African Diaspora in Europe Regional Consultative Conference

1
African Diaspora in EuropeRegional Consultative
Conference

• Panel Presentation
• Media and Image Building

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Summary

• The speakers indicated that the role of the media
  should not be underestimated. In this regard
  appreciation should noted on the impact of media
  in image building and information content and
  perception it creates. Therefore,it is important
  to realise the requirement for an integrated
  approach to developing an effective media
  strategy. This will ensure representivity in
  designing the information content and image
  building.

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Challenges

• Public opinion in Europe driven by non African
  content providers
• Minimal partnership with the content which has
  impact on the image building
• Economic development is still not prioritised
• Image potraid by the Western media
• Currently there is a lot of negative imaging in
  the media and sensantional content is popular
• Steriotipic images being potraid about Africa and
  African governments
• Discussion focused on issues of lack of media
  integration within the African media groups
• Maintain information content independence

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Solution
AU , DIASPORA Media COOPERATION
African Union without Diaspora Representation
INTEGRATED COMMUNICATION STRATEGY INTEGRATED
MEDIA STRATEGY OPERATIONAL STRATEGY -Integrated
Media and communication strategy -Integration
between Africa Union and the Diaspora -Formation
of a media governance structure between AU and
the Diaspora -
Towards an Integrated Approach
Benefits of an integrated strategies
-Enriched content -Improved image
building -Effective communication -Wide
information sharing -Increased dialogue within
Diaspora
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Recommendations

• Remove barriers to information to ensure that a
  good profile is designed and implemented
• Develop public and private relations and
  partnerships
• Be change agencies to ensure committment
• Strenghten human and financial capacity
• Governments should use the African media to
  enhance image of the content an market some of
  the initiative and interventions.
• Develop an effective communication required to
  interface with the content the governments and
  other relevant structures to distribute and
  receive the relevant information
• Promote African Culture to provide a plartform to
  show case the African culture abroad
• Define and distribute necessary publications for
  distribution in the Diaspora
• Media should provide factual and true
  comprehensive information
• Information should provide content that improve
  an image of Africans in charge of their destiny
• African media should penetrate mass media in the
  West
• Increase penetration to mainstream western media
• Penetrate the African media to ensure
  contribution of content
• AU to provide support and dissemination of
  African publication- Develop a distribution
  network
• To create an African film museum and the
  festivals documents should be catalogue and
  distributed to international centres
• Make promotion of African culture a priority
• Assists our writers to publish their information
  and to be invited in cultural meetings in Europe.
  To
• To create a Diaspora contents for young writers
• African Embassies to organise cultural events

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Recommendations

• 3A TELESUD
• Broad cast in 4 continents
• Penetrate 10 million households
• USA Satellite
• In France via IPTV
• In Canada
• Broadcaster of the African Cup of Nation
• Fifth visible channel world wide
• They can exist with the leaders who believe in
  European media
• Generate a new image bank and this requires
  funding
• Public Private partnerships should be established
  to image building
• SABC broadcasting about South Africa. Therefore
  it is required to form a partnership with SABC to
  ensure an integrated approach to these
  interventions.
• BRIDGE THE CURRENT AREAS AS IDENTIFIED OF
  DIS-INTEGRATION