In traditional South African society, African philosophy played a central role in shaping social and political structures. Collective decision-making was the norm, often expressed through the rich use of poetry and idioms that embodied indigenous philosophical thought emphasizing a deep connection with nature as a source of originality and wisdom. However, the arrival of colonialism, and particu-larly the apartheid regime, silenced this philosophical voice. The situation worsened with the intro-duction of Western technology, which is rooted in the principles of individualism an ideology funda-mentally misaligned with the communal orientation of South African society. This paper explores the suppression of African philosophical thought, imposed by colonial forces and the apartheid system, particularly in the period before 1994. It examines ways to revive and empower African philosophical voices, aiming to reestablish them as influential forces in shaping the behaviour of contemporary discourse. The paper also highlights the importance of Ubuntu in African philosophy as a tool and vehicle for communication and morality. Hence, the paper adopts a qualitative research methodology for critical analysis of the role of African philosophy in shaping South Africa’s politically digitalized behavioural landscape in the post-covid-19 era. The findings suggest that technology shapes the be-haviour of people in this highly politically digitalised landscape, especially in the post-covid-19 era where media is the first point of reference. Thus, the paper concludes that the adoption of Western-centric models and technologies has not only displaced traditional African values but also contributed to ongoing political behaviour and cultural crises in the post-covid-19 era.
Marumo et al. (Tue,) studied this question.