Recently i read about a certain journalist who was narrating his conversation with his colleague, they were together in an African Media Conference, and was discussing on a subject matter. What was the subject of discussion? - Africa and how it is being reported to world.
During their discussion which was more like an argument, both expressed and defended their opinion about what they chose to report about Africa to the world.
While one believed that it is better to show the brighter side of Africa- the huge natural and human resources, great achievements of Africans from fashion industry to the film industry, photos of beautiful beaches to vast university campuses, and from ancient mosques to ultra-modern mega cities
The other one chose to report the negative- poverty, sicknesses, unemployment, corruption and all the challenges that Africa is facing, thereby presenting the continent as helpless, defeated, needy, and dependent on the international community.
After reading through the article, it became obvious to me that the wrong perception of Africa by the international community is what we Africans have successfully "sold" to them. Every country and indeed continent have their fair share of such challenges as poverty, sickness, corruption, unemployment and so on, however hardly will you see them showcase such to the world.
While the rest of the world are busy showing their riches and sophistication, concentrating to convince you that they're the best, Africans are heavily engaged in presenting Africa as inferior and needing help. The result is not far from us. Let me ask you this question; what is the picture that comes to your mind when you hear America? Again, what image do you see in your mind when you hear Europe, Asia and Australia? Now juxtapose that with the image that comes to your mind at the mention of Africa- you know the result right?
The saying "dress" the way you want to be addressed couldn't come more handy than now. It is time for us africans to begin to show the world that there is more to Africa than poverty, lack and disease. We have to begin to change the perception the world has about us. Yes we need help from the international community, but are we the only ones that need help? Other continents need help also but how many of them go around presenting their weaknesses just to get help. It is only when we change the content we export to the world that we can truly be addressed properly and respected. Just recently a certain statement was credited to the U.S. president, where he referred to African countries as "shit hole". While many african leaders have come out to condemn that, i sincerely believe this is as a result of what we have sold out to the world to think about us.
Conclusion
As i come to the end of this post i want to remind us all that the project of re branding Africa is ours to do. All hands must be on deck, all fields of endeavor must make this project their task- the media and entertainment industry have a huge role to play here.
It is time for the world to begin to see Africa differently.
