Traditional and Digital Communication Strategies in Gender-Inclusive Development Projects in Adamawa State, Nigeria

This study was driven by the need to understand how traditional and digital communication strategies shape gender-inclusive development outcomes in Numan, Adamawa State, Nigeria, where communication systems remain divided along socio-cultural and technological lines. The challenge lies in the continued dominance of traditional, leader-based communication channels alongside the slow and uneven uptake of digital platforms, resulting in limited integration and unequal participation, especially among women in development processes. The study is anchored in Diffusion of Innovations Theory, which explains how new ideas and technologies spread within a social system over time. This framework helps to examine the gradual and selective adoption of digital communication tools in relation to already established traditional systems of communication and authority. A quantitative research design was adopted using stratified sampling within Numan Local Government Area. A total of 100 questionnaires were physically distributed, out of which 94 were retrieved. Primary data were collected through face-to-face field engagement, and the data were analysed using scientific tables. The findings show that communication is still dominated by community meetings and local leaders, while digital platforms remain underutilised. Trust is highest in traditional communication strategies, especially through traditional leaders, whereas digital channels record lower levels of credibility and usage. The study concludes that communication is in a transitional phase, where traditional systems continue to dominate despite the presence of emerging digital tools. It recommends a hybrid communication approach, stronger roles for community leaders in inclusive communication, improved NGO-led messaging, focused on women, and expanded digital access through telecom and regulatory support.