Accra: African communicators have been urged to reclaim the continent's narrative from negative, crisis-driven and stereotypical portrayals that continue to impose profound psychological and economic costs on Africa and its people. Professor Audrey Sitsofe Gadzekpo, a communication expert, at an Inaugural Communicating Africa Summit on Tuesday, emphasized the persistent depiction of Africa through the lenses of poverty, conflict, coups, famine, and corruption, which has entrenched colonial-era stereotypes, weakened the continent's global image, and contributed to billions of dollars in avoidable borrowing costs annually.
According to Ghana News Agency, Prof Gadzekpo highlighted how the 'poverty porn' framing of Africa in sections of the western media has dehumanized Africans, robbed many young people of their dignity, and reinforced a colonial mentality that shaped how Africans viewed themselves and their continent. She stressed that Africa's portrayal as a high-risk investment destination continued to influence international credit rating agencies and global investors, leading to Africa paying as much as 4.2 billion dollars yearly in avoidable interest payments due to negative perceptions perpetuated in global media narratives.
Prof Gadzekpo argued that reclaiming the narrative was an economic and developmental imperative to influence investment flows, global partnerships, and the confidence of future generations. She pointed out that single stories often reduced Africa to one-dimensional depictions while ignoring the continent's democratic gains, innovation, resilience, and cultural richness. She urged African communicators to critically examine the stereotypes they themselves perpetuated about race, class, religion, gender, and nationality, advocating for solutions by multiplying perspectives and experiences.
Digital platforms, data journalism, podcasting, documentary filmmaking, and artificial intelligence were highlighted as transformative opportunities in reshaping Africa's global image. Prof Gadzekpo called for increased African participation in the design, governance, and training of AI systems, including investments in African language datasets and local technological capacity. She emphasized that the most powerful technology was not artificial intelligence, but the ancient, irreplaceable human technology of a story told with courage, precision, and love for the people at its center.
Togbe Kwasinyi Kakaklolo Agyeman V, Communication for Social Change Advocate, expressed that the Communicating Africa Summit must help shape language, image, memory, and public discourse across the continent. He noted that the work ahead required patience and involved careful editing of Africa's stories across various platforms and mediums, stressing the importance of listening well to capture diverse voices and stories.
The Reverend Dr Joyce Aryee, Executive Director of Salt and Light Ministries, and Chairperson for the Summit, stated that the African story must be told accurately with courage and precision. She emphasized the responsibility to change the narrative truthfully for current and future generations.