Ubuntuism as a Foundation of Media Ethics in Zimbabwe? Journalists’ Perspectives and Discontents

Abstract

There are debates on the relevance of Eurocentric normative frameworks for studying the media in post-colonial Africa. Emerging from these debates is a rebuttal of the dominant Western-derived paradigms for the conceptualisation of journalistic norms, values and practices. Given that the dominant Western liberal models for normative media ethics are incongruent to the needs of Africa, there is a growing call to reconceptualise media ethics anchored upon alternative epistemologies and moral foundations such as ubuntuism. Although there is existing scholarship on ubuntuism as a framework for media ethics in Africa, none of these studies has focused particularly on Zimbabwe. Using the 16 August 2019 (hereafter August 16) protests as a photojournalistic “moment” as a frame, this article explores the views and perspectives of Zimbabwean journalists on their understanding of media ethics and professionalism. Further, it probes the possibilities of ubuntuism as a moral foundation of journalistic practice in the country. Journalists’ views are diverse and contested on the nature and practice of media ethics in the country. Although ubuntuism is touted as a normative framework for media ethics, the Western liberal perspectives remain dominant. As such, post-colonial theory offers a useful approach to understanding the interconnections, contradictions and tensions underpinning media ethics in post-colonial Zimbabwe.