INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XII December 2025  
Oramedia as a Tool for Women's Mobilization for Community  
Development in Southeast Nigeria  
Ozumba Emeka1 Prof Nwammuo, Angela Nkiru2  
1Department of Mass Communication, Chukwuemeka Odumegwu Ojukwu University, Igbariam  
2Prof. Department of Mass Communication, Chukwuemeka Odumegwu Ojukwu University, Igbariam  
DOI: https://doi.org/10.47772/IJRISS.2025.91200005  
Received: 10 December 2025; Accepted: 18 December 2025; Published: 30 December 2025  
ABSTRACT  
This study examined the effectiveness of oramedia communication forms in mobilizing women for community  
development during August Meetings in Southeast Nigeria. Specifically, it sought to determine the dominant  
oramedia forms used for mobilization, identify those applied in conveying development messages, assess  
challenges associated with their use, and analyze factors influencing their effectiveness. A mixed-method  
research design combining quantitative and qualitative approaches was adopted. The study involved a sample of  
270 women leaders selected from a population of 2,770 using a multistage sampling technique across  
communities in the Southeast geopolitical zone. Data were collected through a structured questionnaire with key  
women executives actively involved in the August Meetings. Quantitative data were analyzed using descriptive  
statistics and regression analysis. Findings revealed that folk drama and plays were the most commonly utilized  
oramedia forms for mobilizing women during the August Meetings. These traditional communication channels  
significantly enhanced women’s participation in health campaigns, sanitation exercises, cooperative fundraising,  
and community infrastructure projects. However, challenges such as low participation among younger women  
and the declining perception of oramedia as a serious communication tool limited its effectiveness. The study  
recommends strengthening hybrid communication strategies that integrate traditional and modern media to  
promote inclusive, women-led community development in Southeast Nigeria.  
Keywords- Oramedia; Women mobilization; Community development; August Meetings; Southeast Nigeria  
INTRODUCTION  
Community development is vital to societal growth and transformation. It is a process that entails pooling of  
resources especially where resources are scarce to execute programmes/projects targeted at addressing the needs  
of the people felt. In Nigeria, particularly in the South East region, community development is often championed  
by women during the annual August Meetings. These meetings provide a platform for women to mobilize and  
participate in community development initiatives. However, the effectiveness of these initiatives depends largely  
on the communication forms and mobilization strategies deployed. Communication is central to rural and  
community development and its impact on overall development of all sectors of any nation’s economy can never  
be neglected. It further confirms that effective communication is essential in dissemination of information,  
raising awareness and mobilizing communities towards collective action, and in addressing pressing socio-  
economic challenges.  
Thus, when women meet as a group to discuss community development, they are said to engage in participatory  
communication which fosters atmosphere of dialogue, cooperation, mutual respect and sharing of initiatives.  
This community engagement thrives on development communication which is a process of utilizing  
communication forms and techniques to facilitate positive social change, community development and  
improvement in the overall well-being of the people. Adebayo & Balogun, 2019 refers to development  
communication as a branch of communication studies that emphasizes the strategic use of communication to  
promote social change and development, particularly at the grassroots level. Therefore, to facilitate  
understanding and achieving of consensus, the women adopt traditional communication modes (songs, dance,  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XII December 2025  
dramas, storytelling) that promotes collective action on issues that are important to them with the goal to achieve  
improvement in the overall well-being of the people.  
In the context of women’s participation in community development, effective communication ensures that  
women are informed, empowered, and actively involved in decision-making processes. As noted by Okafor and  
Eze (2020), communication platforms that encourage dialogue and feedback enhance collective action, leading  
to more inclusive and sustainable development initiatives. Therefore, adoption of culturally embedded  
communication forms such as oramedia is essential in promoting women’s mobilization and participation in  
community development projects.  
