ABSTRACT

How should one think about popular media in the African context? Should we attempt to understand and analyse the increasing proliferation of tabloids, reality television shows, pop music, websites and mobile communications through the analytical frameworks constructed by scholars in the Global North, or does Africa pose unique research questions? Is there a danger of either essentializing Africa by treating her as ‘different’, or by ignoring her specificity by approaching her media via Western theoretical constructs? The scholar wishing to understand the interface between popular media, development and democracy in contemporary African societies is faced with a complex double bind. Elsewhere (Nyamnjoh 2005: 2-3) I have argued that African worldviews and cultural values are doubly excluded from global media discourses, first by the ideology of hierarchies and boundedness of cultures, and second by cultural industries more interested in profits than the promotion of creative diversity and cultural plurality. Little attention is accorded to how Africans negotiate and navigate the various identity margins and cultural influences in their lives, in ways that are not easily reducible to simple options or straightforward choices. The consequence of rigid dichotomies or stubborn prescriptiveness based on externally induced expectations of social transformation is an idea of democracy hardly informed by popular articulations of personhood and agency in Africa, and media whose professional values and content are not in tune with the expectations of those they purport to serve. The predicament of media practitioners in such a situation, as well as those wishing to understand African media practice through media theory, is obvious: to be of real service to liberal democracy and its expectations of modernity, they must ignore alternative ideas of personhood and agency in the cultural communities within which such practices take place and of which such practitioners and, often, scholars form part. Attending to the interests of particular cultural groups as strategically essential entities risks contradicting the principles of liberal democracy and its emphasis on civic citizenship and the autonomous individual, which media practitioners in African societies are being held accountable to.