Jackie Nomthandazo Ndebele explores how African countries have decolonised media to create a nuanced way of thinking on African identity
African media is deeply impacted and shaped by Western Imperial discourses. Western portrayals used to represent African stories have reduced the Global South to being seen as an ‘entity’ of struggle. Eurocentric media narratives and theories have ignored African indigenous systems and realities. As a result, there is a disregard for nuanced narratives of people living in Africa. This is where decolonising comes into play. Decolonising Western epistemologies allows African communities to reclaim their power to narrate their experiences in the media.
When it comes to contextualising and representing African narratives and media, it is ‘blinded’ by Eurocentric epistemologies and practices (Collins 2017:17). This has led to the misrepresentation and disregard of African voices and realities in the media. Western ideologies tend not to accommodate the Global South, as these ideologies centre on Western (North American and European societies) perspectives and realities. Eurocentrism has become the conventional and ‘naturalised’ knowledge in the media; this way of reasoning has a specific (one-sided story) worldview (Hoskins 1992:247-250). In addition, Western theories are seen as the standard ‘agent’ that measures humanity. African media and narratives are constantly marginalised in the Global North. Eurocentric media theories and Western media have continually reflected Africa through a stereotypical lens of poverty and conflict. The white gaze has rejected the voices and experiences of Africans (hooks 1992:115-120). Therefore, it is important to change our ways of seeing and thinking of Africa as Africans by deconstructing European media narratives that heavily rely on biases that distort meaningful understanding of Africa and its complexities. Stories about Africa are influenced by Western scholars who have managed to project negative signifiers of Africa. This is highly problematic. News values are highly informed by Western positionality and reality, which has resulted in reducing the agency of nuanced African stories.
Before I explore the decolonisation of African media in Ethiopia, it is important for us to explore and understand the concept of decolonising. Decolonising is the notion of challenging and dismantling colonial structures and discourses to reclaim agency and positionality of colonised countries (such as African and South American countries) (Betts 2012:24-25). Decolonisation confronts Western practices that have influenced knowledge (Betts 2012:24). A great example of decolonisation in the media is the introduction of Africanisation. Africanisation has allowed Africans to tell their stories, reflect their realities and present Africa in its complexities and diversity (Adams 1975:52). The ideas of Africanisation have driven the movement of ensuring that African language systems and histories are central to African media production.
De-westernising African media systems opens the doors to address and reflect the deep-rooted influence of Eurocentric discourses/narratives and the global power imbalances that continue to shape how Africa is contextualised and how Africans consume information. Many African scholars believe that news and journalistic practices need to be based on diverse historical realities and values rather than colonial approaches, which are seen as superior (2022). As an African scholar, I understand the process of decolonising African epistemologies as a practice that allows Africans to reclaim our identity and right to tell our stories from our perspectives. Furthermore, de-westernising African media drives the agenda of shifting power, prioritising indigenous knowledge and celebrating African identity.
Ethiopia has taken the agency of decolonising its media. It is important to note that the history of media in Ethiopia is greatly influenced by the country’s political struggles and the resistance against colonial influences. Ethiopia is a country that was not historically colonised; however, this cannot be said about Ethiopian media. Ethiopian media was/is deeply influenced by Western narratives that dominate African media. As a result, Ethiopia has taken the agency to decolonise its media by promoting local languages and establishing independent media platforms and organisations that reflect the diverse cultures of Ethiopia. Ethiopian media outlets such as Addis Standard and Ethiopia Insight focus on local reporting and African-centred analysis, which moves away from depending on Western news agencies and narratives. It can be said that the decolonising of media in Ethiopia has established a space where all Ethiopians are represented, no matter what ethnic group one is in. Decolonisation in Ethiopia is central to connecting and reclaiming one’s sense of positionality and dignity. The Ethiopian media outlet, Addis Standard, has become a media force that has helped in reshaping how Ethiopia produces its news and how it is consumed. Addis Standard is an independent news outlet that was established in 2011 by journalist Tsedale Lemma. This outlet has played the role of decolonising Ethiopia’s media by challenging and dismantling external stereotypes (driven by the Global North media)(2016).
Addis Standard produces news reporting that amplifies and highlights diverse voices by storytelling using the many indigenous languages of Ethiopia. Addis Standard reports in the following indigenous languages, Amharic and Oromo (2016). Incorporating the indigenous languages of Ethiopia decentralises the conventional Western way of knowledge production, which allows Addis Standard to reflect on the narratives and plurality of Ethiopian ethnic groups. Addis Standard challenges the notion of favouring the English language over African indigenous languages. Moreover, Addis Standard provides nuanced and local journalism that questions the narratives of Ethiopia being represented through negative signifiers of conflict and famine. Addis Standard decentralises media power by giving local and marginalised people a platform to share stories and solutions to community issues. This rejects the historical colonial media practice where the media serves only the elite audience.
One can see with the reporting of the Guliso Massacre (which was an attack on ethnic minorities of the Amhara in November 2020) in Ethiopia by Addis Standard, the news outlet provided local narratives and sourcing which amplified marginalised perspectives (2020). Engaging with local voices (communities) decolonises the media as indigenous and local knowledge is represented.
In conclusion, Addis Standard outlet is a great example of decolonising of African media; this news outlet focuses on the Ethiopian perspectives, uses indigenous languages, which challenge state and Western misrepresentations. In addition, Ethiopian media organisations (such as Addis Standard) have helped different ethnic groups in Ethiopia to reclaim their narrative power.
Jackie Nomthandazo Ndebele is the financial manager for Sertiti Resources
Africa in Focus
De-westernising African media systems opens the doors to address and reflect the deep-rooted influence of Eurocentric discourses/narratives and the global power imbalances that continue to shape how Africa is contextualised and how Africans consume information
