SPORT UTILIZATION AS AN ‘OTHER’ FRAMEWORK FOR DEVELOPMENT COMMUNICATION

  ABSTRACT  The area of sport is one field that has grown in no small measure especially in the context of global spread and significance. Sport has a form of peculiar nature among other professions, and also due to the definitions given to it in the various extant body of knowledge consulted. Another important aspect is that of development; which is an essential phenomenon that societies cannot do without in order to attain full human and material potentials required for proper existence. Development communication deals with a look at methods and perspectives that may be employed to realize development. In doing this, every plausible concept needs to be explored, which is what forms the basis for this work. This paper points attention to an area (sport) which seems to be less considered with regards to development communication discourse, and critically in relation with the current realities of  the less developed  societies across the  world. Discussion was focused on areas  of development communication, and importantly the utilization of sport as  a plausible method to realize development, and ways by which mainstream conversations revolving development issues can utilize the inherent values provided by sport in contemporary times.    KEYWORDS: Sports, Development, Utilization