Abstract

This dissertation applied and developed Molefi Asante's concept of Afrocentricity. Still in its infancy, Afrocentricity, like Eurocentricity, must not only be recognized as an appropriate methodology and/or theoretical concept, it must also be employed by both Black and white scholars when analyzing African rhetors. As the decades of the 70's and 80's have attempted to rid scholarship of sexist language, the decade of the 90's must continue to rid scholarship of not only sexist language but racist language and ideas. This study was an attempt to eliminate the proliferation of "racist" language and ideas particularly in the approach to understanding Marcus M. Garvey and his significance, not just in the history of African people, but world history as well. ;The method of Afrocentricity was developed to determine Garvey's persuasive appeal in the African Community focusing specifically on his Convention Speeches from the Black community's perspective. To do this the history and culture of the people were examined through their own value system, as opposed to a value system that is external to that community. Two sets of values were applied. Based on the research by Alphonso Pinkney in Red, Black and Green, four values representative of the Garvey Movement were used. They included the values of territoriality, culture, religion and economics. The need also existed to utilize a contemporary value system as determined and practiced by the African Community. As a result, the researcher employed Maulana Karenga's Seven Principles of the Nguzo Saba, a Black Value System, which is at the root of the celebration of Kwanzaa, the only African American holiday that is non-heroic and non-religious that is celebrated by Black people in America. The seven values were unity, self-determination, cooperative economics, collective work and responsibility, purpose, creativity and faith. These Seven Values were compared and contrasted with the four values to show the significance of the historical and contemporary interrelationship between the two sets of values. These two sets of values were used to analyze Garvey's opening addresses at the UNIA Conventions. ;Recognizing the conditions/circumstances of African people in America during Garvey's time, Garvey did, however, try to fulfill the four criteria of Afrocentricism: unity of the occasion, elimination of chaos, making peace among disparate views and the creation of an opportunity for harmony and balance