Redefining African narratives: The role of alternative media in challenging stereotypes and empowering voices
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.
- Nygaard S. The Appearance of Objectivity: How Immigration-Critical Alternative Media Report the News. Journal Pract. 2019;13(10):1147-1163. doi: 10.1080/17512786.2019.1577697
- Wahutu JS. Representations of Africa in African media: The case of the Darfur violence. Afr Aff. 2018;117(466):44-61. doi: 10.1093/afraf/adx039
- Holt K, Ustad Figenschou T, Frischlich L. Key Dimensions of Alternative News Media. Digit Journal. 2019;7(7):860-869. doi: 10.1080/21670811.2019.1625715
- Van Breda A. Developing the notion of ubuntu as African theory for social work practice. Soc Work. 2019;55(4):439. doi: 10.15270/55-4-762
- Reporters Without Borders. 2020 RSF Index: Future of African journalism under threat from all sides. April 19, 2020. Accessed September 17, 2026. https://rsf.org/en/2020-rsf-index-future-african-journalism-under-threat-all-sides
- Ong'ong'a OD. Exploring Literature on Alternative Media about African Narratives. Shanlax Int J Arts Sci Humanit. 2022;9(3):26-33. doi: 10.34293/sijash.v9i3.4403
- Chama B. The Post, Zambia. In: Tabloid Journalism in Africa. Springer International Publishing; 2017:61-95. doi: 10.1007/978-3-319-41736-3_3
- Atton C, Mabweazara H. New media and journalism practice in Africa: An agenda for research. Journalism. 2011;12(6):667-673. doi: 10.1177/1464884911405467
- Bosch TE, Admire M, Ncube M. Facebook and politics in Africa: Zimbabwe and Kenya. Media Cult Soc. 2020;42(3):349-364. doi: 10.1177/0163443719895194
- Diepeveen S. The limits of publicity: Facebook and transformations of a public realm in Mombasa, Kenya. J East Afr Stud. 2019;13(1):158-174. doi: 10.1080/17531055.2018.1547251
- Skjerdal T, Gebru S. Not quite an echo chamber: ethnic debate on Ethiopian Facebook pages during times of unrest. Media Cult Soc. 2020;42(3):365-379. doi: 10.1177/0163443719895197
- Atton C. The Internet, Power and Transgression. In: An Alternative Internet. Edinburgh University Press; 2004:1-24. doi: 10.3366/edinburgh/9780748617692.003.0001
- Atton C. Current Issues in Alternative Media Research. Sociol Compass. 2007;1(1):17-27. doi: 10.1111/j.1751-9020.2007.00005.x
- Fenton N. Book Review: An Alternative Internet: Radical Media, Politics and Creativity. New Media Soc. 2006;8(1):165-167. doi: 10.1177/146144480600800111
- Atton C. Introduction: Problems and positions in alternative and community media. In: The Routledge Companion to Alternative and Community Media. Routledge; 2015.
- Sandoval M, Fuchs C. Towards a critical theory of alternative media. Telemat Inform. 2010;27(2):141-150. doi: 10.1016/j.tele.2009.06.011
- Ndlela MN, Mano W, eds. Social Media and Elections in Africa, Volume 1. Springer International Publishing; 2020. doi: 10.1007/978-3-030-30553-6
- Wasserman H, Chuma W, Bosch T. Print media coverage of service delivery protests in South Africa: A content analysis. Afr Stud. 2018;77(1):145-156. doi: 10.1080/00020184.2018.1426312
- Wasserman H. Relevance, resistance, resilience: Journalism's challenges in a global world. Journalism. 2019;20(1):229-232. doi: 10.1177/1464884918809290
- Africa No Filter. Research: How African Media Covers Africa. Africa No Filter; 2021. Accessed September 17, 2026. https://africanofilter.org/evidence/media/how-african-media-covers-africa/
- Willems W, Mano W. Everyday Media Culture in Africa: Audiences and Users. Taylor & Francis; 2017. Accessed September 17, 2026. https://www.routledge.com/Everyday-Media-Culture-in-Africa-Audiences-and-Users/Willems-Mano/p/book/9780367890285
- Williams MT. Microaggressions: Clarification, Evidence, and Impact. Perspect Psychol Sci. 2020;15(1):3-26. doi: 10.1177/1745691619827499
- Wahutu JS. 'In the case of Africa in general, there is a tendency to exaggerate': representing mass atrocity in Africa. Media Cult Soc. 2017;39(6):919-929. doi: 10.1177/0163443717692737
- Bunce M, Franks S, Paterson C. Africa’s Media Image in the 21st Century: From the “Heart of Darkness” to “Africa Rising.” Routledge; 2016. doi: 10.4324/9781315659510
- Srinivasan S, Diepeveen S, Karekwaivanane G. Rethinking publics in Africa in a digital age. J East Afr Stud. 2019;13(1):2-17. doi: 10.1080/17531055.2018.1547259
- Gondwe G, White R. Data Journalism Practice in Sub-Saharan African Media Systems: A Cross-National Survey of Journalists' Perceptions in Zambia and Tanzania. Afr Journal Stud. 2021;43(2):21-36. doi: 10.1080/23743670.2021.1929368
- Lunga CM. Tabloid journalism in Africa. Afr Journal Stud. 2021;42(3):135-137. doi: 10.1080/23743670.2021.1898800
- Mano W, Mukhongo LL. Towards alternative media as critical media in Africa. J Altern Community Media. 2016;1(1):27-29. doi: 10.1386/joacm_00012_1
- Mpofu P, Salawu A. Culture of sensationalism and indigenous language press in Zimbabwe: implications on language development. Afr Identities. 2018;16(3):333-348. doi: 10.1080/14725843.2018.1473147
- Adelakun L. Nigerian media and the challenge of Yellow Journalism: A theoretical appraisal of newspaper contents. J Soc Sci. 2017;1(2):223-249.
