Mitigating Western media hegemony: Insights and pathways to African development

Abstract

This study explores the pervasive hegemony of Western nations in global media and communication systems, with a specific focus on the role of International News Agencies (INAs) in perpetuating cultural imperialism against African countries. Employing a mixed-methods approach, the research incorporates qualitative and quantitative analyses, utilising surveys, descriptive statistics, and inferential techniques such as variance analysis. Findings reveal that over 78% of global media infrastructure and content is controlled by Western countries, resulting in significant impediments to Africa's socioeconomic, cultural, and technological development. The study highlights the disproportionate representation and misrepresentation of African narratives, contributing to stereotypes and undermining the continent’s developmental agenda. The research proposes strategic solutions, including establishing an African Continental Information Superhighway, Digital Africa, to facilitate modern broadcasting infrastructure, foster research collaboration, and enhance information exchange. The findings also emphasise the need for African nations to invest in indigenous media industries, strengthen policies promoting cultural autonomy, and counterbalance Western media dominance through collaborative efforts involving governments, financial institutions, and international networks. This paper contributes to the discourse on global media equity and development communication by presenting actionable pathways to mitigate the adverse effects of Western media hegemony and foster a self-reliant African media landscape.