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.

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