In his opening remarks, 702 radio personality Tim Modise said there is a perception in the developed world that Africa in general, and South Africa in particular, has nothing to offer but Aids, crime, social inequality and poverty and all sorts of negative things - a grim picture portrayed by western media.
"All sorts of achievements, including economic and academic and other positive changes made in Africa and South Africa, are not highlighted by the international media," charged Modise.
Wendy Luhabe, chairperson of the International Marketing Council (IMC) and a leading businesswoman, was even more forthright and categorical in her scathing attack on foreign media. "Foreign media organisations do not bother about Africa's progress," Luhabe said in her keynote speech. "They are not still convinced that Africa can become an economic giant and present serious opportunities for development. That is why they focus too much on traumatising news.
"This poor coverage is perhaps not only due to the lack of interest of their audiences who do not care about what is happening in Africa, but it could also be because of the lack of understanding of our story and the ignorance of our social values."
She pleaded with western journalists to ensure that reporting on Africa is fair, balanced, and accurate and focused on nation-building perspectives and was not based on Afro-pessimism. "It is a pity that we are judged by our superficial social values. Please, strive to understand our story and the challenges we face as a country and as a continent to be able to give fair and objective reporting," she said, adding that media has a voice and consciousness to translate and transform information into the process of empowering the masses.
John Battersby, IMC country manager (UK), also believes that foreign media's reporting on Africa does not correctly reflect the truth about the continent's progress and achievements. Battersby, who is based in London, told Bizcommunity.com: "We are made to believe by the US and UK media that the sky is the limit in those countries. However, countries such as China, India, Brazil and lately South Africa, have been playing a huge role in shaping up the global economy.
"Besides, research shows that at least 50% of big global economic players currently come from the developing world. But this is, unfortunately and surprisingly, not being mentioned in the developed countries' mass-media."
He advised Africans to also read news reports from countries other than US and UK, such as China (Xinhua News Agency) or even Russia, not only to learn about their achievements but also to find a balance and objectivity in global news reporting.
Asked to comment, Peter Mann, CEO of Meropa Communications, used a more conciliatory tone. Mann told Bizcommunity.com: "This is a true fact, but you cannot always expect sunshine journalism. I think it is time that we should start telling our own stories and stop complaining."
The conference, the first of its kind, brought together senior editors from the world's most important media such as CNN, Reuters, CNBC, Wall Street Journal, Dow Jones, Al Jazeera International, Time magazine - to name only a few - with South Africa's leading business decision-makers, government officials and communication professionals.
It also provided a viable platform for dialogue, panel discussions and heated but pertinent debates between local media practitioners and their foreign counterparts, and other major role-players. And, as noted by one delegate, it also represented a useful training exercise to gain good corporate communications skills.
Lulu Letlape, Telkom's corporate communications' group executive and Mzi Malunga, MD of BDFM, were also among the main speakers on Wednesday. Other big guns of the media industry who took part in the panel discussion included Mathatha Tsedu, City Press editor; Jeff Koinange, CNN Africa correspondent; Barry Moody, Reuters Africa editor; Kalay Maistry, Africa correspondent of al-Jazeera International; Jerry Vilakazi, CEO of Business Unity South Africa; and Pheladi Gwangwa, Radio 702 station manager.
For more information, log on www.internationalmediaforum.com.
