Decoloniality and the push for African media and communication studies

This introduction presents an overview of the key concepts discussed in the subsequent chapters of the book. The book introduces possibilities opened up by Fanon and Ngugi’s writings for historicising African media and communication studies. Chasi similarly responds to the call to carve out space for African theories for the discipline. Chasi asks if strategic communication can be separated from violence and warfare, and draws implications utilizing ubuntu as an approach for African strategic practice. W.J Greeff argues that it is problematic that corporate communication theories mainly originate and speak from Western/Euro, particularly American, perspectives. Greeff then uses Fanagalo to explicate how management strategies born from Western/Euro-American ideologies are not equipped for handling or understanding an African workplace reality. Her chapter concludes that corporate communicators need to filter theories and their applications through an Afrokological understanding. It is only once this is done that a true understanding of African organisations, their cultures and members will be gleaned.