The establishment of continental media is one of the critical agendas expected to draw African leaders at the upcoming African Union General Assembly, said a communication expert.
Woldia University's Public and International Relations Executive, Birhan Dejen, opined that Africa's resources, development potential, assets and indigenous values are yet untold.
"Until Africa owns a media responsible for reporting those untold stories and facts, the continent will continue to be misrepresented on foreign news outlets," he stated.
The Western media covering international events are selective of happenings in Africa. They prioritize negative stories. Through a gradual process, they have portrayed the continent as a crisis center, the expert said.
Speaking about the importance of a continental media, Birhan noted that Africa is losing the opportunity to attract investments and economic developments because of poor media reporting.
An influential media that covers continental as well as international issues is becoming the most important instrument to promote resources and opportunities. Having several local media outlets with limited impact, Africa is experiencing a dependency on others' media, he emphasized.
To him, the existing national and local outlets working for countries lack the ability to interconnect the continent. "They should focus on creating possibilities of making African stories accessible to all Africans and to the world as well," the expert suggested.
Initiatives like the African Continental Free Trade Area Agreement that are being implemented by the African Union Commission are essential to the formation of continental media. Birhan expressed hope that the advocates by many countries for the establishment of continental media would result in achieving an influential media outlet that reports Africa's realities.
Moreover, the continent has diplomatic opportunities to facilitate the creation of such media. The BRICS countries have valuable experiences from which Africa can learn. The bloc can assist the realization of the initiative with technological support, he said.
