African Storytelling as A Pathway for Re-Imagining Strategic Communication in FaithBased Contexts Using the SDGS

##plugins.themes.academic_pro.article.sidebar##

Published Dec 11, 2025
https://doi.org/10.71064/spu.amjr.2.3.2025.482
Download
PDF
Statistic
Vol. 2 No. 3 (2025): Vol. 2 No. 3 (2025): Special Issue - African Multidisciplinary Journal of Research (AMJR) - 2025

##plugins.themes.academic_pro.article.main##

Alfred Mombo Mbai
St. Paul's University

Abstract

As the global community grapples with complex and interconnected challenges, the need for a
culturally grounded and contextually relevant communication around sustainable development
has never been more urgent. This paper explores the role of African storytelling traditions as a
strategic communication tool for advancing the United Nations Sustainable Development Goals
(SDGs) with a focus on the faith-based contexts. Drawing from interdisciplinary perspectives and
qualitative insights, the study examines how storytelling, rooted in African worldviews, communal
values and theological imagination can be reimagines to communicate SDG-related themes such
as peacebuilding, education, environmental stewardship and social justice. Central to tis
exploration is the emergence of Afro-Faith Storytelling, a framework that integrates oral
traditions, faith narratives and strategic communication to bridge the gap between grassroots
realities and global frameworks. The study was guided by two running questions: (1) What is the
role of indigenous faith-based narratives as legitimate vehicles for development discourse? And
(2) How can storytelling serve as a culturally grounded and spiritually informed communication
strategy for localizing the SDGs? By employing the use of semi-structured interviews with 14
African faith-based content creators, including podcasters, digital evangelists, musicians and
TikTokers, the research identifies key themes that demonstrate how storytelling is not merely
expressive but also transformational. This paper contributes to the fields of strategic
communication and development studies by proposing the adoption of Afro-Faith Storytelling as both a communicative practice and an ideological framework that empowers faith communities to reclaim narrative agency, inspire ethical act

##plugins.themes.academic_pro.article.details##

How to Cite
Mbai, A. M. (2025). African Storytelling as A Pathway for Re-Imagining Strategic Communication in FaithBased Contexts Using the SDGS. African Multidisciplinary Journal of Research, 2(3), 598–612. https://doi.org/10.71064/spu.amjr.2.3.2025.482

