Student Name: Dylon Brown

Student no. : 4337371

Module: LCS 211

Practical Group: 01

Assignment/Tutorial: 1

Due Date: 04 March 2024

COMMUNICATION
STUDIES
In this essay I will be focusing on an article by Innocent Uwah and the importance of theorising about
communication from an African perspective. I will use concepts such as communalism, culture and
identity from the article to modify Osgood-Schramm’s interactive model of communication. I will
further delve into the reasons behind each new element added to the interactive model of
communication.

According to Uwah (2012, p.181) it is highly necessary and important to consider the major roles of
culture and identity in the theorization of African perspectives of communication. The author
highlights that in order to understand communication from an African perspective, you are required to
engage deeply with cultural and historical contexts of Africa as a whole. This clearly depicts that
unique historical and cultural contexts including identity may define, influence and ultimately shape
the communication practices of the people closely linked to such contexts. Uwah emphasizes that
studying and theorizing communication from an African perspective is only possible and can be
understood only when these aspects of culture and identity and to an extent history is delved into. For
example, the use of cultural proverbs in African communication reflects the deep cultural values and
identities of different ethnic groups, showcasing how cultural elements shape communication
practices in unique ways. In order for this to be theorized understanding of the African proverbs and
culture is to be met.
Communication refers to “the relational process of creating and interpreting messages that elicit a
response” (Griffin 2012; Mehrabian 1972). It is a complex process which includes different
components like people, messages, interpretation and more. In my modified model of communication
I included culture and identity whereas Osgood-Schramm interactive model of communication does
not include these three elements. I did this because I agree with Innocent Uwah, that acknowledging
the diverse cultural nuances and identities (not only within Africa but all across the globe) would
allow you to fully grasp the complexities of communication especially from an African standpoint.

I personally believe that culture, identity, and communalism have a profound impact on how I
communicate. These aspects not only influence my actions and behaviors but also play a significant
role in how I encode and decode messages in my interactions. They shape how I express myself,
interpret information, and engage with others. By recognizing the connections between culture,
identity, and communalism with communication, I gain a deeper understanding of how these factors
influence my communication style and interactions with others. This realization has led me to modify
the communication model to include these essential elements, highlighting the importance of
considering broader societal and cultural contexts in my communication practices. As a young
Christian teen boy living on the Cape Flats, your cultural background may influence the way you
communicate through the use of specific greetings or expressions that are common within your
community. For example, incorporating phrases like "God bless" or "Amen" into your conversations
reflects the Christian values and beliefs that are prevalent in your cultural context and anyone outside
of my culture would not understand this way of communication.

In summary, the ideas of culture, identity, and communalism greatly influence how we communicate.
Understanding and theorizing from an African perspective using these factors help us connect better
with others and navigate communication within our cultural context. Uwah's notion of including these
elements in communication and theorizing reminds us of the significance of considering diverse
cultural perspectives for meaningful interactions.
 REFERENCE

Innocent Uwah (2012) Identity and culture in theorising African perspectives of communication: The
case of an African cinematic model, Communication, 38:2, 181-194, DOI:
10.1080/02500167.2012.717347

LCS 211 Lecture Slides, 2024: Lecture 1, Slide 9.