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the africa, 54 countries is 1500000000 people in a multitude of traditions, experiences, and realities. so why is mainstream media and our social media feelings at times populated by simplicity given lazy stereotypes? and what is the true impacts of these misrepresentation of these voices? and this is district, the

a study by the media impacts project in the us in 2019 found that v where's there were more than twice as likely to see negative rather than positive depictions of african tv. and the most common terms used in relation to africa were social and political instability, violence, death, corruption, and poverty. but what are people on the continent and in the diaspora want to hear when the world talks about them for the question to our community. i wonder what to know that because not for africa is west africa is under developed and exploited. okay, so which is continental us not only by its round resources, but most importantly by these people, africa is limitless. and what the world to know that africa is resilience. africa is resilience. africa is complex. i want to want to know that africa is no country

advocates the most diverse confidence on the planet. with thousands of ethnic groups, thousands of languages. it's a content with 54 nations and over 1400000000 people, full potential. and, oh, differences are what makes the survey africa as the origin. today on this train or guess will be re cleaning the narrative about africa's past, present, and sharing their hopes for africa's future. joining us our fuse o d g a grammy award winning multi platinum selling musician born in the u. k. but i've been in heritage, locate my cora, executive director of africa know filter and organization working to shift their typical narratives about the continent. inca i did go k, editor of semaphore africa, which attracts the most important stories and analysis from the continent. and i don't mooney the renowned artist behind africa photo fair and the oddest photo fast

. thank you all so much for your time. it's an honor to have you on the show today . i 1st want to ask you o the same thing. we asked our community what words would you like to see used to describe africa fuse can i start with you? yeah, africa's powerful and the biggest contribute phone to the receive today the inca, which i think it. yes, definitely. it's use. it's craig, timothy is an innovation of the of the was a come to mind, but i think it was either your turn. i mean somebody as an artist, as it goes inspirational and definitely resilience. okay. let me, it's actually a sentence i see because the world's greatest on task opportunity. well, that's very inspirational. and lucky,

a research published by your group africa know filter and consultants africa practice found that africa could be losing up to $4200000000.00 annually in interest payments on its loans primarily due to star, a typical narratives the dominates global media coverage of the continent i wanted to ask, why did you decide to put this in economic, measurable terms and also how did you reach that figure, or let me start with why we did it because i think the reason why was sitting here, i'm sitting here today is because that report has suddenly put this discussion about the actual cost of media. if there are types on the agenda and the, you know, everybody just thinks the number, the key to put numbers on the table. nobody's really not interested in. it becomes a nebulous thing about storytelling. and we need to change the stories that you know about africa. but once you put numbers to it, i mean $4200000000.00 to educate $12000000.00 children on the concept. every single

. yeah. so there's a substantial cost to it. um and you know, finding that figure that was really hard. um, it was done actually buys the convers after practice. and essentially they, what they did. i mean, there's local each one of the essential what they did. we looked at the one thing that every single country in the world get covered, and that's when they have elections. so we looked at it actually coverage in about 6 different countries that were different. so it was egypt, south africa, kenya, there was malaysia, thailand and denmark. and we looked at the coverage during the election period and we found the time and time again. and it's something we, we know that coverage in africa was just the law was no negative. would use, it was like you do election bind, it's just unusual things that you expect some of the coverage and, you know, we found that so which we know to that. but what we also looked at was the cost of borrowings asking governance the bond yields the interest rates. they pay certain

countries like egypt pay as much as you have 15 percent. that another country is like deadlock pages, little is less than one percent. and why there's a risk premium africa has and we will send it as a combination between media sentiment, if it's negative, it directly impacts the interest rates that country they've charged. so that's kind of how we got the figures to $4200000000.00 to be extracted agent out across the, you know, the content. but again, is just the cost of immediate contribution. there are lots of other factors we don't say need your solely responsible. so i, i don't want to waste thinking that tool on, on me just because we completed with the important role. but there is a contribution and $4200000000.00. oh yeah, it's important. clarify, obviously it's, it's not only the media, but it's the concrete side of that stereotype. in terms of attempting to break these perpetuating stereotypes, fuse you actually made headlines when you turn down an invitation to join the

