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June 18, 2026

De-westernization and de-neocolonisation in media and communication discourse: An African perspective of global expectations

Key Points

This study aims to reassess the de-westernization and de-neocolonisation discourse in media and communication from an African perspective.
Conducted in-depth interviews with mass communication lecturers from three universities in Bayelsa State, Nigeria.
Focused on the concepts of media imperialism and electronic colonialism within the framework of electronic colonialism theory.
Identified Euro-centric dominance in media discourse as a result of lack of intellectual activism among African scholars.
Revealed the need for a paradigm shift in African philosophy concerning media and communication.

Abstract

Abstract The epistemological, ontological, and axiological assumptions of the de – westernization and de – neocolonisation discourse in media and communication need critical re - assessment in perspectives. In the light of the foregoing, this study intends to evoke a paradigm shift in African philosophy regarding media and communication discourse. It sought to revisit the debate on the de – westernization and de – neocolonisation of media and communication discourse and related concepts such as media imperialism, electronic colonialism, Afrocentric ideas, pop culture, ideology, and power discourse. The study is bed rocked within the framework of the electronic colonialism theory. The method of study adopted is the in-depth interview. The study population consists of mass communication lecturers from three universities in Bayelsa State, Nigeria. Findings reveal that the Euro-centric dominance in media and communication discourse is due largely to the lack of intellectual activism and nonchalant attitude or blithe unconcern of most African scholars. Key Words: Westernization, Neocolonisation, Afrocentricism, Media, Communication JCMR Journal of Communication and Media Research, Vol. 14, No. 2, October 2022, pp. 79-84 © Association of Media and Communication Researchers of Nigeria (AMCRON). About the author *Ikaderinyo Ibambo Furomfate, Ph.D. is a lecturer in the Department of Mass Communication, University of Africa, Toru – Orua, Bayelsa State Article Citation Furomfate, I.I. (2022). De-westernization and de-neocolonisation in media and communication discourse: An African perspective of global expectations. Journal of Communication and Media Research, 14 (2): 79-84. Full Article Words: 4,137 Pages: 6 To access full article, click on download.

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