De-Westernizing Media and Communication Theory in Practice: Toward a More Inclusive Theory for Explaining Exemplification Phenomena

Munachim Amah; Rachel Young

doi:10.3390/journalmedia6020090

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De-Westernizing Media and Communication Theory in Practice: Toward a More Inclusive Theory for Explaining Exemplification Phenomena

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De-Westernizing Media and Communication Theory in Practice: Toward a More Inclusive Theory for Explaining Exemplification Phenomena

Munachim Amah and Rachel Young

Journalism and Media, Vol.6(2), 90

06/01/2025

DOI: 10.3390/journalmedia6020090

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Abstract

This experimental study models an approach for de-westernizing communication theory by exploring exemplification within a Global South context. Incorporating local knowledge from Nigerian journalists on their motivations for using exemplars in poverty reporting and their anticipated audience outcomes, the study identifies and tests constructs that align with previous experimental studies on exemplification—such as perception of issue significance, awareness of social responsibility to address a social issue, and emotional connection with exemplified group—and those that diverge from previous scholarship—such as trust in media and trust in government. The study also identifies the mediating influence of identification, true to Nigerian journalists’ expectations. By grounding theoretical explanations for exemplification effects on local knowledge from this context, this study challenges the assumption of the universality of exemplification theory, enriches the theory by making it more cumulative, and advances an argument for a more inclusive and just theorizing of exemplification phenomena.

communication theory

de-westernization

exemplification theory

Global North

Global South

Nigerian journalists

Details

Title: Subtitle: De-Westernizing Media and Communication Theory in Practice: Toward a More Inclusive Theory for Explaining Exemplification Phenomena
Creators: Munachim Amah - University of Iowa
Rachel Young - University of Iowa
Resource Type: Journal article
Publication Details: Journalism and Media, Vol.6(2), 90
DOI: 10.3390/journalmedia6020090
ISSN: 2673-5172
eISSN: 2673-5172
Publisher: MDPI
Grant note: Stanley-UI Foundation Support OrganizationEaston Collaborative Research Grant from the School of Journalism and Mass Communication, University of Iowa
This research was funded by the Stanley-UI Foundation Support Organization and the Easton Collaborative Research Grant from the School of Journalism and Mass Communication, University of Iowa.
Language: English
Date published: 06/01/2025
Academic Unit: Injury Prevention Research Center; School of Journalism and Mass Communication
Record Identifier: 9984843602402771

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