-Global media’s gloomy portrayal of Africa ascribable to failure to tell own stories: Journalists
Africa has long struggled to effectively convey its story, forfeiting its chance in global information flow and leading to western media’s dark portrayal of the continent, according to some journalists who also stressed the need for creating robust continental media.
There is a prevailing argument that the lack of such platforms allows Western narratives to dominate, often portraying the continent as a hub of poverty and conflict. This misrepresentation has led some to advocate for the establishment of a continental media organization capable of reshaping Africa’s image and narrative.
The idea of establishing continental media has been floating since recently, with Ethiopia officially raising the matter at the African Union Summit held in 2022.
To date, Africa has been unable to set up formidable continental media, although some argue that the Pan-African News Agency, established in 1979, was a good beginning.
A new report by Africa No Filter in partnership with the Africa Centre New York and the University of Cape Town sheds light on how the world’s leading news outlets portray Africa. The report, titled “Global Media Index for Africa,” analyzes online news coverage from 20 influential news providers, including CNN, The Guardian, BBC, and Al Jazeera.
This 2024 report indicated that Africa’s stories were most often dominated by themes like poverty, corruption, and political issues. Positive developments in areas like culture, arts, innovation, and technology were rarely mentioned in the online articles analyzed.
Arthur Davies Sikopo is a freelance Zambian journalist. He criticized the Western media’s portrayal of Africa, describing it as predominantly negative. “The Western media continues to label us as a ‘dark continent,’ focusing solely on poverty while ignoring our wealth and potential, so said Arthur in an exclusive interview with The Ethiopian Herald via WhatsApp.
He pointed out that many Western countries exploit Africa’s resources while perpetuating negative stereotypes about the continent. “I believe Africa is still grappling with the creation of a continental media platform that can tell our own stories and set our agenda.”
“We tend to prefer working independently rather than forming groups,” Arthur explained. “This reluctance to collaborate hampers our ability to establish a platform that tells our own stories.” He also emphasized that Africa often waits for external narratives to emerge, which then dictate the continent’s portrayal. “In Zambia, for example, a local story I cover may be overshadowed by a piece from an international journalist, even if my understanding of the local context is deeper,” he added.
Azu Ishiekwene, editor-in-chief of Leadership based in Nigeria, disagrees with the notion that Africa lacks continental media. “The Pan-African News Agency (PANA) has existed since 1979 and serves as a platform for sharing information about politics, culture, and business across African member states,” he noted. However, he acknowledged that PANA faces significant challenges, including funding issues and competition from established Western media like the BBC and AFP, which produce more widely consumed content.
Azu also pointed out that PANA struggles with quality and language diversity, as it primarily provides content in English and French, which do not represent the continent’s linguistic richness. “With over 400 languages spoken across Africa, the agency cannot cater to the diverse needs of local audiences,” he argued.
“It is essential for us to create media units that can counter these narratives,” Arthur stressed. “Some stories about Zambia I read elsewhere are not only misleading but also damaging. We must project a positive image of Africa and challenge these misconceptions.”
Adana Assefa, Deputy Director General of OBN TV, echoed Arthur’s sentiments, stating that much work remains to improve media representation of Africa. He called for Ethiopian media, given its position as the seat of the African Union, to take a leading role in covering continental issues more thoroughly.
Azu argued that blaming Western media is counterproductive. “African countries and governments need to invest in news and media platforms that tell our stories,” he said. He emphasized that the responsibility to shape Africa’s narrative ultimately lies within the continent itself.
The African Union has an important role to play in fostering collaboration among journalists. Azu highlighted the need for African nations to invest in content creation and storytelling to reshape the global narrative about Africa. “We must collaborate and share stories across borders to create a more cohesive African narrative,” he urged.
The discussion also touched on the flow of information about Africa globally. Azu noted that technological advancements have made it easier for African journalists to tell their own stories, reducing reliance on foreign media. “The African Union can help promote better engagement among journalists and encourage adherence to freedom of expression while encouraging member states to invest in independent journalism,” he added.
Arthur also emphasized the importance of African self-reliance, stating that dependence on external funding impedes the continent’s ability to control its narrative. Adana added that the AU should consider establishing its own media to effectively communicate its agendas.
Adana similarly stressed the necessity of establishing a continental media platform to work on the AU’s agendas. “The AU must recognize the power of media in shaping a prosperous Africa,” he stated, highlighting the work of OBN HORN Africa in broadcasting in multiple languages to promote Africa’s potential.