- Pineteh EA. Illegal aliens and demons that must be exorcised from South Africa: Framing African migrants and xenophobia in post-apartheid narratives. Cogent Soc Sci. 2017;3(1):1391158. doi: 10.1080/23311886.2017.1391158
- Hellmann O. The Visual Framing of 'Failed' States: Afro-Pessimism vs Afro-Optimism. Media War Confl. 2020;13(3):318-335. doi: 10.1177/1750635219828773
- Tavernaro-Haidarian L. Makeovers Made Over: Ubuntu and Decolonization in Reality TV. Telev New Media. 2020;12(5):439-456. doi: 10.1177/1527476419836677
- Akinola AO, Uzodike UO. Ubuntu and the Quest for Conflict Resolution in Africa. J Black Stud. 2018;49(2):91-113. doi: 10.1177/0021934717736186
- Gondwe G. News Believability & Trustworthiness on African Online Networks: An Experimental Design. J Int Commun. 2019;53(2):51-78.
- Africa Internet Penetration. Internet Penetration, by Country. 2025. https://www.statista.com/statistics/1124283/internet-penetration-in-africa-by-country/
- Grant AM. Bringing The Daily Mail to Africa: entertainment websites and the creation of a digital youth public in post-genocide Rwanda. J East Afr Stud. 2019;13(1):106-123. doi: 10.1080/17531055.2018.1547255
- Mahieu E, Joye S. Beyond Afro-Pessimism and -optimism? A Critical Discourse Analysis of the Representation of Africa by Alternative News Media. Afr Journal Stud. 2018;39(3):24-42. doi: 10.1080/23743670.2018.1425149
- Ndlela MN, Mulwo A. Social media, youth and everyday life in Kenya. J Afr Media Stud. 2017;9(2):277-290. doi: 10.1386/jams.9.2.277_1
- Ong'ong'a OD. Syndrome-Analysis of New Media and Political Economy in 21st Century. J New Media Mass Commun. 2020;6(1):8-11. doi: 10.18488/journal.91.2020.61.8.11
- Eloff D. The importance of alternative media – Rational Standard. Politicsweb. November 30, 2016. Accessed September 17, 2026. https://www.politicsweb.co.za/news/the-importance-of-alternative-media-rational-standard
- Bradshaw S, Howard PN. Challenging Truth and Trust: A Global Inventory of Organized Social Media Manipulation. Oxford Internet Institute; 2017:1-26. https://philhoward.org/wp-content/uploads/2022/08/ct2018.pdf
- Rotich J. Ushahidi: Empowering Citizens through Crowdsourcing and Digital Data Collection. Field Actions Sci Rep. 2017;(Special Issue 16):36-38. http://journals.openedition.org/factsreports/4316
- Ajao T, Wielenga C. Citizen Journalism and Conflict Transformation. Matatu. 2017;49(2):467-486. doi: 10.1163/18757421-04902012
- Sunday Nwofe E, Goodall M. The Web as an Alternative Communication Resource for Pro-Biafra Independent Movements in Nigeria: The Case of Indigenous People of Biafra. AJMMC. 2019;5(1):51-72. doi: 10.30958/ajmmc.5-1-4
- Arregui C, Thomas R, Kilby A. Peace Journalism in Theory and Practice: Kenyan and Foreign Correspondent Perspectives. Journal Pract. 2022;16(7):1383-1402. doi: 10.1080/17512786.2020.1856707
- Schramm K, Krause K, Valley G. Introduction: voice, noise and silence. Resonances of political subjectivities. Crit Afr Stud. 2018;10(3):245-256. doi: 10.1080/21681392.2019.1610013
- Lawal Yusuf U, Benisheikh B. Youths Movement: An Examination of End Special Anti-Robbery Squad (EndSARS) Protests and Challenges Facing the Nigerian Youths. Int J Sci Res Publ. 2021;11(2):379-386. doi: 10.29322/IJSRP.11.02.2021.p11046
- Grönlund Å, Wakabi W. Citizens' Use of New Media in Authoritarian Regimes: A Case Study of Uganda. Electron J Inf Syst Dev Ctries. 2015;67(1):1-23. doi: 10.1002/j.1681-4835.2015.tb00479.x
- Namasinga Selnes F, Orgeret KS. Social media in Uganda: revitalising news journalism? Media Cult Soc. 2020;42(3):380-397. doi: 10.1177/0163443719900353
- Bosch T, Mutsvairo B. Pictures, Protests and Politics: Mapping Twitter Images during South Africa's Fees Must Fall Campaign. Afr J Stud. 2017;38(2):71-89. doi: 10.1080/23743670.2017.1368869
- Ong'ong'a DO. Unveiling African narratives on Facebook: Media posts and audience engagement. J Afr Media Stud. 2023;15(2):199-216. doi: 10.1386/jams_00100_1
- Nothias T. Access granted: Facebook's free basics in Africa. Media Cult Soc. 2020;42(3):329-348. doi: 10.1177/0163443719890530
- Dijck J van, Poell T. Understanding Social Media Logic. Media Commun. 2013;1(1):2-14. doi: 10.17645/mac.v1i1.70
