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Resources available to all users:
- Text Comparison—theories covered in A First Look and ten other textbooks
- Theory Overview—abstract of each chapter
- Self-Help Quizzes—for student preparation
- Chapter Outlines
- Key Names—important names and terms in each chapter
- Conversation Videos—interviews with theorists
- Application Logs—student application of theories
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- Changes—for each theory, since the previous edition
- Theory Archive—PDF copies from the last edition in which a theory appeared
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Afrocentricity
Molefi Kete Asante
CULUTURAL CONTEXT: INTERCULTURAL COMMUNICATION
Theory Overview 11th Edition
Afrocentricity rejects Eurocentrism’s dominance in communication theory. Communication phenomena should be studied using theories that share the cultural values of the phenomena being studied. Therefore, African communication phenomena should be analyzed using theories grounded in the beliefs, values, and assumptions of African culture. (Critical and rhetorical traditions)
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VIDEOS
Archived chapters (PDF)
from previous editions
are available in
Resources by Type.
See list
New to Theory
Resources?
Find out more in this short
video overview (3:01).
Afrocentricity
Molefi Kete Asante
CULUTURAL CONTEXT: INTERCULTURAL COMMUNICATION
Theory Overview 11th Edition
Afrocentricity rejects Eurocentrism’s dominance in communication theory. Communication phenomena should be studied using theories that share the cultural values of the phenomena being studied. Therefore, African communication phenomena should be analyzed using theories grounded in the beliefs, values, and assumptions of African culture. (Critical and rhetorical traditions)
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