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ABSTRACT
The history of communication research and theory has been dominated by epistemological, ontological, and methodological perspectives from the global North, yet there is a lot that the field can benefit from embracing nuanced discourses and knowledge from the global South with regard to manifestations of popular communication in specific socio-historical and political contexts. Cognizant from the imbalances in global knowledge production in the field of communication, this study foregrounds the unique and compelling theoretical and empirical contributions of the global South to the field of communication. The paper also discusses various genres of popular communication in Africa highlighting what makes them similar as well as different from those found in the global North.
Acknowledgements
I would like to thank the three anonymous reviewers and the editor for their insightful comments.
Disclosure statement
No potential conflict of interest was reported by the author.
Notes
1 In this study, the term global South is used loosely to refer to African, Asian, Latin American, and Middle Eastern countries who are also members of the Group of 77. The intergovernmental organization is largest entity, which provides the means for the countries of the South to articulate and promote their collective economic interests and enhance their joint negotiating capacity on all major international economic issues within the United Nations system, and promote South–South cooperation for development. The global North includes the Group of 8 and the five permanent of the UN Security Council.
2 This relates to the interpenetration of old and new media logics resulting in new hybrid forms of mediality.