Mediatization of Ubuntu

Abstract

News, in the tradition of the West, is majorly individualized, leaning strongly towards personality responsibility cult. It stands aloof from the communalization that is the central ideology of African metaphysics. In other fields and spheres, Ubuntu has enjoyed a veiled renaissance as a pivotal theme of identity outlook that resonates with many traditions of reasoning in Africa. The media protocol in Africa has been outside that experimentation. The study is a philosophical interrogation of personality-celebrity-prominence as a news marker/source, foist on Africa in contradistinction to Africa's pristine worldview. As a concept paper, this research functionalizes the applicability of Ubuntu in news practice in Africa, suggesting that determinant and validity like prominence with Western predisposition and cognition should be seen beyond the prism of celebrities. It holds that prominence, as subject of news source, should be broadened within the context of community testament as validation of communal personality rather than individual persons.