Contributions of African Perspectives to a Global Theory of Health CommunicationPanel: Mainstreaming Global Theories

Khadidiatou Ndiaye, PhDDepartment of Global Health

Preview What do we know about African Communication theories Important constructs

Contributions

African Communication Theories 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 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 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… Cultural Identity Norms Social Systems ‘Traditional’ systems of communication

Example: Traditional systems of Communication 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 MediaMost 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 “third-party mechanism” – often thereby separating sender and receivers from the possibility of direct and immediate dialogue. (Berger, 2012)

Example: PEN 3 Model PEN3 communication model challenges the “deficit” and “need” models and promotes the “value” approach where community strengths are identified and acknowledged (Airhihenbuwa, 1994)

3 primary constructs- Social relationships and expectations- Cultural empowerment - Cultural identity

Example: PEN-3 Model

Airhienbuwa, 1989

Contributions of African theories Going beyond individual focus Incorporating overlooked forms of communication (oral media, indirect communication)

Highlighting importance of ecological perspectives (layers of influence impacting behavior)

Conclusion 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