Evolving 'Discoarse' into Discourse: Ubuntu as a Normative Basis

ABSTRACT

Democratic discourses are increasingly devolving into mudslinging matches where communicators attack their opponents—sometimes in crude and hostile ways. Underlying this type of discourse is the normative assumption that human affairs are inherently conflicting and best governed through struggles and contests. When considering why some discourses warrant re-examination and how this can be achieved, the role of culture and ethics becomes apparent. While our prevalent culture of adversarialism unearths many important facets of discussion, its discourses can also obscure valuable insights and foster division where collaboration is possible and quite possibly desirable. As such, contrasting normative approaches are worth considering. The African philosophy of ubuntu offers such an alternative as it espouses a harmonious and cohesive way of relating to fellow human beings that contrasts and complements individualist facets. It provides the space to evolve discourses in ways that support cooperative societal structures and practices.

Keywords:

• ubuntu
• public discourse
• media
• communication
• journalism
• Africa