revamp of the band. a track do they know it's christmas? you didn't just turned down the invitation. you actually released a response track. let's take a look. everything over to the comment to advertise last week last week. in the previous interactions, you said, we know when it's christmas, this is more than a song is a statement. can you tell us more about how it came about and why you chose not to participate in the band a release? so i grew up in london. i did a 2nd just going to london and going on for london. those as a perception of how people see that people are not just black people or so back

african. um and you know, i found out very, you know, the hard way as a child. that although i was so proud of being gone in being african in school, the people didn't see it that way because i grew up and gone and was by the time. ready is good and gone as i was super proud of. um um you know, my culture but i something come back to london to continue my education and i realize that the kids would always law for my country or law for the continent. whenever anything you know is, comes on tv to do with africa. it was so negative that would the african kids started to pretend to be kind of being, you know, and, and every time i told the story, africans in africa usually shot to head is. but this is, this was my reality, this is our reality. and that you can search and all the tv and then seeing a band aid, you know, on the screen i fatality made a lot sense to me why the kids with respect to us from any made me disconnect with, with my culture and who i am. so for me, as i've got older and white and so you know, making music,

i made it my emission to make sure that that child of goes to school does not disconnect of who they are. you know, there's nothing either, i don't know who some than a child happened to pretend to be somebody else we've gone through our children don't need to go to it. so for me, i've made to my admission to realign how the world sees us and how africans see and feel about themselves. so for me, making that, you know, we know this christmas was not just live in a well know that you know, the initiatives, lab, band aid have really destroyed our collective identity of and college. how about well, so it's about us, we, you know, reclaiming on narrative with natural depending on the story. and that's why i made my old song to kind of a fun who we are, african as well. and reclaiming pride as well. right. i guess, i guess you're, you're from, if you open up the country the, the original band aid was created to raise funds for 40 years on here we are

talking about the impact on the way you portrayed africa. also as future said, because that campaign made use of very particular visuals in your work as the photo journalist and when you work with young photographers on the continent, and do you see a difference in the way? say you and your students for tray is jo pierre versus how if you will please per trade in, in band a aid. why is that and, and what is the impact? i mean, the main reason why they got into photography was really because of the images of the eighty's, the video pet during the famine. and you know, this was something that i've understood that often, you know, living abroad. i think everyone can share the same sentiments. you know, when you tell them you're from africa, are you from ethiopia, there are clear cliches that have been put pushed in the media. so for me, uh, the basis of everything that i do has been to re shift to this and to educate new

image makers because as many of us know, advertise a complex place as not just one story, a one thing. so for me, uh, education is really the foundation of a change in that narrative and i've done many interviews and done, you know, different activities as it relates to creating uh, you know, photographers that are telling our own story. and i believe that a lot of the times, especially in our countries, when we talked about photography or the creative sector, it's often not taken seriously, but the impact is actually resonates globally. and i think in the world that we live in where we're consuming the most amount of images, this is why social media is play such an important role in connecting us with the world that we didn't have when i started photography. so for this, when we not only talking about these, he won't be able to also talk in various parts of the continent. i think the key focus is not just looking at how others are portraying us, but also the access that we have to protect ourselves. and a lot of this requires also and then from our governments and the price, you know, having better education institutions. because at the end of the day,

we're talking about media and communication, which does have economic implications, o l test on social media. and i'm gonna ask you guys about it a little later in the show, but inca staying with mainstream media. and let's say that way as an editor you, you make news decisions every day. and you wrote about the fact that african use papers and news rooms often see after go through the lens of international outlets and news. why do you think that happens and what are the implications? what is the impact bag? okay, so i mean, i mean, i think the, the issue is the same across the board globally, which is the media business everywhere is struggling to some extent. and obviously in the wealthy countries, all countries that have those of these global media giants, they have long,

long established institutions built out. that's what's a job journalist and infrastructure across the wells, particularly in the countries that they are most focused on the in be in the west and south, and possibly the least, the southern other regions. and in africa, that has not be that much of best that what this means is that there are fewer stories told the fuel stories told of africa means that the stories that end up getting to the front page of the biggest news organizations tend to be the ones about the latest dramatic price. this leaves us uh no conflict uh. busy let's see. so what, what have you, if you could all do the, it comes from a place of carried pots in actual fact the impact is quite significant

