The African media has not told the true African story.

The media is often referred to as the fourth estate of democracy. That the media shapes perception is an understatement. The media shapes opinion in more ways than one. And yet, African media have left the continent to be cast in negative light by the international media. Too often, the story of Africa as retold in the international media is one of war, disease, and poverty. It's an image which has stuck for a long time, and changing perceptions about Africa will be hard work indeed. What can the African media do to change perceptions about Africa?

It would be important to note that first of all, there is no comprehensive continental channel to project the African view to the world. The African agenda only gets a footnote in the international media, and this makes it harder for the rest of the world to know the genuine success stories in the continent. When a Kenyan wants
to know news about Nigeria, she will most likely get it from an international channel. When a South African wants to know what's happening in DR Congo, she will most likely get it from an international channel. While the international media has no doubt made tremendous gains in including African programs in their schedule, the fact is that these programs are not enough. True, there are many places in Africa where the situation is dire. There is the all too often instability here or there. The recent coup in Burkina Faso, as well as instability in South Sudan, Mali, and The Gambia are a case in point. There are still several areas that are ravaged by poverty and famine. For example, the horn of Africa, as well as the Sahel region, have been in the news in years past because of famine.

It is why then that the continent's media houses must be steadfast in ensuring that they create a whole new narrative for the continent. Some of the media houses in Africa, especially the private ones, are making handsome profits and it defeats logic as to why they do not send reporters on the ground to African countries. Besides, there could be collaborations between the African media to ensure that they cover the continental issues in an indepth level. In the current world, perception is the new reality, and if Africa does not take steps to change its image, then it will lose so much more.