African Thought and Western (European) Misconception: An Afrocentric Paradigm

Masoga, Mogomme Alpheus; Shokane, Allucia Lulu

doi:10.1080/18186874.2023.2222541

Cited by 3 publications

(1 citation statement)

References 36 publications

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“…The falsehood and superimposing often take the form of displacing the language and values of the targeted audience, 'liguicide' and 'liguifam', as referred to by Masoga and Shokane (2023), and deculturation. It substitutes it with a 'fictional' language and milieu which evoke a sense of refinement and sophistication, and thereby lofty and preternatural aspirations of grand illusion, complete with a panoply of mortgaged material objects.…”

Section: Quantitative and Qualitative Profile Of Advertisingmentioning

confidence: 99%

The motif of billboard texts of adverts in four cities: Apropos of Bantu and African languages

Maake

2023

Inkanyiso

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Advertising, which is but one link in the value chain of marketing, is the hallmark of the postmodern world, ubiquitous and dominant in all public spaces and spheres of life. A random count of billboards, posters, and electronic and digital advertisements can attest to this without recourse to systematic empirical evidence. However, there is a need to interrogate the basis of this status quo, its ‘superstructure’ and ‘base’, and address the impact of advertising on African peoples and their values; how they are influenced and directed in public sphere in African localities, where their values should be predominant. The impetus that inspired the thematic exploration of this article is that in public spaces where indigenous languages and values should logically be dominant, they are marginalised and patronised, in ways that are cynical and are an instrument of capitalist motives and agenda. This article seeks to explore manifestations of this marginalisation and undermining of values of speakers of Bantu and other African languages in advertisements, a genre that is so ubiquitous that it imposes a subliminal crisis among indigenous languages speakers, who are demographically in the majority on the African continent. The impact of this genre pervades spaces in languages, in style, diction, and undertones that have an ideological impact in environments and settings where African languages and values are expected to be predominant, or at least should indigenously and logically be strongly anchored. This premise is the base of my inquiry.Contribution: This dominance is achieved by means of visual and textual images of advertisements that have sought to ‘sustain alienation’ and establish subordination of the consumer.

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Section: Quantitative and Qualitative Profile Of Advertisingmentioning

confidence: 99%

The motif of billboard texts of adverts in four cities: Apropos of Bantu and African languages

Maake

2023

Inkanyiso

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African Cultural Case: Reexamining Apologia in Communication Theory

Onwumechili,

Akpan

2024

International Journal of Sport Communication

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The image repair theory, alluded to by the situational crisis communication theory, assumes two conditions that require a public oral rhetorical defense. The conditions are that (a) an act is reprehensible and (b) the person or organization is responsible for the act. However, those theories have been largely tested in the Western world, where individualism has primacy over the community. In this work, we argue that rhetorical defenses during image crisis and repair cannot escape the cultural dictates of its social environment. We advance situations in Africa and the United States that demonstrate the differences in the concept of collectivism and individualism and their impact on image and crisis situations. In the African example, we use Blessing Okagbare’s drug-testing case to demonstrate involvement of her community or collective, and in the Western cultural example we use Sha’Carri Richardson’s drug-test case to compare. The key point, overall, is to demonstrate that image-repair incidences in Africa and the West are not encountered similarly, and thus, a universal process of the image repair theory and situational crisis communication theory is not recommended. Instead, we recommend modification of both theories to account for the cultural differences.

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Bricolage, transdisciplinarité et justice cognitive : les défis d’une sociologie afrocentrée au Québec

Traoré

2022

Cahiers de recherche sociologique

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African Thought and Western (European) Misconception: An Afrocentric Paradigm

Cited by 3 publications

References 36 publications

The motif of billboard texts of adverts in four cities: Apropos of Bantu and African languages

The motif of billboard texts of adverts in four cities: Apropos of Bantu and African languages

African Cultural Case: Reexamining Apologia in Communication Theory

Bricolage, transdisciplinarité et justice cognitive : les défis d’une sociologie afrocentrée au Québec

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