<i>Ubuntuism</i>as a framework for South African media practice and performance: Can it work?

Abstract In South Africa the African moral philosophy ubuntuism is periodically raised as a framework for African normative media theory. At this stage, the ubuntu discourse cannot be described as a focused effort to develop a comprehensive theory on the basis of which media performance could be measured from ‘an African perspective’. It should rather be seen as an intellectual quest to rediscover and re-establish idealised values of traditional African culture(s) and traditional African communities. Yet, given South Africa's history of apartheid in which Christian nationalism was misused as a moral philosophy to mobilise a patriotic media in the service of volk (nationhood) and vaderland (fatherland), it is not too early to ask critical questions about ubuntuism as a possible framework for normative media theory. Such questioning is the purpose of this article. Against the background of postmodern and postcolonial perspectives on normative theory, questions related to the following are raised: the expediency of ubuntuism in the context of changed African cultural values, the distinctiveness of ubuntuism as an African moral philosophy, the vulnerability of moral philosophy to political misuse, ubuntuism in the context of the future of normative theory in a globalised world and changed media environment, and the implications of ubuntuism for journalism practice. It is concluded that ubuntuism may pose a threat to freedom of expression. Given the nature of contemporary South African society and its media system, the postmodern emphasis on diversity and pluralism as the cornerstone of future normative theory, is supported.