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Directions of Political Communication in Africa: Methodology for the Search of an African Model and Epistemology

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Social Media and Elections in Africa, Volume 1

Abstract

This chapter argues that comparative scholarship can serve both as a method for unearthing distinctive continent-wide political communication practices and as an epistemological locus for questioning the largely Anglo-American perspective and standards of campaign models and literature. The chapter is, therefore, methodological and makes a case for comparative political communication scholarship. Specifically, it proposes a framework for the cross-contextual exploration of emerging campaign practices in Africa. The chapter examines the ontological and epistemological debate in the field and highlights evolving trends and elements that can guide comparison of African political communication. It also provides a vivid methodological light on guiding principles of the comparative method. Furthermore, the chapter offers vital indicators for justifying case selection as well as a signpost for addressing the question of methodological equivalence.

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Authors and Affiliations

  1. Faculty of Arts, Design, and Social Sciences, Northumbria University, Newcastle upon Tyne, UK

    Thomas C. Ijere

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  1. Inland Norway University of Applied Sciences, Elverum, Norway

    Martin N. Ndlela

  2. University of Westminster, Harrow Campus, London, UK

    Winston Mano

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Ijere, T.C. (2020). Directions of Political Communication in Africa: Methodology for the Search of an African Model and Epistemology. In: Ndlela, M., Mano, W. (eds) Social Media and Elections in Africa, Volume 1. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-30553-6_3

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