Harmful stereotypes about Africa in the global media are costing the continent billions each year and shaping damaging perceptions, campaigners are warning. A recent report explored the economic impact of biased media narratives, linking them to lost investment opportunities and higher borrowing costs for African nations.

“Negative narratives about Africa have real consequences for people’s lives and futures,” said Abimbola Ogundairo, campaign lead for the NGO Africa No Filter, which produced the report and works to promote balanced storytelling about the continent.

The organisation's latest research found these biases cost African economies $4.2 billion annually in lost investment opportunities.

It found that persistent portrayals of poverty, conflict and corruption have far-reaching consequences, from deterring investment to increasing borrowing costs for African nations.

Stories of success, innovation, and resilience were overlooked.

Investors deterred

Using case studies and data analysis, the report examined how media narratives influence investment, particularly during election periods. It compared African countries to their global peers and quantified the costs of misrepresentation.

The report also quantified how biased media coverage correlates with sovereign bond yields – a critical financial indicator.

It found that even nations with strong democratic institutions are often framed through lenses of instability and corruption – reinforcing negative stereotypes and overshadowing progress.

The Spotlight on Africa podcast explores this issue, featuring interviews with both Ogundairo, who is from Nigeria, and the acclaimed filmmaker Abderrahmane Sissako, from Mauritania.

Both emphasise the need for African voices to take control of the continent’s narrative.

Episode mixed by Vincent Pora.

Spotlight on Africa is a podcast from Radio France Internationale.