in terms of shape in the way the world sees. this very complex. uh, a very large uh, confidence. this is an issue all of the, you know, resources within the industry. we think in the way we structure the media industry . so we have, you know, what's i like to call a set before a more complete story, right? or you can say better stories, but better stories be a wide variety of stories about a really complex, confident with so many different stories to be told somebody different images to be sold as well. it's interesting. we've seen many young africans taking upon themselves to actually convey different narratives from across the content. for example, marie, hello the creator on how bar in gemma. a social media channel where she talks about all things, africa from pop, culture to politics. so explained to us how important it is to counter as their typical narratives and what the response to her content has been. take

a look. this is good news. sunday sir. all the good things going on in africa today . mainstream media tends to frame advocate through the lens of poverty, conflict, and crisis alma overlooking the innovation resilience and vibrant cultures that define the continent. and these narratives don't to shape perceptions, the impact, economic opportunities, investment decisions, and even how african see themselves. why would you want to invest with something when you have not been shown as potential? that's why using social media to f o 5 positive and balance stories is so important . i started this journey because it was hard for me to find stories about advocates that reflected it's true. complexity and social media gave me the power to tell the stories directly without any gatekeepers. the response has been incredible. my content has support department conversations connected advocates across the day astra. and as an honor to be recognized as one of the $100.00 most influential africans of 2023. to see my work, not just entertain, but educate and inspire as a reminder that people want these stories,

they just haven't always had access to. the social media is one of the most powerful tools we have to challenge outdated narratives and share our stories on our own terms. if we don't tell our story, somebody else will, and they might not always get it right. that's why i do it. i do. and why encourage more people to take control of their own narratives? ok, i thought you were nodding their how important overall has social media played in exposing people to a different african giving voice to africans is actually the, i just want to say marie is that she one is off. how does it after that? so to we we, we also support is i think that's a critical thing. social media is the password. it's actually the tool that we can control. and i think it is the thing that we defining. advocates a certain extent because traditional media to what you tell us saying it's been a little bit it's, it's the step behind. but social media is, is what we have right now and it's, it's democratic. everybody has access to it and there's

a lot of content creators of people who are making contact because because they try, i think the creative sector is one of the biggest employers of young people because we are, you know, we, they had to go for a minute they are young and they, i'm not the time when you do this. and so i think it's a fantastic opportunity. but i just want to say something about ann marie marie has, has a over 8000000 views. people 8000000 people that are more than some of the largest traditional media. absolutely in the world. mm hm. so she's powerful and we can't underestimate that. so i think social media has a big part to play, but it doesn't absolve traditional media because global decision makers, the people who have the money, people who make the investment, then not watching marine to be the key that the financial times they're looking onto there. they're looking at cnn and we know because we need to watch the global media index. we know the outlet still covering the content in

a very one dimensional weight. i think we have to be careful about saying we don't want bad new stories because bad things happen in africa. bad things happens every way. bescedy or see, you know, that's happening. now we know this done so would not say that conflict doesn't happen, but what we think we're moving that one dimensional story. and i think a lot of the stories, but i tend not to humanize us. and you're absolutely right in mentioning the power that marie has and the quality of our content as well. and the fact that 8000000 people are actually doing that says a lot about the people in the interest of, well actually has because outlets, sometimes i won't, if i'm not interested, well, they actually are fuse. you have taken some very practical steps in terms of investing in the use. so when i ask you about sona school of new africa, can you tell us more about this project and about why you decided that that was an important step. so so in our school of view, africa is an educational platform that teaches african history and language is the

ideal. so now is again for us to retain my narrative and tell our story. we also feel like, you know, this only so much that we can do. so you know what we're doing the works everybody doing is kind of what we're doing on what to, you know, it's, it's a reshape how the world sees us. but there's only so much that we can do, but what we have control of is our kids, right? in the sense that, that we have the power to fund lar kids. we have the power to, to, to, to control what happens in our home. so by using the power of technology, you know, it's on the tablets on a phone. what happens with the child learns about what is powerful lead as well come before us, you know, and, and, and, and for them to understand and see themselves, you know, quick representation methods again, accidentally we haven't had, you know, the best representation of africans. so for us, it's about solving that positive representation for kids to understand the power for people to come before them,

