ADDIS ABABA- African countries need to pay attention to the ways they can manage their stories in a productive fashion through their media houses, according to some African journalists.
In an exclusive interview with The Ethiopian Herald, Jared Umbui, Kenya Broadcast Corporation Digital Manager said that Africa had been consuming from western and eastern media outlets for various reasons, but now it is time for Africans to reform their media houses with the view of managing their own stories and agendas.
Despite its potentials, the continent has been rather portrayed in a negative light in the media for many years. “And since the media has the power to shape and frame agendas, the continent’s media houses should be well organized to do away from the business as usual approaches.” In my view, if respective Africans media become vibrant, that does not mean they should not report negative happenings.
Whilst becoming a vibrant media means bringing forward all stories whether positive or negative, positive stories should be emphasized upon. “We are hearing ‘Africa is rising’ stories on the continent from the media, and it must play a vital role by being focused and purpose-driven to maintain this scenario.”
Africans should push their respective leaders and professionals to run well established media houses, and create vibrant media. While the Africa Union (AU) has many responsibilities’ in this regard, and is doing things to that end, a lot remains to be done when it comes to strengthening the continent’s media.
In conclusion, he said that if media efficiency grows, accountability will prevail in all ranks of the society, which is important. “If we strengthen media houses, well-informed communities will be created that could decide and participate for themselves in political and economic affairs, which in my view is crucial for the continent.”
Saikou Jammeh, Gambia Press Union General Secretary, for his part told the newspaper that African media is the most prosecuted institution in many ways, where professionals are facing mistreatment, and it should be altered.
Since media has a huge role in promoting peace and development, Africa should create medias that sounds Africans’ interests. As to him, the continent’s medias should also be free from the hands of intruders that are looking out to serve their interest. “African leadership should buckle up, and do everything they can to strengthen media houses and make them play constructive role as per their respective countries’ contexts.”
Africa is facing challenges in terms of building positive images and mechanisms and skills to promote peace at the grass roots. For the media are an indispensable agent of development in any nation given their invaluable contribution to governance as a watchdog and partner in progress with other arms of government, in a developing continent like Africa, media should be shaped and structured to benefit the community at large in economic and political and societal affairs, he concluded.
The Ethiopian Herald December 18/2019
BY MENGISTEAB TESHOME
