Khadidiatou Ndiaye, PhD
Department of Global Health
Preview
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What do we know about African Communication
theories
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Important constructs
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Contributions
African Communication Theories
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African Communication
Complex mix of cultures, languages and traditions
spread across the continent
Emic constructs in African forms of communication
largely understudied
Impractical to think about one ‘grand African
Theory’
African Communication Theories
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Essential for enhancing health communication
programs
Without theorizing about communication
phenomena in Africa, communication research
throughout the continent would continue to be
“shots in the dark” (Okigbo, 1987)
What we know: Historical perspectives
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Strong media influence. In particular, several
articles in Africa Media Review since 1980’s
Links to philosophy of African communication
(Okigbo, 1986)
Behavior change theories/models began in
1990s (i.e. Airhihenbuwa etc.)
Berger (2012) proposes seven “salient phenomena” to
consider in building African communication theories:
 Prevalence of word-of-mouth communications
 Imported technologies and genres
 Colonial legacy approaches to media roles
 Pluri-lingualism (Colonial dominant languages vs. local)
 Social inequality
 Particular demographics (rural vs urban, hybridized cultures etc)
 Political repression
Building evidence: Important constructs to
further explore…
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Cultural Identity
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Norms
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Social Systems
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‘Traditional’ systems of communication
Example: Traditional systems of
Communication
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Oragbojah (1985) has proposed the term
Oramedia to account for important forms of
oral communication (storytelling, dance,
drumming etc.)
Traditional systems of communication: Town
Criers, traditional newsman
Importance of Oral Media
Most people in the region relied on oral media prior to
colonialism, and word-of-mouth remains a major form of
not just information transmission, but also the direct
interaction that is often characteristic of communication (as
distinct from information). In the nature of the medium, it
pre-empts the distancing of participants which can more
easily occur when information is “mediated” via a “thirdparty mechanism” – often thereby separating sender and
receivers from the possibility of direct and immediate
dialogue. (Berger, 2012)
Example: PEN 3 Model
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PEN3 communication model challenges the “deficit”
and “need” models and promotes the “value”
approach where community strengths are identified
and acknowledged (Airhihenbuwa, 1994)
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3 primary constructs
- Social relationships and expectations
- Cultural empowerment
- Cultural identity
Example: PEN-3 Model
Airhienbuwa, 1989
Contributions of African theories
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Going beyond individual focus
Incorporating overlooked forms of communication
(oral media, indirect communication)
Highlighting importance of ecological perspectives
(layers of influence impacting behavior)
Conclusion
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More research on African communication theories
needed
Limited literature point to some key constructs
Understanding and using African communication
theories is key in developing successful behavior
change interventions throughout the continent
Looking forward to your questions!
kndiaye@gwu.edu