AccScience Publishing / AC / Online First / DOI: 10.36922/AC026320061
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REVIEW ARTICLE

Redefining African narratives: The role of alternative media in challenging stereotypes and empowering voices

Daniel Oloo Ong’Ong’A1* ,  Dan Macho Okumu2*
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1 Department of Entrepreneurship and Economics, School of Business and Economics, The Co-operative University of Kenya, Karen , Kenya
2 Department of Media Technology and Applied Communication, School of Communication and Development Studies, Jomo Kenyatta University of Agriculture and Technology, Juja, Kiambu , Kenya
Received: 5 August 2026 | Revised: 22 September 2026 | Accepted: 30 September 2026 | Published online: 13 October 2026
© 2026 by the Author(s). This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution -Noncommercial 4.0 International License (CC-by the license) ( https://creativecommons.org/licenses/by-nc/4.0/ )
Abstract

The ways African alternative media platforms shape narratives, perceptions, participation, and representations of African societies is a topic that has received far less scholarly attention. This article reviews the literature on African narratives, focusing on how alternative media, rather than mainstream media, represent Africans and African affairs. Alternative media are defined here as community-driven, less-regulated platforms, including dance, street art, music, blogs, and online popular culture, that address specific societal issues at particular moments; social media, and Facebook in particular, are treated as one of several channels through which alternative media circulate, rather than as a synonym for alternative media itself. The findings indicate that existing research on alternative media in Africa has concentrated mainly on five countries, South Africa, Zimbabwe, Kenya, Uganda, and Ethiopia, and the review is scoped to the countries covered in these studies instead of to the continent as a whole. These studies highlight the importance of alternative media in advancing critical media theory, African narratives, and participatory culture. However, there is a noticeable lack of studies examining how Africans perceive other Africans on alternative media platforms such as Facebook. Scholars have proposed various concepts for studying African narratives, including Ubuntu, which foregrounds community storytelling about achievement, entrepreneurial spirit, and the building of human connection and conflict resolution. Based on 55 sources retrieved from Google Scholar and analyzed through narrative synthesis, the study also finds that the literature seldom distinguishes what has actually been demonstrated empirically from what authors recommend for future study. Moreover, direct case-level evidence, e.g., analysis of specific Facebook posts and comments, remains scarce; this is identified as a methodological gap. Consequently, the study argues that understanding alternative media practices in Africa requires critically examining the dominant society within a specific political, social, or economic context, and it calls for community-organized platforms and future primary research analyzing Facebook posts and comments to fill this gap.

Keywords
Alternative media
Africa
Social media
Stereotype
Narratives
Funding
None.
Conflict of interest
The authors declare they have no competing interests.
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