Africa is undergoing a profound shift, and it is crucial to recognise the support the continent needs in this transformation. Journalists and media houses across Africa hold an immense responsibility to reimagine and reshape the continent’s narrative. For decades, Africa has been branded as the “dark continent,” a land where nothing prospers, a perception far removed from reality. The diverse and dynamic people of Africa are not intellectually inept, nor do they all live in the bush. While some communities continue to embrace traditional ways of life, this is a reflection of cultural heritage, not underdevelopment.
Africa is facing strategic efforts to undermine its unity, with powerful external forces working to weaken intercontinental trade and fuel conflict. The ongoing wars and political tensions are part of a broader agenda designed to maintain the continent’s oppressive state. As African leaders gather to continue the vision of Pan-African pioneers like Kwame Nkrumah, their efforts should be supported and amplified by the media. Journalism should play a pivotal role in advancing Africa’s progress rather than perpetuating narratives that hinder its growth.
Tendai Nheta, CEO of Elevation News, emphasises the importance of African journalism in fostering a positive narrative about the continent. “Decades of destabilisation have created deep tensions, and the road to recovery is not an easy one. Moving across African borders remains a challenge, yet rather than dividing nations, we should work towards unity by implementing policies that encourage intra-continental trade and freedom of movement,” he stated.
Despite the wealth of talent among African writers, many contribute to foreign media outlets where their stories are often diluted to fit external perspectives. The intricacies of Africa’s transformation require authentic storytelling from within. Social media has played a significant role in reshaping Africa’s image, particularly among millennials, but more needs to be done to elevate African voices in mainstream media.
Responsible journalism and greater media engagement are crucial to showcasing Africa’s rich cultures, languages, landscapes, and economic potential. The continent has the power to redefine its own story, replacing outdated, negative connotations with narratives of progress, resilience, and innovation. Tendai Nheta is calling on African writers, journalists, and content creators to partner with Elevation Holdings to share authentic stories that highlight the continent’s true potential. A rebranded Africa is not only appealing to investors but also empowers its people by reclaiming control over their own narrative.