Community development relies heavily on participatory communication, where local populations are actively  
engaged in discussions and decision-making processes. Participatory communication fosters inclusivity,  
ensuring that community members, especially marginalized groups such as women, contribute meaningfully to  
development initiatives (Obi & Longe, 2020). According to Oke and Fawole (2019), when communication is  
culturally relevant and accessible, it enhances community ownership of development projects, leading to their  
sustainability and success. Traditional forms of communication, including oramedia (oral media), play crucial  
role in mobilizing communities for development. Oramedia consists of indigenous communication methods such  
as storytelling, songs, drama, folktales, town criers, and communal meetings, which are deeply rooted in African  
cultural systems (Nwankwo, 2020). These communication forms are articularly effective in rural settings where  
literacy levels may be low, allowing for the transmission of messages in a manner that resonates with the local  
audience (Akpan, 2019).  
Statement of the Problem  
The August Meeting remains a major platform for women’s mobilization for community development in  
Southeast Nigeria, with oramedia traditionally serving as a key medium for communication and collective action.  
However, there is limited empirical evidence on how effectively oramedia is currently used during these  
meetings to convey development messages and mobilize women. It is also unclear whether oramedia remains  
influential in the face of growing reliance on modern and digital communication channels.  
In addition, little is known about the specific challenges and enabling factors affecting the effectiveness of  
oramedia, including generational differences, cultural relevance, and resource availability. This gap makes it  
difficult for policymakers and development practitioners to design communication strategies that are culturally  
grounded and effective. This study addresses this gap by examining the role, effectiveness, and limitations of  
oramedia in women’s mobilization during August Meetings in Southeast Nigeria.  
Objective of Study  
Generally, the study was designed to investigate the effectiveness of oramedia communication forms in  
mobilizing women for community development during August meeting in Southeast, Nigeria. Specifically, the  
following goals were set to be achieved in this study:  
1. To determine the oramedia communication forms used during August meetings to mobilize women for  
community development in Southeast Nigeria.  
2. To find out the oramedia communication forms mostly used in conveying community development messages  
during August meetings.  
3. To ascertain the challenges in the use of oramedia communication forms in fostering collective action  
among women during the August meeting in Southeast Nigeria.  
4. To find out the approaches to community development that suit oramedia forms during August meeting in  
South East Nigeria.  
5. To identify factors that limit the effectiveness of oramedia communication forms in mobilizing women for  
community development during August meetings  
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LITERATURE REVIEW  
Relevance of Oramedia in Modern Communication  
Despite advancements in digital communication, oramedia remains a significant tool in rural areas where access  
to modern technologies is limited. For instance, in Nigeria, oramedia has been effectively used to communicate  
climate change adaptation strategies, helping to enhance public awareness and participation in sustainable  
development initiatives (Nwafor & Aghaebe, 2025). Additionally, contemporary media platforms such as radio  
and television have integrated oramedia elements to make their messages more culturally relatable and effective  
(Wilson, 2023).  
Oramedia is a crucial component of traditional communication that continues to influence contemporary media  
practices. It serves as a means of preserving cultural heritage, mobilizing communities, and educating  
individuals. Even with the rise of modern communication  
technologies, oramedia remains a relevant and powerful tool for grassroots engagement and community  
development  
Understanding August Meetings as a Platform for Mobilization  
The August Meeting is an annual congress held by Igbo women in Nigeria every August. This event serves as a  
significant homecoming, bringing together Igbo women from both urban areas and the diaspora to their  
matrimonial villages. The primary objectives of these gatherings include community development, conflict  
management, human development, and other socio-economic and cultural initiatives (Ugwubude 2019)  
The "August Meeting" is a significant annual gathering among Igbo women in southeastern Nigeria, serving as a  
platform for community development, conflict resolution, and socio-economic initiatives. This tradition  
underscores the pivotal role women play in fostering communal growth and cohesion within Igbo society. The  
August Meeting is a product of the Catholic Women Organisation (CWO) formed by Mrs Okoye of Onitsha  
Province, before the Nigerian Civil War. It is an annual event among the Igbo tribe in the Eastern part of Nigeria,  
intended to foster empowerment, reorientation and mobilisation of women for community building and political  
participation. (Victor Ejike, 2023).  
