This paper makes a case for the study of organizational communication as essential to development communication. It briefly traces the history of development communication and how mass media became synonymous with development communi- cation. The assumptions underlying mass media's pre-emi- nence is revisited in order to make a case for organizational com- munication in an African environment. In the later sections, it describes a model for the study of development systems and organizational communication components.
Onwumechili, Chukwuka, "Organizations: New Directions for Development Communication" (1996). Department of Strategic, Legal, and Management Communications Faculty Publications. 39.