Decolonising Approaches to Users and Audiences in the Global South: Context, Theory and Method
London: Routledge (2026), xvii, 334 pp.
Contains illustrations, index
Series: Internationalizing Media Studies
ISBN 9781032590363 (pbk), 9781003452669 (ebook)
"Including original essays and contemporary case studies spanning Africa, Middle East, Latin America, and Asia, this book provides a nuanced double critique of both local and West‑centric approaches, pushing back against historically extractive audience research logics that have marginalised global South perspectives. This volume emphasises the importance of everyday experiences and advocates for building bridges between emerging philosophical discourses of modernity, postmodernity, and digitality from the global South and diverse ways of being digital. By critiquing narrowly defined methodologies and recovering previously delegitimised experiences, this book reimagines audience research through new evidence, methods, and theories that centre previously discarded voices and contexts." (Publisher description)
1 Decolonising Approaches to Users and Audiences in the Global South: An Introduction / Tarik Sabry, Winston Mano and Andrea Medrado, 1
2 Post-Colonial Media Studies in a Fractured World: A Dialogue with David Morley / Tarik Sabry and David Morley, 47
PART I: DECOLONISING AUDIENCES IN AFRICA
3 Redefining Digital Audience Research: Perspectives and Practices from the Global South / Tanja Bosch, 71
4 Decolonizing Digital Hegemonies: Reframing, Disrupting, and Occupying Online Spaces / L. Lusike Mukhongo, 88
5 A Decolonial Approach to a Nollywood Audience: Engaging with Cultural Self-Awareness / Ikechukwu Obiaya, 105
PART II: DECOLONISING AUDIENCES IN ASIA
6 Localising Online TV: Japanese Broadcast Video-on-Demand Services and the Shaping of Online Viewing Practices / Yu-Kei Tse, 125
7 Decolonising Audience Research: Gender and Caste Politics in Indian Literature / Nupur Jaisinghani, 148
8 An Oasis Medium in the 1980s: The Popularisation of Television in China and its Social Implications / Xiaoxiao Zhang, 165
9 The Ambivalent Art of Living with Chinese Social Media: Digital Vulnerability and Practices of Self-Care / Guobin Yang, Shengchun Huang, Hui Fang, Dan Ji, Jingjing Chen and Wei Wang, 182
PART III: DECOLONISING AUDIENCES IN LATIN AMERICA
10 Indigenous Communication in Mexico: Decolonizing through Self-Representation / Claudia Magallanes-Blanco, 207
11 Ombudsman’s Office for Audiences in Latin America: An Analysis From a Decolonial Approach / María Soledad Segura, Alejandro Linares and Rose Dayanne Santana Nogueira, 223
PART IV: DECOLONISING AUDIENCES IN THE MIDDLE EAST
12 Towards a Decolonization of Arab Audiences / Joe F. Khalil, 247
13 Im(Possibilities) of Palestinian ‘Media Audiences’ in Times of Permanent War and Excessive Mediation / Dina Matar, 266
14 Aesthetic Experience and Performing Arts in the Arab Region: Towards a Decolonial Audience-Centred Perspective / Tarik Sabry, 285
15 Searching for the "Good Old Days" in "New Türkiye": Nostalgia of the TRT Era / Erdem Güven, 301
2 Post-Colonial Media Studies in a Fractured World: A Dialogue with David Morley / Tarik Sabry and David Morley, 47
PART I: DECOLONISING AUDIENCES IN AFRICA
3 Redefining Digital Audience Research: Perspectives and Practices from the Global South / Tanja Bosch, 71
4 Decolonizing Digital Hegemonies: Reframing, Disrupting, and Occupying Online Spaces / L. Lusike Mukhongo, 88
5 A Decolonial Approach to a Nollywood Audience: Engaging with Cultural Self-Awareness / Ikechukwu Obiaya, 105
PART II: DECOLONISING AUDIENCES IN ASIA
6 Localising Online TV: Japanese Broadcast Video-on-Demand Services and the Shaping of Online Viewing Practices / Yu-Kei Tse, 125
7 Decolonising Audience Research: Gender and Caste Politics in Indian Literature / Nupur Jaisinghani, 148
8 An Oasis Medium in the 1980s: The Popularisation of Television in China and its Social Implications / Xiaoxiao Zhang, 165
9 The Ambivalent Art of Living with Chinese Social Media: Digital Vulnerability and Practices of Self-Care / Guobin Yang, Shengchun Huang, Hui Fang, Dan Ji, Jingjing Chen and Wei Wang, 182
PART III: DECOLONISING AUDIENCES IN LATIN AMERICA
10 Indigenous Communication in Mexico: Decolonizing through Self-Representation / Claudia Magallanes-Blanco, 207
11 Ombudsman’s Office for Audiences in Latin America: An Analysis From a Decolonial Approach / María Soledad Segura, Alejandro Linares and Rose Dayanne Santana Nogueira, 223
PART IV: DECOLONISING AUDIENCES IN THE MIDDLE EAST
12 Towards a Decolonization of Arab Audiences / Joe F. Khalil, 247
13 Im(Possibilities) of Palestinian ‘Media Audiences’ in Times of Permanent War and Excessive Mediation / Dina Matar, 266
14 Aesthetic Experience and Performing Arts in the Arab Region: Towards a Decolonial Audience-Centred Perspective / Tarik Sabry, 285
15 Searching for the "Good Old Days" in "New Türkiye": Nostalgia of the TRT Era / Erdem Güven, 301