The evolution of the August Meeting can be traced back to the colonial era, marked by mass urbanisation and  
social upheaval. As Igbo women migrated to urban centres, they sought to maintain connections with their rural  
roots. This gave birth to the “Home and Abroad” meetings, providing a platform for discussing development  
issues and preserving the link between urban and rural communities. As part of the event, Igbo women in Nigeria  
and the diaspora wear clothing of certain colours and styles throughout August and the first week of September.  
Central to the August Meeting tradition is the concept of inclusivity and unity. All married women in the  
community are expected to participate, with attendance considered compulsory. Not attending is strongly  
discouraged, with permission for non-attendance granted only on grounds of ill-health, childbirth, or  
bereavement.  
Today, the August Meeting stands as a beacon of cultural pride and empowerment within Igbo society. Beyond  
its role in preserving tradition and fostering community cohesion, it serves as a catalyst for social change and  
progress. Discussions at the meeting encompass women’s rights, gender equality, education, entrepreneurship,  
and language preservation. In essence, the August Meeting transcends a mere gathering; it symbolises strength,  
unity, and resilience, embodying the collective spirit of the Igbo people and their commitment to shaping a future  
rooted in tradition and progress.  
Development communication Conceptualized  
Bourn (2015) posits that Development communication refers to the use of communication to facilitate social  
development, adding that Development communication engages stakeholders and policy makers, establishes  
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conducive environments, assesses risks and opportunities and promotes information exchange to create positive  
social change through sustainable development. Nora and Quebral (2020) expanded the definition, calling it  
"the art and science of human communication applied to the speedy transformation of a country and the mass of  
its people from poverty to a dynamic state of economic growth that makes possible greater social equality and the  
larger fulfillment of the human potential" Jamias (2018) articulated the philosophy of development  
communication, informing that it is anchored on three main ideas: purposive, value- laden, and pragmatic.  
Owuamalam (2022) asserts that poverty in communication format selection for development can stunt  
advancement and improvements within communities and nation-states. He therefore advocates the use of  
appropriate development communication strategy as tonic that can stimulate active audience participation in  
community development projects. How effective is oramedia as a strategy of development communication to  
women who assemble in their respective communities for their August meetings in Southeast Nigeria becomes  
an issue to be investigated in the current study. According to Melcote (1991) in Waisbord (2021), the ultimate  
goal of development communication is to raise the quality of life of the people, including; to increase income  
and wellbeing, eradicate social injustice, promote land reforms and freedom of speech. Development  
communication techniques include information dissemination and education, behavior change, social marketing,  
social mobilization, media advocacy, communication for social change, and community participation.  
Theoretical Framework  
This study is anchored on Participatory Communication Theory and supported by Development Communication  
Theory to explain the role of oramedia in mobilizing women for community development during August  
Meetings in Southeast Nigeria.  
Participatory Communication Theory emphasizes dialogue, community involvement, and shared ownership of  
the communication process. Rather than viewing people as passive receivers, the theory sees development as a  
process driven by local participation and cultural relevance. This framework is particularly suitable for this study  
because oramedia operates through interaction, performance, storytelling, and collective discussion, which are  
central to August Meetings. The findings showing that songs, drama, and performances are the most effective  
mobilization tools reflect the participatory nature of oramedia, while the reduced engagement of younger women  
highlights a weakening of participatory structures due to modern media influence.  
METHODOLOGY  
Research Design  
This study adopted a quantitative survey research design to examine the role of oramedia in mobilizing women  
for community development during August Meetings in Southeast Nigeria. The design enabled the systematic  
collection of numerical data to measure patterns, relationships, and predictive effects among the study variables.  
Area and Population  
The study was conducted in Southeast Nigeria, covering Abia, Anambra, Ebonyi, and Enugu States. The  
population consisted of 2,770 women leaders who coordinate August Meeting activities across communities in  
the region.  
Sample and Sampling Technique  
A sample size of 350 respondents was determined using Yamane’s formula. Questionnaires were proportionally  
distributed across the four selected states, and 270 valid responses were retrieved and analyzed. A multistage  
sampling procedure was applied involving purposeful selection of states, stratification by senatorial districts,  
proportional allocation, and systematic random selection of respondents within communities.  
