BuaNews (Tshwane)
31 March 2008
Tunis — Rebranding Africa's image and the dissemination of information about the new and emerging Africa was the main theme of the 3rd Africa International Media Summit held over the weekend.
An initiative of the African Communications Agency (ACA), the meeting was organised under the theme "How the youth can help change the image of Africa in the rebranding process".
It was aimed at providing a forum to discuss and exchange ideas on ways likely to correct the negative perception about Africa and disseminate adequately information about its development and emergence.
"We have to give another image reflecting the real face of a developing continent with its hardships and hopes, and its irreversible march towards development, and to dust off the old clichés, such as those of African children with swollen bellies and sad eyes, child soldiers, etc...," said Head of ACA Erieka Bennett.
Africa should no longer be associated only with diseases, conflicts, and natural disasters as the continent also had a beautiful image, with its diversity, human richness, economic potentials and its determination to achieve its development.
"This is a beautiful image that needs to be further enhanced," said a Tunisian participant.
The new approach, "which moves towards the establishment of knowledge societies, should be based on two key elements, including the youth, who make up 50 percent of the continent's population, and the new technologies of communications, said Habiba Mejri, a representative of the African Union (AU).
The President of the African Development Bank Donald Kaberuka, said the attachment to African youth, partnership with civil society and the involvement of the private sector were essential for Africa to correct its image and construct its future.
"We have to develop the positions on the basis of scientific studies which will provide for a better acquaintance with Africa," he stressed.
Mr Kaberuka expressed confidence in the capacity of Africa, which has continued to make progress despite the international financial turbulences, and achieved a growth rate of between 6.0 percent and 6.5 percent.
The summit brought together stakeholders in the media industry, senior government officials from across the continent and the African Diaspora.
It was organized by the ACA, with support from the AU, the Economic Community of West African States (ECOWAS) and the Diaspora African Forum (DAF).
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