A Communication Consultant and Professor at the Department of Communication Studies, University of Ghana, Professor Audrey Sitsofe Gadzekpo, has called on the media to help change the negative narratives about Africa often perpetuated by Western media.
She said deliberate and strategic efforts must be made to reshape Africa’s image by promoting balanced, authentic, and truthful stories that reflect the continent’s realities, achievements, and potential.
She made this call at the Inaugural Communicating Africa Summit in Accra yesterday.
Prof. Gadzekpo observed that for decades Africa had been subjected to stereotypical depictions centered on conflict, poverty, famine, and political instability.
According to her, these narratives had largely been shaped through colonial literature, films, and international media reportage, resulting in what she described as “a story told about us, without us, and against us.”
Prof. Gadzekpo explained that such stereotypes had not only reinforced racist perceptions about Africa but had also been used to justify the exploitation of the continent’s people and resources over the years.
She stated that the excessive focus on coups, violence, corruption, and instability often overshadowed the continent’s successes, including democratic progress, high electoral participation, innovation, creativity, and resilience among African people.
The Executive Director of Salt Light Ministries, Reverend Dr Joyce Aryee, stressed that it had become imperative for Africans to communicate their true identity, strengths, and values to the rest of the world, adding that the future of the continent depended largely on Africans rising above the negative narratives that had defined Africa globally for generations.
She encouraged Africans to become passionate ambassadors of the continent by promoting its achievements, rich cultural heritage, and growing innovative capabilities.
The co-convener of the Africans Communicating Africa summit, Georgina Asare Fiagbenu, said many stories about Africa were told by non-Africans and mostly focused on conflict, poverty, and instability, thereby creating distorted impressions of the continent.
“The story of Africa needs to change, and it must be led by Africans,” she said.
Mrs Fiagbenu explained that the summit sought to build a network of communication professionals committed to promoting authentic and empowering African narratives across the globe.
She added that storytelling about Africa should go beyond journalism and public relations to include marketers, filmmakers, advertisers, authors, digital content creators, and other creatives whose work shaped global perceptions of the continent.
BY KINGSLEY ASARE
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