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Instrument and Data Collection  
Data were collected using a structured questionnaire comprising demographic and analytical sections. Items  
were measured on a four-point Likert scale (Strongly Agree to Strongly Disagree) to capture respondents’  
perceptions of oramedia effectiveness, utilization patterns, and influencing factors.  
Validity and Reliability  
Instrument validity was ensured through expert review and pilot testing. Reliability was established using  
Cronbach’s Alpha (α = 0.82), confirming internal consistency.  
Data Analysis  
Data were analyzed using SPSS (Version 20). Descriptive statistics (means and standard deviations) addressed  
the research questions, while Pearson correlation and simple regression were used to test the hypotheses at the  
0.05 level.  
Data Presentation and Analysis  
Oramedia Forms Used for Mobilization  
Table 1: Oramedia Forms Used for Mobilization During August Meetings  
Item  
Mean SD  
Decision  
Accepted  
Folk songs are often used to sensitize women for August Meetings  
Proverbs and idioms are widely applied to encourage women’s participation  
Storytelling is commonly used during discussions to buttress critical issues  
Traditional dances and performances are effective tools for mobilization  
3.04  
2.06  
2.71  
3.14  
.751  
1.156 Rejected  
.750  
Accepted  
1.086 Accepted  
1.237 Accepted  
Folk drama and plays are frequently used to enhance community development 2.93  
Grand Mean  
2.77  
.416  
Accepted  
Interpretation:  
Performance-based oramedia forms—particularly traditional dances, folk songs, drama, and storytelling—are  
commonly used to mobilize women during August Meetings, while proverbs and idioms are less frequently  
applied.  
Oramedia Forms Used for Conveying Development Messages  
Table 2: Oramedia Forms Used to Convey Development Messages  
Item  
Mean SD  
.664  
Decision  
Accepted  
Folk songs are effective for passing health and sanitation messages 3.21  
Proverbs are used to communicate moral and ethical lessons  
Storytelling helps explain community development needs  
2.17  
3.00  
1.220 Rejected  
.813 Accepted  
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Folk plays highlight economic empowerment messages  
Traditional performances convey unity and cooperation  
Grand Mean  
3.11  
3.15  
2.93  
.905  
.997  
.503  
Accepted  
Accepted  
Accepted  
Interpretation:  
Respondents agree that oramedia is effective in communicating development messages, especially through  
songs, drama, and performances, while proverbs play a limited role.  
Challenges Associated with Oramedia Usage  
Table 3: Challenges Associated with Oramedia  
Item  
Mean SD  
Decision  
Some women do not take oramedia seriously  
Lack of trained performers limits effectiveness  
Dialect/language differences hinder understanding  
2.78  
2.42  
2.31  
0.95 Accepted  
1.07 Rejected  
0.96 Rejected  
1.01 Accepted  
0.91 Rejected  
Younger women prefer modern communication platforms 3.12  
Oramedia oversimplifies development issues  
Grand Mean  
2.18  
2.56  
.98  
Accepted  
Interpretation:  
The major challenge identified is declining participation among younger women, while language barriers,  
performer competence, and message simplicity are not perceived as significant constraints.  
Compatibility of Oramedia with Development Approaches  
Table 4: Compatibility of Oramedia with Development Approaches  
Item  
Mean SD  
Decision  
Accepted  
Accepted  
Accepted  
Accepted  
Suitable for self-help projects  
Promotes health campaigns  
3.27  
3.30  
.890  
.748  
.835  
.878  
Fundraising and cooperatives supported by songs and drama 3.33  
Useful for peacebuilding  
Proverbs and storytelling teach accountability  
Grand Mean  
3.08  
2.09  
3.01  
1.178 Rejected  
.45 Accepted  
Interpretation  
Oramedia aligns strongly with participatory development approaches such as fundraising, health campaigns,  
self-help projects, and peacebuilding.  
