A distinguished Afrocentric communication and media scholar from the University of Lagos, Dr. Unwana Samuel Akpan, has called for a global reassessment of communication paradigms to bring Africa’s rich indigenous communication systems to the forefront.
In a recent interview with Daily Sun, the scholar emphasised the crucial role the traditional systems once played in African societies, acting as the foundation for governance, cultural preservation and community unity.
“Indigenous African communication and media systems are not just relics of the past, they are the threads that wove together the fabric of African communities,” Akpan explained.
Continuing, he said: “These systems were historically used to convey information, share stories, and pass down cultural knowledge, deeply embedded in the local traditions and distinct from the Western communication models. Unlike the individualistic approach of the West, African systems emphasised community, oral traditions, and a holistic view of life.”
Dr. Akpan, who has authored numerous books and articles in prestigious international academic journals, expressed concern over what he termed “epistemicide”; the systematic erasure of indigenous knowledge systems in favor of Western frameworks. This epistemicide, he argued, has led to a skewed perception of African cultures, eroding the understanding of the continent’s rich heritage.
He highlighted the diversity and adaptability of the communication systems across various African regions, from West Africa’s griot traditions to the communal storytelling practices of East Africa and the symbolic use of drums in Southern Africa. “These systems were not monolithic; they were as diverse as the cultures they served, each uniquely suited to its environment and community needs,” he said.
However, in the face of globalisation and the rapid spread of digital technology, these traditional systems are at risk of further marginalisation.
To counter this, Dr. Akpan proposed a comprehensive strategy to preserve and promote indigenous communication practices. This strategy includes documenting these systems, integrating them into educational curricula, and responsibly leveraging modern technologies to keep them alive.
“Imagine the possibilities if we could merge these ancient systems with today’s digital platforms, mobile applications, and even virtual reality,” Akpan suggested. “By doing so, we could not only preserve these traditions but also make them relevant to younger generations, blending the old with the new to create a dynamic form of communication that honors our past while embracing the future.”
He also urged policymakers to prioritise cultural preservation and invest in initiatives that support the revival of indigenous communication systems. He called on NGOs, educational institutions, and media organizations to take an active role in raising awareness and developing programmes that empower communities to reclaim and revitalise their traditional communication methods.
“By making indigenous communication systems a core part of education, we can instill a sense of pride and ownership among young people,” he stated. “This will ensure that future generations not only appreciate these systems but also see them as valuable tools for expression, connection, and identity.”
Dr. Akpan’s call to action, experts note, is a timely reminder of the importance of preserving Africa’s cultural heritage.
As the continent continues to navigate the challenges of modernity, there is a pressing need to reclaim and celebrate the indigenous knowledge systems that have sustained its communities for centuries. By doing so, Africa can ensure that its rich traditions continue to thrive, even in the digital age.