let them so therefore they are also capable of being powerful now and in the future . it's about putting the next generation to understand that yes, we'll come across problems, but we can also be the solution to our problems. because over the past 400 years, we've been getting told who we are by their own people. and it's not time for us to be off of to our kids. also we can book the next generation of leaders that's very powerful. and in terms of empowering kids, young people to tell their own story. and we also found it very interesting that what we saw online has a different tone. many young people reclaiming the narrative, but also using humor to do and take a look. oh sweetie, i didn't mean to confuse you. we genuinely don't have phones enough for it. if that's any time and once to communicate to a family or friends, we just go find the draft close to us. and then we pull the draft open and speak directly into each vehicle and then the other person. so where we are communicating,

we also have to be on the other end of i know that you love to hear every message we have passed across to them. and if it's about like fuel main content like this, well, we need to do just the stand in front of the draft. the i is a huge the come here as i'm fuel mean for key on any me. they need to record everything we do. and then we point exposure to edit the content on top it's antenna, which is the wi fi source to applaud the content on the internet. it's on. that's how we actually survive enough to go without cellphones. we actually don't really need cellphones because we have some amazing gy rough and yeah, they do the best job. so yeah, i that, that was pretty brilliant. i mean, i want your take here on, on how brilliant young creators are in terms of shifting the narrative, shifting the tone and engaging even more people. i mean, i've been teaching for quite some time in different parts of africa and you know, uh, the most inspirational thing for me is to see, you know,

a lot of the young photographers creating amazing work and you know, leaving for the motivation why started africa photos there was not only to educate photographers and to showcase their work, but also to teach the community of what our stories look like, what images from other parts of the world looks like. and, you know, our ultimate goal is really to push the images into the international market and push talented to international market. at social media has been that tool that everyone is sharing their story and their content. but again, you know, as everyone was mentioning is that everyone is still looking at the international media and, and again, the power of social media in this, um, and the power of the use, i would say, i mean 60 percent of the confidence population is under the age of $25.00, and that says a lot about the future and the prospect right on dash one to each one of you to give me 2 sentences about how you see the future. i know this is a complex one because it's

a complex place. but if you could give me 2 sentences about the future of this beautiful and rich continent, i think i can get you to start. and if it's a feature of problem solving, although by ask because ourselves is the creativity, all of this is going to be fused into what like, you know, i vision and i worked with a lot of young african john this uh, over the last 10 years. and i can see that there's a lot vision and i hope that's uh is uh, a be the intended right now and no. okay. so i wanted to back up to somebody because i think that's what so that can because it was with things a lot heavily on the confidence that st bigger 60 percent of the younger people want to leave africa because they don't get the opportunity for themselves. and it's not because the opportunity is not bad because we're not looking at it the right way. so i really want the wells and the media to conduct the creed just to talk about the opportunity never. it's because it's without optimism. we don't

invest, we don't build, we don't stay, we don't try on either your vision for the future of us. i mean, i always hear people say the future is africa, but for me, the future is actually now and i would encourage anyone watching this to come to africa and to see with your own eyes because the reality of what's on the ground and what you see in the media obviously is 2 different things, but you know, i'm fully invested in the continents and to me, it's a exciting time for us and you know, we have obviously a lot of challenges to overcome. but through that, you know, the key thing is that there's a lot of opportunities and a lot of things still to do here. fuse final work from you. yes, so yeah, what i would say is right now this a soft level of pollution. africans are back in love with themselves. let's use this to, you know, to, to not retain by the end of the dental all story for the 1st time in history. although we had the original pin dependents back in by hand. so it's up to us how

we tell our story, and it's not as how we deal with the next generation and lead us how they see themselves. so right now is crucial time, as you never want to say in the future is now it's really proof of the we tell our story in order to build the next generation and lead us a, we can become the solution to all parties. the furniture is advocate in the future is now with that in line. thank you so much fuse located inc and i to for your time for joining the stream today. and thank you all for tuning in to stay in touch with us online. you can use the hash tag or the handle energy stream and we will look into your questions and suggestions take care. and also using the todd huge. i mean to be some could be in term head for 4 years, which is pretty much an electron times. no. i didn't say that that would be for 40 years facing realities. what does donald trump's re election mean?

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