This WIL thesis examines the development of the usage and application of the Global South concept in Theoria, a social and political theory journal originally based in South Africa. Using a mixed-method approach that combines textual content analysis of Theoria's published issues and semi-structured qualitative interviews with its editors, this study uncovers an increase in the frequency of the Global South concept usage in Theoria since 2014, indicating a shift compared to previous years. The Global South concept was initially conceptualized from a postcolonial perspective in Theoria’s publications but gradually shifted towards a critical social theory understanding of the Global South concept. Regarding how the Theoria editors understand the Global South concept, their perspectives are varied. They regard the concept as strategically employed as a way to profile Theoria to a wider audience. And the physical manifestations of the concept could be seen through Theoria’s desire to recruit contributors from the Global South. In conclusion, Theoria has strategically deployed the Global South concept to expand its reach and transform its operational practices. This thesis contributes, therefore, to the understanding of how academic journals strategically use theoretical concepts for profiling. This thesis also suggests that further research is needed to understand if there are potential predictors for how an academic journal will utilize a concept to profile itself.