Drawing from Kenya to South Africa, Namibia to Nigeria, Malawi to Zimbabwe, this edited collection explores how digital platforms (text, audio, image and video-oriented) have reconfigured cultural production, distribution, consumption, and monetization in Africa.
The book foregrounds contemporary African perspectives on how ordinary people and social media influencers are implicated in the platformization of cultural production. It calls attention to the myriad ways in which digital Africans are using restricted access to the digital to produce, distribute, circulate, and monetize cultural content at the margins of surveillance capitalism.
This volume highlights how Africans are harnessing the potential of the digital in preserving, showcasing, performing, monetizing and platforming their own cultures. The major highlight of this book is the innovative and creative ways in which the young and old Africans are using popular digital technologies for a wide range of cultural productions.
Admire Mare and Oswelled Ureke: African Digital Cultures,
(De)Platformization and Cultural Production John Ndavula: Tiktok and the
Platformization of the Maragoli Culture in Kenya Johannes Tukondjeni:
Content Creation and Tiktok Influencers in Namibia Gifty Appiah-Adjei;
Elizabeth Owusu Asiamah; Rainbow Sackey and Belinda Osei- Mensah: The
Commodification of Popularity on Social Media: Mega Influencers and Content
Monetization on Tiktok in Ghana Oswelled Ureke: Chilling with the Big
Boys: Self-Identity, Microcelebritism and the Bigger Picture in Zimbabwean
Tiktok Culture Chikezie E. Uzuegbunam; Job Mwaura and Richard Chinedu
Ononiwu: Digital Self-Representation, African Youth and the Question of
Performative Authenticity in a Globalized World Maud Blose: Black Womens
Self-Representation on Social Media: A Discourse Analysis of the Ladies House
Facebook Group Sihle Nyathi: Acting with Algorithms: Feminists Daily
Encounters with Algorithmic Cultures Job Allan Wefwafwa: Dominance,
Resistance, Affect: Whatsapp use in Bungoma County, Kenya Mbongeni Jonny
Msimanga and Constance Kasiyamhuru: Political Satire and Performance Activism
on Social Media Platforms in Zimbabwe: The Case of Magamba TV And Bustop TV
Dércio Tsandzana: Humor and Digital Media as a Tool for Social Intervention
in Mozambique Wambui Wamunyu: I had to Speak Truth to Power!: How Kenyan
Active Digital Citizens Tag, Crowdsource, Name and Shame their Way Past
Structural Governance Hierarchies Henok Ashagrey Kremte: Digital Repression
and National Dialogue: Understanding the Elephant in Ethiopias Dialogue Room
Admire Mare and Oswelled Ureke: Africanizing Digital Cultures, Digitalizing
African Cultures.
Admire Mare is a Full Professor and Head of Department: Communication and Media Studies at the University of Johannesburg, South Africa. His research interests include analyzing the complex and messy intersections between technology and society, specifically focusing on global digital journalism studies, and global digital platform studies.
Oswelled Ureke is an Associate Professor in the Department of Communication and Media at the University of Johannesburg, South Africa. His research interests lie in screen media, cultural studies and political economy of the media. He holds a PhD in Cultural and Media Studies from University of KwaZulu Natal, South Africa.
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