ABSTRACT
This chapter presents a communication framework for social change by combining two seemingly contrasting philosophies: individualism and relational Ubuntu. Individualism stresses autonomy and self-interest, while Ubuntu, an African philosophy, emphasises interconnectedness and collective well-being. Merging these perspectives creates a powerful approach that harnesses both personal motivation and communal responsibility. Recognising that individuals are naturally driven by self-interest, this framework views such motivation not as a flaw but as an asset for genuine and lasting engagement in social change. Ubuntu provides an important counterbalance by broadening the concept of the self to include community and society. Couldry’s concept serves as a bridge between these philosophies—the capacity for individuals and communities to be heard, share their stories, and shape social conditions. Voice affirms the self within a relational context and operationalises Ubuntu by ensuring communication fosters dialogue, recognition, and agency. It blends the pursuit of self-expression with Ubuntu’s ethic of shared humanity. This integrated approach overcomes the limitations of solely collectivist or individualist models. By appealing to enlightened self-interest within a framework of interconnectedness, it encourages people to pursue social change not as a sacrifice but as a form of self-fulfilment aligned with collective progress.