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Factors Limiting Oramedia Effectiveness  
Table 5: Limiting Factors Affecting Oramedia  
Item  
Mean SD  
Decision  
Accepted  
Accepted  
Accepted  
Cultural relevance  
Credibility of performers  
3.17  
2.54  
.907  
.975  
.807  
Availability of costumes & instruments 3.35  
Education level  
2.45  
3.15  
2.93  
1.071 Rejected  
1.158 Accepted  
Support from community leaders  
Grand Mean  
.50  
Accepted  
Interpretation:  
Structural and cultural factors—rather than education level—significantly shape the effectiveness of oramedia  
in women’s mobilization.  
Test of Hypotheses  
Hypothesis One (H₀₁):  
There is no significant relationship between oramedia use and effective women’s mobilization.  
r = .218, p < .001  
R² = .047; F(1,263) = 13.09; β = .282  
Interpretation:  
Oramedia use significantly predicts women’s mobilization, though with modest explanatory power. The null  
hypothesis is rejected.  
Hypothesis Two (H₀₂):  
Compatible development approaches do not significantly predict women’s mobilization.  
r = .425, p < .001  
R² = .180; F = 58.133; β = .506  
Interpretation:  
Development approaches compatible with oramedia are stronger predictors of women’s mobilization than  
oramedia use alone. The null hypothesis is rejected.  
DISCUSSION  
Performance-Based Oramedia and Women’s Mobilization  
The findings from table 1 demonstrate that women’s mobilization during August Meetings is largely  
performance-driven. Folk songs, drama, and traditional dances dominate mobilization efforts, underscoring the  
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participatory and expressive nature of oramedia. This supports earlier scholarship that describes oramedia as  
“people’s media,” rooted in communal ownership, dialogue, and shared cultural experience (Ugbajah, 1985;  
Wilson, 2008). Performance-based communication enhances attention, emotional engagement, and collective  
identity, making it particularly effective for mobilization.  
Oramedia as a Development Communication Strategy  
Table 2 shows that Oramedia proved effective in communicating health, sanitation, unity, and economic  
empowerment messages. These findings align with Entertainment-Education and Theatre for Development  
perspectives, which argue that culturally grounded performances bridge the gap between information  
dissemination and behavioural response (Singhal & Rogers, 1999; Manyozo, 2012). The limited role of proverbs  
suggests a shift away from abstract symbolism toward more demonstrative and experiential communication  
forms.  
Generational Shifts and Emerging Communication Tensions  
Amajor challenge according to table 3 is the declining engagement of younger women, driven by their preference  
for modern and digital communication platforms. This reflects broader transformations in media consumption  
and supports arguments by Servaes (2008) and Waisbord (2014) that participatory communication systems must  
continually adapt to remain legitimate and credible within changing social contexts.  
Compatibility of Oramedia with Development Approaches  
The findings in table 4 indicate that oramedia is highly compatible with participatory development approaches  
within the context of August Meetings in Southeast Nigeria. The high mean scores recorded for self-help  
projects, health campaigns, fundraising, cooperative activities, and peacebuilding suggest that oramedia  
functions effectively in collective, action-oriented development settings. These approaches typically require  
shared understanding, emotional engagement, and community ownership—elements that are naturally  
embedded in oramedia forms such as songs, drama, and performances.  
The strong acceptance of fundraising and cooperative activities supported through songs and drama underscores  
the mobilizing power of performance-based communication, which encourages participation and reinforces  
communal responsibility. Similarly, the suitability of oramedia for health campaigns and peacebuilding reflects  
its ability to simplify complex issues, foster dialogue, and promote consensus in culturally meaningful ways.  
Structural and Cultural Conditions for Effectiveness  
From table 5, the findings show that the effectiveness of oramedia is strongly influenced by resource availability,  
cultural relevance, and leadership support. These findings reinforce participatory communication theory, which  
emphasizes enabling environments and institutional backing as prerequisites for sustained community  
engagement. The rejection of education level as a limiting factor confirms the inclusive nature of oramedia,  
supporting Ugbajah’s (1985) position that its strength lies in its accessibility across literacy levels.  
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