In the South African debate about the role of the media in the new (post-apartheid) South African society, the African moral philosophy ubuntuism is from time to time raised as a framework for African normative media theory. Up till now, the possibility of using ubuntuism as a normative framework can, however, not yet be described as a focused effort to develop a comprehensive theory on the basis of which media performance could be measured from ‘an African perspective’. Rather, the topic of ubuntuism as normative media theory should be seen in the context of the African Renaissance as part of an intellectual quest to rediscover and re-establish idealized values of traditional African culture(s) and communities and to apply it to contemporary phenomena such as the media. However, given South Africa's history of apartheid in which Christian nationalism was misused as a moral philosophy to mobilize a patriotic media in the service of volk and vaderland , it is not too early to ask critical questions about ubuntuism as a possible framework for normative media theory. Such questioning is the purpose of this article. Against the background of a postmodern and a postcolonial perspective on normative theory, questions related to the following are raised: the expediency of ubuntuism in the context of changed African cultural values, the distinctiveness of ubuntuism as an African moral philosophy, the vulnerability of moral philosophy to political misuse, ubuntuism in the context of the future of normative theory in a globalized world and changed media environment, and, the implications of ubuntuism for journalism practice. It is concluded that ubuntuism may pose a threat to freedom of expression. Given the nature of contemporary South African society and its media system, a postmodern emphasis on diversity and pluralism as the cornerstone of future normative theory is supported.