Africa’s poor perception worries Buhari
Africa’s poor image is bothering President Muhammadu Buhari. He must have been deeply touched by this poor perception as he embarks on international visits in search of investments in Nigeria with rich socio-economic potentials.
In spite of being a beautiful bride and attracting sizeable amount of FDI in recent time, Africa still struggles with image challenge.
Unfortunately, the degree of negative perception that is portrayed abroad about the continent is higher and worse than the reality on the ground, many visitors attest to this. Two things account for this; inability of communication power within the continent to project Africa and acceptance of the toga of poor, hungry and disease inflicted continent
In a recent discussion, Buhari acknowledged that “Africa, no doubt is the next frontier of global civilization. With an unparalleled economic growth rate averaging 5% across the continent, it is definitely a bride to be courted by all”.
Buhari who was represented at by Nkechi Alli Balogun, former Chairman of the Lagos State Chapter of the Nigerian Institute of Public Relations (NIPR) at the annual African Public Relations Association (APRA) conference in Calabar last week recognized that one key problem centres on the negative narrative that shapes the perception of Africa.
But much as Africa is confronted with primordial issues such as infrastructural development, social welfare, education, manufacturing and agriculture, these, he said are our opportunities; though not denying the many struggles impeding Africa’s progress.
According to him, Africa and Africans are achieving phenomenal feats in their various endeavors across the globe and believed that it is time for Africans to change the narrative, “it is time us to sell a positive Africa, one that is full of hope and a brighter tomorrow”.
“For this new Africa to emerge her citizens have to embrace change. We can no longer do things the way we used to, and expect different results, we must modernize, by modernizing I mean we embrace knowledge, knowledge means education and technology.”
He charged APRA to fashion out practical ways of changing narrative about Africa in a way as to help her fulfill her potentials especially in the area of attracting foreign investments and good balance of trade.
But analysts believe that for Nigeria, the president can start a communication move to rewrite the narratives in addition to the war against corruption and change mantra.
In his remarks at the conference with the theme, “Leapfrogging Africa: The Role of Communication”, Rotimi Oladele, National President of Nigerian Institute of Public Relations (NIPR), was delighted that the APRA conference was held in Nigeria.
Chairman of Dangote Group, Aliko Dangote, represented by Head of Communication of the Group, Tony chiejina, said the conference theme is not only exciting but also poses a challenge to practitioners in a key development sector of any modern society.
He said for too long, “Africa and its citizens have endured negative profiling by the international media and other communication outlets, largely owned and controlled by the powerful advanced nations, as part of cultural imperialism. But it could not have been otherwise, given that the foreign media have their own agenda, which does not include the burnishing of Africa’s image.
“All often, the foreign media have helped to reinforce negative stereotypes about Africans,” Dangote stated.
He regretted that good news from Africa is either suppressed or slanted. This is not because the continent lacks the human capital to project its image, but largely because the political will and the relevant information communication and technology, ICT, tools and infrastructure are nonexistent.