Part 4: Why Western Media Still Dominates Africa’s Narrative
By Olakunle Agboola
If Part 3 examined how global narratives are constructed, Part 4 confronts a harder question, why does Western media still hold such influence over Africa’s story?
Media, Power and Perception – by Olakunle Agboola
Decades after independence, many African countries continue to rely on foreign media platforms such as BBC Africa and France 24 to interpret and project their realities. These organisations operate with vast resources, global reach and institutional credibility. Their presence is not the problem. The real issue lies in the imbalance of narrative control.
Coverage of Africa across international media often leans heavily toward conflict, corruption and crisis. These realities exist, but their dominance in global reporting creates a narrow frame. Over time, that frame shapes perception, not only for global audiences, but for Africans themselves.
Media, Power and Perception – by Olakunle Agboola
External influence alone does not explain the problem.
Some countries in the Sahel have taken decisive steps by restricting or removing certain Western media organisations, citing concerns about misrepresentation. These actions remain controversial, but they signal a growing resistance to externally controlled narratives.
In contrast, countries like Nigeria have not taken similar steps. Structural limitations, political interests and the absence of a coordinated media strategy continue to weaken the ability to challenge dominant global voices. More importantly, the journalism ecosystem has not fully aligned with the urgency of narrative ownership.
Media, Power and Perception – by Olakunle Agboola
In some cases, concerns have been raised about the influence of external funding on editorial direction within parts of the African media landscape. When funding structures are tied to foreign institutions, questions emerge about independence and agenda setting. This does not define the entire industry, but it highlights a vulnerability that cannot be ignored.
Beyond funding, Africa has not built a strong, self-sustaining system for media development.
Across parts of Asia, there is a visible shift toward investing in media power, cultural exports and narrative control. Governments and private sectors are building platforms that project their stories globally with clarity and consistency. Africa, by comparison, lacks a unified approach to telling its story at scale.
This brings the focus inward.
Africa’s narrative challenge is not only external, but also internal.
For years, elements of the African film and media industry have contributed to distorted portrayals. Early Nollywood productions often emphasised ritualism, crime and dysfunction without equal attention to progress, innovation or excellence. Those stories travelled widely and left lasting impressions.
At the policy level, there has been no clear and consistent vision for cultural storytelling. Hollywood has, over decades, projected the United States as a symbol of ambition and possibility. Africa has not matched that level of strategic narrative building.
Control has also shifted into the digital space.
Global platforms such as YouTube, Facebook, Instagram and TikTok determine visibility through algorithmic systems. These platforms amplify certain stories and limit others. African creators operate within systems they do not control, competing for attention in an environment shaped by external priorities.
Africa remains largely a consumer within the global media structure, dependent on external systems for distribution and visibility.
This creates a cycle that reinforces itself.
Global media defines the narrative. African audiences consume it. Local industries sometimes mirror it. Without strong alternatives, the pattern continues.
There are signs of change.
A new generation of African journalists, filmmakers and digital creators are building independent platforms and telling more grounded stories. They are challenging inherited narratives and offering a broader view of the continent.
The question is no longer whether Africa has stories to tell.
The question is whether it is ready to control how those stories are told.
(12) Does Africa get the media coverage it deserves? – YouTube
