INTEGRATING DEVELOPMENT COMMUNICATION AND INDIGENOUS KNOWLEDGE SYSTEMS FOR MODERN DEVELOPMENT COMMUNICATION PRACTICE IN BAYELSA STATE, NIGERIA: EXPERTS' OPINION

This study aims to examine the integration of indigenous knowledge systems (IKS) and development communication practices to advance sustainable development. The objective of this study was to explore ways to incorporate IKS into development communication strategies that promote sustainability. The study is grounded in three theories: Indigenous Communication Theory, Bricolage Theory, and Diffusion of Innovation. A qualitative research design was adopted using focus group discussion as a data collection tool. The findings show that indigenous knowledge systems constitute a valuable resource base for local communities and are inextricably linked to modern development communication practices. Further findings revealed that integrating indigenous knowledge with development communication can significantly strengthen cultural identity, foster innovation and knowledge sharing, promote behavioral change, and encourage participation to support sustainable development. However, this area has long been neglected. Based on these findings, the study concludes that combining indigenous knowledge systems with development communication practices creates an innovative hybrid approach. The study also stated that integrating these fields improves understanding, enhances the implementation of development initiatives, and encourages collaboration and participation among development partners. Consequently, the researcher recommends adopting a hybrid approach that incorporates indigenous knowledge systems into development communication to promote sustainable development