Strengthening collaboration with international and African media outlets is key to improving how the continent is portrayed globally.
This was said during the panel session titled “Media as the Handmaiden of Diplomacy,” at the MTN Media Innovation summit in the University of Johannesburg, South Africa.
The panellist agreed that African media must deepen cross-border partnerships, share resources, and engage in joint reporting projects if they are to counter persistent stereotypes and biases in international coverage.
“If African publications build stronger relationships with one another and with global outlets, we can reshape the narratives that dominate our continent,” said Reggy Moalusi, executive director South African National Editors’ Forum.
“The world cannot continue to define Africa without African voices at the table,” he said.
The call for collaboration came against a backdrop of concerns over the growing influence of both Western and Chinese media across Africa. While Chinese-backed broadcasters provide infrastructure and training, and Western outlets dominate global narratives, participants warned that African perspectives risk being sidelined.
“Building editorial alliances between African media houses is the first step,” said Moalusi.
“If we can report on migration, trade, and security issues together, our stories carry more weight globally.”
Rethinking state broadcasters
When answering questions about Africa’s state-owned broadcasters, often criticised as mouthpieces for governments.
Emmanuel Matambo, Centre for Africa-China Studies, UJ, urged them to reposition as genuine public-interest platforms that could lead to building regional media ties.
“Trust and credibility are the currency of journalism.Our broadcasters must serve the people, not the ruling party, if we want our stories to be taken seriously internationally,” he said.
Reaching the next generation
With nearly 70 per cent of Africa’s population under 30, panellists stressed that collaboration must also extend to digital platforms.
Cross-African social media campaigns, joint fact-checking initiatives, and youth-focused storytelling were cited as ways to connect with a generation that consumes news primarily on TikTok, WhatsApp, and X.
“Young people are not waiting for TV bulletins,” said the executive director of SANEF. “If African media don’t speak to them online, we risk losing them to outside narratives.”
Diplomacy and media responsibility
The conversation also addressed tensions fueled by media reporting on migration and xenophobia, especially between South Africa and Nigeria.
“Media relations are also diplomatic relations,” said Moalusi“The language we use can either inflame or heal.”
The consensus was clear: African media must take ownership of its narrative by fostering partnerships, investing in digital innovation, and pushing for editorial independence. “Africa needs to speak with one voice,” said Matambo, “The more we work together as African publications and with international media, the more influence we will have in shaping global perceptions.”
