Africa’s needs better storytelling to spur progress
Mimi Mavuti
Recently, the United Nations marked the 32nd Africa Industrialization Day. No doubt, industrialization is an important element in promoting sustainable socio-economic development in Africa.
Key to fostering this development is the structural role that communication plays. For a continent whose global narrative is largely skewed towards the negative, the role of communications in reversing this trend, and its place in contributing significantly to Africa’s socio-economic rise, is ever more significant.
Since their independence from colonialism, African countries have struggled with building a sustained progressive image and perception; which has not been helped by the louder voices of strife, poverty and poor governance.
This has led to “Afro-pessimism” whereby the populace has been immersed in a state of doom or resignation to fate. This has embedded itself across generations, thus creating a negative value system – which continues to be the lens through which the rest of the world sees Africa.
of the world focusing on the progress that African countries have made, for instance in the green energy front through geothermal power production, manufacturing prowess, or the socio-economic transformation driven by telecommunications, the point of reference is still that of a ravaged continent.
Which begs the question, how can we change this? The answer lies in taking ownership of the amazing things that are happening in Africa and amplifying these stories.
We are in the middle of an era where global storytelling is experiencing a major metamorphosis, underpinned by citizen journalism. A significant part of this is the influencer culture, which can be a valuable tool if used more deliberately to tell home-grown stories.
How about we all commit to make more space on our virtual walls to showcase our SMEs, jua kali or side gig economy that is building a formidable micro-economy and transforming the lives of many Kenyans?
The change we seek needs to begin with us as a continent, nations and individuals.
The acceleration of Africa’s development is impeded, in a big way, by negative perceptions propagated by the gatekeepers and agenda setters of global narratives, usually in the developed world.
This distortion has real implications, including denying countries valuable opportunities to attract Foreign Direct Investment due to the undue positioning as a riskier investment proposition.
Encouragingly, there is a notable change in tone from the international community in telling Africa’s story. Although the continent still faces the aforementioned challenges – which by the way are not unique to Africa – Africans are now boldly critical of how the Western world reports such narratives, and have come out to defend themselves.
It makes me proud to see that, from public commentary and social media platforms to the blogosphere, Africans — including civil society advocates, journalists and writers and even Heads of State — have become more vocal whenever international media disseminate gross misinformation or un-contextual reportage.
Indeed, inaccurate media reports serve to perpetuate the negative bias which can only serve to derail Africa’s industrialization agenda.
There are plenty of advances being made in various fields, be it health, innovation, technology, social entrepreneurship or reformed governance, that deserve more attention than what they currently receive.
To make a difference, African storytelling will require the imbibing of a deeper value and thought system. — The writer is the Head of Corporate Affairs for BAT East Africa
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