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Exploring the commodification of African culture in popular media and its impact on African identities: A comparative analysis of Amapiano and Afrobeats music genres
Thesis (MA)--Stellenbosch University, 2025.
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Stellenbosch : Stellenbosch University
2025
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| _version_ | 1867613759076302848 |
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| access_status_str | Open Access |
| author | Majola, Kholeka Londeka |
| author2 | Ncube, Meli |
| author_browse | Majola, Kholeka Londeka Ncube, Meli |
| author_facet | Ncube, Meli Majola, Kholeka Londeka |
| author_sort | Majola, Kholeka Londeka |
| collection | Thesis |
| dc_rights_str_mv | Stellenbosch University |
| description | Thesis (MA)--Stellenbosch University, 2025. |
| format | Thesis |
| id | oai:scholar.sun.ac.za:10019.1/132637 |
| institution | Stellenbosch University (South Africa) |
| last_indexed | 2026-06-10T12:41:14.564Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from SUNScholar — Stellenbosch University Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Stellenbosch : Stellenbosch University |
| publisherStr | Stellenbosch : Stellenbosch University |
| record_format | dspace |
| source_str | SUNScholar — Stellenbosch University Repository |
| spelling | oai:scholar.sun.ac.za:10019.1/132637 Exploring the commodification of African culture in popular media and its impact on African identities: A comparative analysis of Amapiano and Afrobeats music genres Majola, Kholeka Londeka Ncube, Meli Wasserman, Herman Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Journalism. Afrobeat Popular music -- Africa Popular music genres -- Africa World music Music -- Social aspects -- Africa Music -- Political aspects -- Africa Music and identity politics -- Africa Popular culture -- Africa African diaspora UCTD Thesis (MA)--Stellenbosch University, 2025. Majola, K. L. 2025. Exploring the commodification of African culture in popular media and its impact on African identities: A comparative analysis of Amapiano and Afrobeats music genres. Unpublished masters thesis. Stellenbosch: Stellenbosch University [online]. Available: https://scholar.sun.ac.za/items/1260b354-0119-42ab-970d-e419b8edf50f ENGLISH ABSTRACT: This research study investigates how global institutions influence how ‘African-ness’ is represented and perceived when African artists collaborate with international stars. This sheds light on the underlying power dynamics and cultural exchanges. The primary research question is, to what extent does mass media accurately depict African culture, and does it risk appropriation for predominantly White audiences? This study contributes to the field of enquiry by conducting empirical research on the understudied Amapiano genre. It builds on the body of knowledge concerning the development of music in South Africa by adding contemporary research on its recent social and technological influences. It further echoes the existing sentiment that a better representation of the continent needs to be made in mainstream media. The aim is to contribute to the field of enquiry by highlighting the challenges fuelled by the interplay between corporations, institutions and technological tools introduced in the 21st century, which have shifted the music production process and the distribution of music. The main objective is, therefore, to provide a lens through which both genres are experienced by various audiences, including fans, critics, and media institutions. To achieve this, I drew upon two significant music projects that engaged the African diaspora – The Lion King: The Gift album produced by Beyonce Knowles and Tyla’s hit single Water. A qualitative case study was adopted to present geographically contrasting contexts of two of Africa’s most developed economies: South Africa and Nigeria. The research design took the form of a qualitative content analysis where twenty media sources were selected and analysed for their relevance to the subject matter, alongside two significant YouTube videos. The data findings revealed that mass media exploits African culture to some capacity as it relates to other global cultures. Although there are attempts to create space and inclusiveness, it’s a half-hearted attempt to add more faces and voices for ‘diversity’ purposes rather than education. AFRIKAANSE OPSOMMING: Geen opsomming beskikbaar nie. Masters 2025-06-12T07:30:48Z 2025-06-12T07:30:48Z 2025-03 Thesis https://scholar.sun.ac.za/handle/10019.1/132637 Stellenbosch University 91 pages application/pdf Stellenbosch : Stellenbosch University |
| spellingShingle | Afrobeat Popular music -- Africa Popular music genres -- Africa World music Music -- Social aspects -- Africa Music -- Political aspects -- Africa Music and identity politics -- Africa Popular culture -- Africa African diaspora UCTD Majola, Kholeka Londeka Exploring the commodification of African culture in popular media and its impact on African identities: A comparative analysis of Amapiano and Afrobeats music genres |
| title | Exploring the commodification of African culture in popular media and its impact on African identities: A comparative analysis of Amapiano and Afrobeats music genres |
| title_full | Exploring the commodification of African culture in popular media and its impact on African identities: A comparative analysis of Amapiano and Afrobeats music genres |
| title_fullStr | Exploring the commodification of African culture in popular media and its impact on African identities: A comparative analysis of Amapiano and Afrobeats music genres |
| title_full_unstemmed | Exploring the commodification of African culture in popular media and its impact on African identities: A comparative analysis of Amapiano and Afrobeats music genres |
| title_short | Exploring the commodification of African culture in popular media and its impact on African identities: A comparative analysis of Amapiano and Afrobeats music genres |
| title_sort | exploring the commodification of african culture in popular media and its impact on african identities a comparative analysis of amapiano and afrobeats music genres |
| topic | Afrobeat Popular music -- Africa Popular music genres -- Africa World music Music -- Social aspects -- Africa Music -- Political aspects -- Africa Music and identity politics -- Africa Popular culture -- Africa African diaspora UCTD |
| url | https://scholar.sun.ac.za/handle/10019.1/132637 |
| work_keys_str_mv | AT majolakholekalondeka exploringthecommodificationofafricancultureinpopularmediaanditsimpactonafricanidentitiesacomparativeanalysisofamapianoandafrobeatsmusicgenres |