Polelo Ya Sahara Media is founded upon a deep commitment to African Philosophy, specifically the concept of  Ubu-Ntu as articulated by preeminent South African philosopher Professor Mogobe Bernard Ramose. Our engagement with   Ubu-Ntu is not decorative; it is a philopraxis, philosophy in action, that guides our ethical framework, production methodologies, and strategic objectives.

Ramose’s Exigencies: 

Professor Ramose’s seminal work, African Philosophy Through Ubuntu, posits  as the root of African be-ing and epistemology, challenging the continued dominance of the “European” epistemological paradigm. For Ramose, the authentic liberation of Africa necessitates a two-fold exigency that directly informs our operations:

1. Epistemic Decolonization: The need to release the colonised peoples’ conceptions of reality, knowledge, and truth from the dominance of Western paradigms. This speaks to our founding principle: to reject the mimicry of foreign creative models and to cultivate an authentic African aesthetic and narrative vernacular.
2. Rational Demands of Justice: The imperative to address the injustices of colonisation, requiring the restoration of justice, truth, and harmony. This translates into our commitment to social impact orientation and ensuring our media acts as a force for ethical, transformative change.

 as an Ontology of Interconnectedness

The core of  (from the Bantu concept of humaneness) is the notion of interconnectedness: “a person is a person through other people” (Motho ke motho ka batho). Ramose interprets this not merely as an ethical recommendation but as a fundamental ontology—a discourse about the nature of being.

• Holism:  mandates a holistic approach to human-ness, where philosophy, ethics, and ontology are thought of together. For Polelo Ya Sahara Media, this means our Integrated Model (Production, Events, Consultancy) operates as a continuous, non-fragmented entity. The well-being of the creative (the producer) is inextricably linked to the value delivered to the community (the consumer).
• Creative Responsibility: The subject (Umuntu) is understood as a creative being, a “maker of his/her world.” Our creative productions—films, events, and consulting strategies—are therefore viewed as acts of world-making, constantly emerging, changing, and gaining knowledge through lived, historical experiences, rather than abstract philosophical imposition.
• Justice as Balance: Ramose views justice as the restoration of balance and harmony by reversing the dehumanising consequences of colonial conquest and racism. Our commitment is to use our media platform to expose and correct representational deficits, foregrounding African sovereignty and the right to self-definition in all creative outputs.

The Polelo Commitment

By grounding our enterprise in Ramose’s interpretation of , Polelo Ya Sahara Media ensures that our content is not merely entertaining but epistemologically sound and ethically aligned. We are dedicated to:

• Challenging Epistemicide: Actively fighting the prejudice that Africa is incapable of producing knowledge, thereby ensuring our storytelling validates and disseminates African systems of thought.
• Fostering ‘Freedom To’: Moving beyond critique (freedom from Eurocentrism) to the constructive development of an authentic African worldview (freedom to self-define), leading to genuine liberation in the creative sphere.

We believe this philosophical anchor is the definitive element that will allow us to transform creativity into impact and storytelling into sustainable, harmonious growth—redefining the global narrative from an African center.

You can learn more about this philosophical concept in Ubuntu and Inclusive Epistemology in Higher Education by Professor Mogobe Ramose. This video provides an academic perspective on Ramose’s work, which is foundational to Polelo Ya Sahara Media’s philosophical mandate.