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Though development communication has been theorized about and practised in African countries since the late 1950s and more so after independence, there has not been a consistent effort to continuously review it in the light of advances in general research on media and communication. One aspect of the communication process which has received attention -and also raised debate and controversy -is the issue of what audiences do with the media products (or texts) which they are exposed to and howdoi:10.4314/jsda.v16i1.23866 fatcat:u4a2dqbgajcb3bl52ao56scmni