Special to the News-Register Esinath Gunda

THIS EDITION Volume 21, No. 4 May 01, 2003

Front Page

The Distorted Lens: Africa’s image in the American media

How did you come to America? Do you speak
African? Do you have televisions in Africa? Are there any roads in Africa? These are some of the questions that I am bombarded with when I interact with most Americans. The perception of Africa to many Americans is one of a huge natural zoo with half-clad people running around awaiting full exploration by the developed world. To the contrary, Africa is a relatively peaceful continent, home to modern cities with reasonable transportation systems. It also has striking tourist attractions, good health systems and vibrant populations struggling to develop their nations under trying conditions. The American audience would greatly benefit from a more balanced and objective American media representation. To do this, the media must also report on the positive aspects of Africa.

To many Americans, Africa is simply one big country. The media tend to focus on Kenya, which is just one of many African countries, probably because there have been suicide bombings there, some involving Americans citizens. The truth is there are a total of fifty-four countries in Africa, each with its own president. Africa is the second largest of the earth’s seven continents and is three times as big as the United States of America. It covers 22 percent of the world’s total land area, according to The Africa Guide.

The topic most discussed by the American media concerning Africa is war. Contrary to the negative portrayal and perception, most counties in Africa enjoy peace. At the moment, the only countries that are at war are Congo, Ivory Coast and Somalia.

Although it’s true the standard of living enjoyed in many developed nations is better than that of Africa, most people living there have a decent life. Many African countries have modern amenities, cities, transportation and airports. South Africa’s network of roads is similar to that of the United States. Many Americans would be surprised to note that out of 54 countries, 90 percent own national airlines with aircraft engineered and operated by indigenous personnel. The true levels of civilization, economic development and modern medical strides are rarely reflected in the American media.
In fact, the first open-heart surgery was performed in South Africa, and according to The Africa Guide, the world’s biggest hospital is located in Soweto, South Africa.

When negative aspects of African life are reported, the American audience is rarely informed of the current and historical economic injustices that impact it, including exploitative international commercial practices. For example, generations of Africa’s minerals and cash crops have been sold through western markets at prices set in western capitals. Most diamond and copper mines and large tracts of fertile land are owned and controlled by westerners. Because of these economic injustices, much of Africa’s profit benefits western nations.

Due to the negative media representations, most American investors avoid African ventures. Japan and many European nations have taken advantage of American ignorance and now control huge export market shares. In most parts of Africa, one would be hard pressed to see an American-made automobile. Much of what one sees is Japanese modes of transportation. Both Africans and Americans are losing business and economic development opportunities. With balanced reporting, America would realize the majority of African countries are ripe for American investment.

Even the volume of tourism is limited because most Americans fear visiting a continent embroiled in wars. Africa is, therefor, missing out on tourism dollars. For example, there is the spectacular natural waterfall — twice as big as Niagara Falls — called the Victoria Falls or Mosi oa Tunya, meaning “the smile that thunders.” It is situated at the border of Zimbabwe and Zambia. Tourism could also promote cultural exchange. Instead, many Americans are ignorant of the valuable cultural and social values assimilated from Africa.

Mahamet Salem Haroun, producer of the top rated African film Abouna, told the BBC News World Edition that a true picture of Africa needed to be portrayed. He said in Lucas’ movie Star Wars, Lucas exploited Africa. Haroun was equally critical of Hollywood’s portrayal of Africa and African life, adding that this was causing negative stereotypes.

It is clear that the American media’s misrepresentation of Africa does not benefit its audience. Africa’s former colonialists, including the United Kingdom, Germany, Spain, Italy and Portugal as well as Japan benefit from having a better understanding of the continent. Enormous economic, social, political and scientific rewards are being forfeited due to misrepresentations of Africa by the American media. The day is coming when the United States will have a balanced image of Africa, recognizing it is going through normal stages of development and, in spite of surmounting hurdles imposed by her colonial masters, the continent has been ready for massive economic
investment and fair cultural exchange.

(Esinath Gunda is a student in Dr. Gitonga’s English class.)