Abstract
Drawing from postcolonial theory and subaltern studies, this essay contributes to research in communication on humanitarian aid to Africa by using methods of rhetorical criticism to analyze how 3 popular viral video campaigns represent African agency. I argue that although representations of agency in the campaigns differ, they all reinforce Western assumptions about Africa to varying degrees, and entrench imperialistic power relations by portraying African agency in Western-centric ways. I examine absences and silences in the aid rhetoric with a focus on alternatives to current representations of agency, and propose that placing an emphasis on representations of collective agency could provoke a shift away from Western-centrism in aid campaigns and reinvigorate theoretical discussions of representation.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
