Since the beginning in 1966 New African has changed its name twice: 1966-76, African Development; 1977–78 (April), New African Development; since 1978 New African.
New African magazine carries heavy advertising coverage for a number of multinational corporations (such as Chevron, inside cover of print edition March 2013), and parastatal or Chinese state-affiliated trade organizations. Of interest, advertisements placed in New African by the CantonFair, a Chinese parastatal trade organization, focus on Africa's trade with China and the remainder of the globe, however these advertisements specifically omit any trade relationship that Africa (as a continent) has with the United States. Though the advertisement's illustrations depict a "globally connected Africa" facilitated by Chinese trade, the locations to which Africa is "connected", though they are geographically depicted as being on United States' soil, are actually the names of cities and trade hubs located in Latin America. The advertisement thus gives the impression of appearing comprehensive, but is specifically exclusive of United States' interests and trade representation with Africa upon closer examination.
For Africanists, also known as communitarians, problems within Africa are thought to be caused because the real flesh-and-blood communities that comprise Africa are marginalized from public life as so many "tribes". Therefore, the solution is understood to be the need to defend culture and put Africa's age-old communities at the center of African politics. It is also argued that there is a need to "deexoticize" Africa and banalise it, rather than understand Africa as exceptionalized and exoticized.