Content analysis of news stories from the 1990s and 2010s reveals a little shift in the tone of media coverage of Africa over the last 20 years. This is according to a new report titled “The Cost of Media Stereotypes to Africa,” launched by Africa Practice and Africa No Filter.
But even with these encouraging changes, the report notes that negative stories continue to dominate media coverage of Africa.
“Africa is arguably still unique when looking at the volume of negative coverage. Moreover, the specific stereotypes that emerge are unique to Africa and are most probably steeped in problematic traditional views of the continent,” the report reads.
Africa seems to be in a constant state of crisis due to news reports about political unrest, health epidemics, and corruption scandals.
Even when equally significant good improvements are occurring throughout the area, this propensity to highlight negative occurrences causes a disproportionate attention on the problems facing the continent.
“Negative events are common during election cycles, however, the extent of coverage devoted to these is amplified for African nations,” the report states.
Additionally, the report revealed that Africa loses an estimated $4.2 billion a year as a result of inaccurate representations of the events on the continent in the Western media.
Based on a case study and the report’s calculations, it is estimated that “countries lose between 0.026% and 0.144% GDP, per year, as a result of biased media.
This equates to between USD 50 million and USD 495 million per year. Over the term to maturity of their bonds, these countries would collectively lose USD 4.2 billion dollars.”
To combat this problem, media coverage has to become more unbiased, and inclusive of positive developments as well as other events.
African journalists also have to play a huge part in reshaping the narrative they are explicitly woven into.
This in turn could potentially bolster Africa’s credit ratings and enhance investor confidence, further promoting growth in key sectors like tourism, manufacturing, and financial services.
