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European Journal of Social Sciences Studies ISSN: 2501-8590 ISSN-L: 2501-8590 Available on-line at: www.oapub.org/soc Volume 2 │ Issue 5 │ 2017 doi: 10.5281/zenodo.835811 REVISITING THE DISCOURSE ON AFROCENTRICITY AND AN AFROLOGICAL METHOD Benson Kairichi Marimbai PhD Candidate, Mass Communication, Jomo Kenyatta University of Agriculture & Technology & Adjunct Faculty, Daystar University, School of Communication, Language & Performing Art, Department of Communication Abstract: The debate on Afrocentrism and its place in the communication theorizing has not been settled. While few colonizing nations pursued a policy of assimilation of the colonized, language, and by extension culture is gained through habituation, there ought to have been a deliberate effort by the African intellectuals to propose other world views in addition to the Eurocentric view which had already been codified. Afrocentricity, presented in the manner in which it has been so far appear to be a rebellion against anything European. This should not be the case. In this article, I have established that there is a strong case to recognize that there are different worldviews which emanate from the diversity of human race and none is inferior or superior. The Afrocentricism paradigm is an invitation by and for scholars to begin to deconstruct cosmological, ontological, epistemological, axiological and aesthetic issues from an African orientation as opposed to seeing these issues in the Eurocentric manner in which they are packaged and presented to the academy. First, while agreeing Afrocentric paradigm is a metatheory and can be applied in any human inquiry, we are involved in from agriculture to mathematics as and when the paradigm gets fully developed, probably we need to rename it Afrological Theory to avoid the centric tag which tend to be antagonistic or sees everything in binary opposition to that other. Secondly, in response to African-American unique position and experiences, I propose we isolate an AfricanAmerican orientation or Afriamericentric tradition to capture their unique cosmological and epistemological views. Thirdly, since Ubuntu appear to cut across many African settings, it should be Africa s contribution to humanity, and we should codify its tenets and develop into it into the Ubuntu theory or philosophy, an idea alluded to in Copyright © The Author(s). All Rights Reserved. © 2015 – 2017 Open Access Publishing Group 195 Benson Kairichi Marimba REVISITING THE DISCOURSE ON AFROCENTRICITY AND AN AFROLOGICAL METHOD Obonyo s (2011) article or in the very least as an organizing framework from which many frames of Africa may be explored. Keywords: Afrocentric, Afrological, Afriamericentric tradition, Ubuntu traditions or world views Introduction According to Jackson, L (1997), Afrocentricism is an ideological orientation that places [should place] Africa at the centre of the analysis of human evolvement. Another view is that Afrocentricity is a conceptual system that structures the way in which human beings engage the world. While Molefi Asante argues that Afrocentricity demands an epistemological location that places the critic/scholar inside the African experience and African ideals and values at the center of inquiry framed by African codes, paradigms, symbols, motifs, and myths that give meaning to the history of the African subject and a sense of place in the world arena. In this sense, he proposes to the academy an alternative worldview from an African lens by Africans. These suggestions appear very romantic to an African reader because of the way they are packaged. But we need to critically examine the propositions to establish if they are cogent enough to settle the debate or open new lines of thoughts. Before I agree or disagree, I want to state human beings from early to modern man are products of the environment, culture, language, and spirituality among others. These aspects must implore us to see the multicultural dimension of the human race. Seen in this manner, it simply means our view of the world around us and how we interact with it cannot be the same. The Eskimo and the Hoi Hoi of Kalahari have different world views and ethos. In as far the proponents of Afrocentricity are suggesting another view of the world or orientation, then I agree but caution that the idea is a mere abstraction in literature and need not be seen in concrete terms. It should not be seen as a rebellion against anything European or North American. Unfortunately, the language itself we use to reject European hegemony and their edifies that we adorn like a tie (a functionless piece of wear) is a testimony of how far we have moved away from anything African! The African is not late for anything. They are in their time zone and Europeans too are on theirs. But the two are not in some hole where they do not affect and influence the other. For downloading the full article, please access the following link: http://oapub.org/soc/index.php/EJSSS/article/view/153 European Journal of Social Sciences Studies - Volume 2 │ Issue 5 │ 2017 196 Benson Kairichi Marimba REVISITING THE DISCOURSE ON AFROCENTRICITY AND AN AFROLOGICAL METHOD European Journal of Social Sciences Studies - Volume 2 │ Issue 5 │ 2017 197