COM3715 ASSIGNMENT 3 PORTFOLIO 2026
DUE 30 MAY 2026
SECTION A: KEY CONCEPTS OF GLOBAL COMMUNICATION FROM AN AFRICAN
PERSPECTIVE
1.1 INTRODUCTION
Global communication has become an important area of study in today’s highly
connected world. However, much of the research in this field has mainly focused on
Western viewpoints, often ignoring perspectives from the Global South. This section
discusses and explains five important concepts in global communication from an African
perspective: global communication, African communication, glocalisation, global media
hegemony, and decolonial communication. African experiences and examples highlight
the importance of including different perspectives in communication studies and
recognising Africa not only as a receiver of global information and media, but also as an
active creator of communication practices and knowledge.
1.2 KEY CONCEPTS
1.2.1 Global Communication
Global communication refers to the transnational exchange of information, ideas, and
cultural products across national borders through various mediated and interpersonal
channels. From an African perspective, global communication cannot be understood
simply as a neutral flow of information. Rather, it is shaped by historical power
imbalances, colonial legacies, and contemporary economic inequalities. As
Mabweazara, Muneri and Ndlovu (2020, 2154) note, the news media in sub-Saharan
Africa operate within conditions of material deprivation and weak regulatory institutions
DUE 30 MAY 2026
SECTION A: KEY CONCEPTS OF GLOBAL COMMUNICATION FROM AN AFRICAN
PERSPECTIVE
1.1 INTRODUCTION
Global communication has become an important area of study in today’s highly
connected world. However, much of the research in this field has mainly focused on
Western viewpoints, often ignoring perspectives from the Global South. This section
discusses and explains five important concepts in global communication from an African
perspective: global communication, African communication, glocalisation, global media
hegemony, and decolonial communication. African experiences and examples highlight
the importance of including different perspectives in communication studies and
recognising Africa not only as a receiver of global information and media, but also as an
active creator of communication practices and knowledge.
1.2 KEY CONCEPTS
1.2.1 Global Communication
Global communication refers to the transnational exchange of information, ideas, and
cultural products across national borders through various mediated and interpersonal
channels. From an African perspective, global communication cannot be understood
simply as a neutral flow of information. Rather, it is shaped by historical power
imbalances, colonial legacies, and contemporary economic inequalities. As
Mabweazara, Muneri and Ndlovu (2020, 2154) note, the news media in sub-Saharan
Africa operate within conditions of material deprivation and weak regulatory institutions