References

  1. Abebe, T. (2021). Storytelling through popular music: Social memory, reconciliation, and intergenerational healing in Oromia/Ethiopia. Humanities, 10(2), 70. https://doi.org/10.3390/h10020070
  2. Abdulai, M., Ibrahim, H., & Anas, A.L. (2023). The role of indigenous communication systems for rural development in the Tolon District of Ghana. Research in Globalization, 6, 100128. https://doi.org/10.1016/j.resglo.2023.100128
  3. Asuman, M. A., Dame Adjin-Tettey, T., & Fosu, M. (2025). Communication and social change in Africa: Selected case studies. Institute of Network Cultures. http://dx.doi.org/10.25969/mediarep/23493
  4. Chun, C. W. (2019). Language, discourse, and class: What’s next for sociolinguistics? Journal of Sociolinguistics, 23(4), 332-345. https://doi.org/10.1111/josl.12359
  5. Chilaule, L. (2023). The localization of development assistance for health and the SDGs: The case of Mozambique [Doctoral dissertation, University of Johannesburg]. https://hdl.handle.net/10210/511275
  6. CIVICUS. (2017). Priorities, challenges and opportunities for an integrated, data-driven approach to monitoring progress on SDG5 in Kenya. https://thedatashift.civicus.org/wp-content/uploads/2017/04/PrioritiesChallengesandOpportunitiesforanIntegratedData-DrivenApproachtoMonitoringProgressonSDG5inKenya.pdf
  7. Costa, B., & Leandro, A. (2024). Organizational and strategic communication. In ECREA 2024 Conference Proceedings (pp. 609-621).
  8. Culture Action Europe. (2021). Culture and the SDGs: The missing link. Https://cultureactioneurope.org/wp-content/uploads/2022/01/af_culture2030goal_2021.pdf
  9. Eguegu, O. (2022). The digital silk road: Connecting Africa with new norms of digital development. Asia Policy, 17(3), 30-39. https://doi.org/10.1353/asp.2022.0049
  10. Hautemo, K., & Mushaandja, (2024). The Intersection between African Oral Literature and Technology. In 2024 IST-Africa Conference (IST-Africa) (pp. 1-9). IEEE https://doi.org/10.23919/IST-Africa63983.2024.10569318
  11. Izu, B. O. (2024). The impact of oral traditions on African indigenous musical practices: A systematic literature review. Journal of Arts and Cultural Studies (ACS), 2(2), 2-14. https://doi.org/10.23112/acs24110401
  12. Jonsson, K., & Bexell, M. (2021). Localizing the sustainable development goals: The case of Tanzania. Development Policy Review, 39(2), 181-196. https://doi.org/10.1111/dpr.12497
  13. Lanfer, H. L., Rossmann, C., & Kargbo, S. I. (2023). Exploring the contextual factors of religious leader participation in health communication: Evidence from a qualitative study in Sierra Leone. Journal of Religion and Health, 62(3), 1695-1715. https://doi.org/10.1007/s10943-022-01632-3
  14. Lowery, B., Dagevos, J., Chuenpagdee, R., & Vodden, K. (2020). Storytelling for sustainable development in rural communities: An alternative approach. Sustainable Development, 28(6), 1813-1826. https://doi.org/10.1002/sd.2124
  15. Makena, J., & Mbai, A. (2025). Ecclesial freedom and visible unity: Re-imagining Christian education for African true liberation. The Ecumenical Review, 77(2), 175-190. https://doi.org/10.1111/erev.12900
  16. Mangeya, H., Mhute, I., & Jakaza, E. (Eds.). (2021). Strategic Communications in Africa: The Sub-Saharan Context. Routledge.
  17. Mbai, A. M. (2025). Podcasts as the New Radio: Shaping the Future of Storytelling. African Multidisciplinary Journal of Research, 1(1), 551-563. https://doi.org/10.71064/spu.amjr.1.1.2025.362
  18. Mbiti, J. S. (1990). African religions and philosophy (2nd ed.). Heinemann.
  19. Mkandawire, T. (2005). African intellectuals: Rethinking politics, language, gender and development. Zed Books.
  20. Mhaka-Mutepfa, M., & Maundeni, T. (2019). The role of faith (spirituality/religion) in resilience in sub-Saharan African children. The International Journal of Community and Social Development, 1(3), 211-233. https://doi.org/10.1177/2516602619859961
  21. Moyo, M. (2023). Christian faith formation and culture: A theological study of the Nsenga people (Doctoral dissertation, University of the Free State). https://doi.org/10.13140/RG.2.2.29546.49601
  22. Mugil, H., & Kenzie, F. (2025). The shift from traditional to new media: How media evolution shapes audience engagement. Journal of Artificial Intelligence, Machine Learning and Data Science, 35, 1-10.
  23. Ngugi wa Thiong’o. (1986). Decolonizing the mind: The politics of language in African literature. Heinemann.
  24. N’Diaye, B., & Africa, S. (2009). AFRICOM and the interests of Africans: Beyond perceptions and strategic communication. Contemporary Security Policy, 30(1), 62-66. https://doi.org/10.1080/13523260902760116
  25. Okigbo, C. (2020). Rethinking social change and development communication in Africa. In D. M. Shah, L. A. Lentfer, & E. Arsenault (Eds.), learning from communicators in social change: Rethinking the power of development (pp. 191-209). Springer. https://doi.org/10.1007/978-981-15-8281-3_14
  26. Okonkwo, I., Mujinga, J., Namkoisse, E., & Francisco, A. (2023). Localization and global marketing: Adapting digital strategies for diverse audiences. Journal of Digital Marketing and Communication, 3(2), 66-80. https://doi.org/10.53623/jdmc.v3i2.311
  27. Odoom, D. (2020). Understanding development communication: A review of selected literature. Journal of Development Studies and Research, 4(1), 12-24. https://doi.org/10.38159/ehass.2020055
  28. Osei-Tutu, A. A. (2023). Developing African oral traditional storytelling as a framework for studying with African peoples. Qualitative Research, 23(6), 1497-1514. https://doi.org/10.1177/14687941221082263
  29. Pandian, A., Baboo, S. B., & Yi, L. J. (2020). Digital storytelling: Engaging young people to communicate for digital media literacy. Jurnal Komunikasi: Malaysian Journal of Communication, 36(1), 187-204. https://doi.org/10.17576/JKMJC-2020-3601-11
  30. Reitmaier, T., Bidwell, N. J., & Marsden, G. (2011). Situating digital storytelling within African communities. International Journal of Human -Computer Studies, 69(10), 658-668. https://doi.org/10.1016/j.ijhcs.2010.12.008
  31. Sigmon, C. T. (2023). The courage to preach in the digital age. Religions, 14(4), 551. https://doi.org/10.3390/rel14040551
  32. United Nations. (2015). Transforming our world: The 2030 agenda for sustainable development. https://sdgs.un.org/2030agenda
  33. White, R. A. (2001). Grassroots, participatory communication in Africa: Report from Uganda. African Media Review, 9(1), 1-20.