A clarion call for Africa to reclaim its narrative resonated at the World Economic Forum in Davos, Switzerland, where renowned communications expert Gina Din-Kariuki urged the continent to move beyond election cycles and prioritise governance and development.

Addressing the gathering, she highlighted the devastating impact of biased media portrayals, which cost African nations an estimated $4.2 billion annually.

Gina Din’s appeal coincided with revelations from The Cost of Media Stereotypes to Africa, a report by Africa No Filter and Africa Practice.

The study found that negative media coverage inflates borrowing costs, deters investment, and undermines Africa’s global standing.

The annual financial loss, the report noted, could educate 12 million children, immunise 73 million people, or provide clean drinking water to two-thirds of Nigeria’s population.

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“Africa must intentionally own its narrative. We cannot afford to keep going from election to election without stopping to govern and showcase the immense potential, resilience, and innovation across the continent,” said Din-Kariuki, underscoring the urgency of countering harmful stereotypes.

The report examined media coverage of elections in Kenya, Nigeria, South Africa, and Egypt, comparing them to countries such as Malaysia, Denmark, and Thailand.

It found stark disparities, with 88 per cent of articles about Kenya’s election period being negative, compared to 48 per cent for Malaysia. Such portrayals, according to the report, exaggerate risks and drive up interest rates on loans.

Improved media sentiment, the study revealed, could reduce borrowing costs by at least 1 per cent, saving African countries billions annually.

To achieve this, the report advocated for the African Union to expedite the establishment of the Africa Credit Rating Agency, which could provide fairer assessments compared to international rating firms.

Din called on African leaders, media practitioners, and citizens to lead the transformation.

“The responsibility to rewrite Africa’s story starts with us—Africans telling the truth about Africa,” she asserted.

The session at Davos echoed the need for intentional storytelling that highlights Africa’s strengths, innovation, and resilience, challenging entrenched biases that have long hindered the continent’s economic growth and global perception.