Identity and culture in theorising African perspectives of communication: The case of an African cinematic model

Abstract

Since communication refers to the sharing of information by any effective means, there is no doubt it entails the ability to make meaning of realities. In this sense, communication is cultural as much as it is human. Since that is the case, its theories cannot be fabricated in the abstract, but must be anchored in people's everyday lifestyles and cultures. Hence, like every other discipline, Africanising communication science is as much a possibility as theorising its perspectives from African contexts and experiences. Focusing on the negative challenges confronting the continent might make scholars see only the difficulties that problematise the application of theories to Africa's reality, which only betrays the Anglo-American stereotypical views of the continent. The argument is made here that the starting point of any theory of communication has to lie with the identity and culture of those involved in the communication process. Specifically by using selected films from Africa, this author considers the exploration of African identity and culture (from a bottom-up paradigm) as the primary starting point to tease out relevant theories of communication for and from an African cultural context.