AfDB president calls for media transformation

THE President of the African Development Bank (AfDB) Group, Akinwumi Adesina, has called for more balanced media coverage of the continent and its development, noting it was critical for changing false narratives.

In his keynote address at the AllAfrica Media Leaders’ Summit in Nairobi, Kenya, Adesina said development news must be properly prioritised and disseminated.

“To attract even more foreign direct investments, positive stories of African investment opportunities need to be well showcased, as they unfortunately do not get sufficient coverage, if any at all, in western media,” he said.

AfDB Group, president Akinwumi Adesina

Adesina said there was plenty of positive news to report about and highlighted the continent’s economic resilience amid global challenges.

He said that in 2023, Africa’s growth rate surpassed the global average, with 11 African nations ranked among the world’s fastest-growing economies.

The AfDB president noted several positive developments in Africa yet the continent continues to suffer misrepresentations that undermine its economic progress and investment potential.

“Despite the significant progress within our continent, the prevailing media narrative often focuses on negative stereotypes, overlooking the substantial advancements and resilience Africa demonstrates,” he added.

He also highlighted the challenges and transformations within the media sector, highlighting the impact of digital technology.

“The media landscape has dramatically shifted with the rise of the internet and mobile technology, leading to a proliferation of digital platforms. While this has democratised information, it has also complicated issues, the distinction between fact and fiction can become blurred,” Adesina said.

To counter unfair and unbalanced narratives, Adesina called for the creation of a powerful, globally respected African media and proposed strategic collaborations among regional financial institutions to support this cause, emphasising the need for media to act as a catalyst for development.

“We need to celebrate and promote the continent’s successes, turning the tide against the longstanding stereotypes that have clouded the global view of Africa… What you call yourself, is the name others will subscribe to you,” he said.

The AllAfrica Media Leaders’ Summit brings together top media leaders, owners, operators, key players, and government officials from 48 countries.

The theme of the summit Re-engineering African Media in Times of Critical Transformation tackles pressing issues facing the industry in an era of rapid technological change.