*AT THE HEART OF DEVELOPMENT, AGENDA FOR MASS MEDIA IN AFRICA* By Abdulwarees Solanke

By Abdulwarees Solanke

The real challenge of development in Africa and The Third World is how to facilitate the mobilization of citizenry for participation in governance and development because what is projected mostly by the independent or foreign  media is often alienating the citizens from having faith and confidence in their countries.

Stories mostly told of Africa by western media are often depressing SWOCT as they of sicknesses and wars or waste,  of oddities and challenges or threats, not of promises, prospect and beauty of our land

We must reinvent the matrix of SWOC/T stories mostly told about us in the Western media to that of stories that show our strengths and celebrate our successes, stories that reveal worth of our wealth and wins, stories that will advance our ownership of our opportunities and explore our potentials.

So, what stories must the mass media tell of their countries? In specific terms therefore, the following are pertinent in the way we tell our stories, not only in Africa but also in other countries pursuing or implementing policies on sustainable development as enunciated in the 17 SDGs. Our stories must:

First, our stories must assure fidelity to policy, plans and programmes for enunciated in the 17 UN SDGs; and  stimulate Productivity in Industry and Economy of Africa, Asia Pacific and the Caribbean nations at whom the SDGs are principally targeted;

It is important  that the  mass in these countries must mainstream Peace and Nation-Building/Conflict Resolution; Pluralism, Diversity & Inclusiveness in the continents that are mostly victims of political, ethnic/racial and religious crises which stultify development.

In addition the mass media must encourage participation in governance as there is a usually a wide gap between governing elites and the common citizens.

Additionally, they must monitor provision of critical social infrastructure that are being provided in the transformation projects of the SDGs;

Principally too, the mass media must engender partnership and collaboration for development not only among internal stakeholders but also with UN institutions, international agencies and NGOs committed to the success of the SDGs;

They must be the vanguard of advocacy for the  Protection of the Environment by promoting  responsible use of resources as well as advocating  positive Values, Ethical Practices and Integrity in Public Management and Leadership

Importantly also, they must serve as Performance Measurement Mechanism; assist in Prioritization of Public Needs; and as Platforms for Provision of policy choices and determination of alternatives; and sensitize public interest in issues of sustainable development through publicity of achievements and Progress Reports,

Certainly, it is our responsibility as media content providers and distributors in Africa, Asia and more to tell compelling and impactful stories about our continents’ strides which would galvanize all stakeholders to commit themselves and indeed ensure the attainment of the 17 lofty sustainable development goals within target. But how do we tell these stories? Such stories must be told creatively and engagingly for the governments to appreciate and respect the mass media as partners in progress and not just as mere watchdog of the society.

The strategies and approaches to telling our stories must be able to galvanize citizens understanding that it is in their interest to think and act responsibly in their exploration and utilization of the resources of the earth, and protection of the environment.

These are what we must commit ourselves to if we in public service media industry must live up to the demands of our roles as facilitators or agents of change in the stories we tell about our society. It is compelling that we tell stories of how to regenerate, conserve, protect and manage the earth resources so that the environment we are bequeathing to the future generation is not over-used, abused or compromised. Telling truly impactful Sustainable Development Stories demands that we are authentic, creative, committed, enthusiastic, patriotic, yet professional, taking our mission for development as a TRUST.

 Certainly, we must  tell stories that will increase our chances in achieving the goals and objectives of development as enunciated by the UN in the 17 SDGs  in the issues we frame, the themes we focus on and the choices we consider or mainstream in the media production processes, the talents and opportunities we unveil in our programmes and publications, the courage and commitment we demonstrate in the feature or coverage of the critical infrastructure needed to fast track development:

We must tell stories celebrating our creativity, showcasing our investments in human capital or  talents and promoting our cultural heritage, not ones that demonize our values, traditions, rites, symbols   and practices.

This I believe is the way we should tell our stories to advance sustainable development in Africa, Asia and More.