting fields of information.

1. It is unanimously recognised that communication is an essential element of each epoch and every society. Traditional forms of communication are for instance myths; storytelling; songs; proverbs; religious rituals; artistic, musical, dance and theatrical elements, as well as ornaments depicted on pottery textiles and wood. These forms differ greatly from each other, bemg characterised - among others - by their own particular society, and by economical, social and religious characteristics. Myths give witness to reflections and observations of nature and human beings. They convey a view of life, depicting the position of human being. On this basis, values and standard are shared and rules laid down conceming behaviour towards nature and relationships between men.

2. Traditional communication fulfils several functions, just to name a few:

a) The passing on of knowledge and experience (agricultural, social, botanical, meteorological, etc).

b) One further aspect of traditional communication is the conveyance of moral concepts: moral and social standards such as legal patterns which rule the coexistence of human being, their dealings with natural resources, and regulates their behaviour towards foreigners.

Examples are to be found in stories, songs and proverbs, in which virtues are rewarded and weaknesses punished. (What is to be understood by virtue or weakness is laid down by the respective society on grounds of its human and worldly concept).

c) Other myths and tales give the answer to questions of vital significance to human being, such as the sense in grief, of illness and death. These helped - and still help - by overcoming such situations.

d) Information concerning historical events concerning society as a whole, or ancestral tales serve to form the identity of a person or a society, and strengthen their solidarity.

Activities which from a utilitarian point of view seem meaningless (e.g. story-telling, dancing, singing, performing of religious ceremonies), play however a not unimportant role in the functioning of social order and the ensuring of economic foundations. In this way traditional communications serve finally the survival of the group itself. Traditional forms of communication are ritually repeated on special occasions, e.g. of annual or lifetime celebrations. In this way they renew and prove their worth and experience, and in so doing are communicated to the younger generation.

Traditional communication forms are a part of the culture of the relevant society. Tl-rey are familiar to the members, are used by them and understood by all. Very often they take the form of social events (e.g. parties, celebrations).

3. In comparison, in modem industrial society the content of knowledge and entertainment often falls apart; knowledge is often reduced to intellectual knowledge, while entertainment not seldom lacks a spiritual background.

Referentes to own culture and the connection between the communication content and own vital matters are - in this age of mass media - no longer given: Programmes are produced where financial hacking is available, with the result that both Indio children in the Andes, as well as slum-dwellers in the large cities of India, are - via foreign television - presented with programmes which not only give no answers to their problems, but wherein lie also the danger of foreign cultural infiltration.

4. These dangers and deficiencies however can be overcome through appropriate use of modem communication means: In this respect it is decisive that in all peoples and groups, increasing interest is shown in the use of modem media and to take part in respective training programmes. On the one hand this gives the possibility of authentically portraying the elements of traditional culture (e.g. entertainment, dance, song, etc.), through modem media. In this way, members of the respective cultures discover that they also are seen and heard, and their culture respected. On the other hand, today in all comers of the world, modem cultural basis organisations are becoming noticed. They themselves produce print- radio and video programmes, and in this way support the efforts of NGO’s and other groups in a responsibly fashioned present and future.

Those on the edge of society are no longer just passive consumers of programmes and information from a foreign world. They now have a mouthpiece through which they can make known their own perspectives.

As with traditional communication means, the connection between life and survival is given once again here, as well as the active participation and involvement of al1 groups in the task of solving problems. Communication is no longer a one-way-Street ruled by a dominant society. It would be

desirable if this type of media work could fmd its rightful place in society as a whole at national and intemational level, as also here the number of contributions received “from the South” are steadily diminishing.