This edited collection of original essays invites students and scholars to think about media users in the global South beyond the essentialist discourses of media imperialism and technological determinism.
To disentangle audience research in the global South, and in the diaspora, from the anachronistic language and hermeneutics that are anchored in West-centric audience research, this book emphasises the importance of the everyday as the terrain of study, and the need to build bridges between the philosophical discourses of modernity / postmodernity / digitality that are emerging from the global South, and the different ways in which people in the South experience being-digital.
This will be useful for courses in a variety of disciplines, including anthropology, sociology, political science, psychology, global South Studies, as well as media, communication, and cultural studies.
1. What does it mean to decolonise audiences?
Dr Miriyam Aouragh, University of Westminster, UK
2. Moroccan Cinema’s New Audiences: Youth, Digital Media and the Everyday
Jamal Bahmad, Mohammed V University in Rabat, Morocco
3. De-centering digital methods: A view from the Global South
Tanja Bosch, University of Cape Town, South Africa
4. South-to-South dialogues and the creation of collective memories by artivist audiences.
Andrea Medrado
University of Westminster, UK
5. The Performing Audience: Controlling the Narrative in a Comic Public Sphere
des. Linda Besigiroha, University of Bayreuth, Germany
6. Decolonizing African Narratives: Reframing, Disrupting and Occupying Online Spaces
L. Lusike Mukhongo, Western Michigan University, US
7. Indigenous communication in Southeast Mexico: Decolonizing through self-presentation
Claudia Magallanes-Blanco, Universidad Iberoamericana, Pueblo, Mexico
8. Africans on Tik Tok: Humour, Re-lexicalising and Resistance
Winston Mano, University of Westminster, UK
9. Decolonising Audience Research as Double Critique: A Phenomenological Approach
Tarik Sabry, University of Westminster, UK
10. Audience Ombudsmen/women in Latin America: A Decolonial Approach
María Soledad Segura, Universidad Nacional de Córdoba, et. al.
11. The Ambivalent Art of Living with Chinese Social Media: Digital Vulnerability and Practices of Self-Care
Guobin Yang, University of Pennsylvania, US, et al.
12. Politically Sanctioned Dailiness of Viewing an Old “New Media”:
A Historical Analysis of Television in China, 1953–1985
Xiaoxiao Zhang, School of Journalism and Communication, Jinan University, China
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