Literature Review: How the Western Media Covers Africa

Running head: SUB-SAHARAN AFRICA AS COVERED BY THE WESTERN MEDIA 1
Literature Review: How the Western Media Covers Sub-Saharan Africa
Christine Nyawaga
Wayne State University
COM 7000
Dr. Lee Wilkins, Section 001
December 20th, 2016

SUB-SAHARAN AFRICA AS COVERED BY THE WESTERN MEDIA 2
Introduction
Journalists play a critical role in society having been entrusted with the responsibility of
keeping their audiences updated on what is happening in the rest of the world, with the intention
of informing, educating or provoking thought. Journalists are the custodians of information for
the masses who may not be able to experience the rest of the world first hand. The stories
journalists choose to cover and how the journalists choose to cover them, therefore, have a huge
influence on shaping public discourse on issues affecting the rest of the world.
While journalists are expected to be objective, ensuring that their work is not influenced
by any other factor besides telling the truth to their audiences, the western media has been
criticized for being biased when covering Africa (Golan, 2008). The US media for instance,
reportedly give more coverage to developed countries than they give to the developing world
(which includes sub-Saharan Africa) unless the developing countries are experiencing a crisis or
have natural resources (Golan, 2008; Kalyango & Onyebadi, 2012). In addition, the minimal
coverage that Africa receives is dominated by negative stories of illiteracy and lack of
civilization (Osunde & Tlou, 1996), political instability, and people suffering or enduring a
humanitarian crisis. These negative and often sensational stories paint a picture of a continent in
chaos (Schraeder & Endless, 1998).
Unfortunately, this negative, repetitive perspective sets outsiders’ expectation and
perception of the continent. The average American’s knowledge of Africa is limited to jungles,
wild animals, civil war, disease, and poverty (Schraeder & Endless, 1998). This narrow
perspective can partly be attributed to the media which perpetuate the stereotype associated with
Africa (Schraeder & Endless, 1998). This is not surprising as citizens often reflect what is

presented to them by the media including how it is presented to them (Shaw, Mousa, Vargo,
Minooie & Cole, 2016). This phenomenon is referred to as secondary agenda setting.
This skewed perspective, fostered by the media, also influences the esteem of the insiders
(Allen, 2001). It humiliates Africans by presenting them as victims, uncivilized, poor, hungry,
unable to take care of themselves and in need of intervention from the rest of the world to “save”
them from themselves. This strips African natives of their dignity and esteem (Kalyango, 2011).
This literature review investigates how the western media covers sub-Saharan Africa,
with a focus on the content presented by U.S and UK media. Sub-Sahara Africa refers to the
region of Africa south of the Sahara Desert. In the literature, U.S stands for the United States
while UK stands for the United Kingdom.
Understanding how the western media covers sub-Saharan Africa is salient for the global
village that the world has become today. People are interacting with the rest of the world now
more than ever for different reasons. Various sub-Sahara African countries such as Kenya are
increasingly becoming more visible on the global stage as a satellite for innovation and other
economic activities in the region. This has resulted in an influx of foreign investors into the
continent seeking to tap into emerging markets such as Kenya. People are traveling for leisure
and cultural exchange. More professionals from sub-Sahara Africa are coming to the west for
specialized training. Having a deeper understanding of sub-Sahara Africa and its people beyond
the superficiality presented by the western media is, therefore, critical in ensuring a more
informed and productive interaction.
Although this literature review will not cover how the media influences policies, it is
important to note that the western media indirectly shapes conversations which can ultimately
influence foreign policies adopted by the west that govern its relationships with Africa. Some of

the policies may have an impact at the micro-level, affecting the ordinary person living in Africa.
Therefore, having unbiased coverage of the continent is paramount. Policy makers also need to
be cognizant of how the western media covers the continent to ensure their objectivity while
formulating policies is not compromised.
The literature review will begin with a brief background on sub-Saharan Africa which
will cover what constitutes sub-Saharan Africa and some details on the region. This will be
followed by evidence of how the western media covers sub-Saharan Africa. The current evidence
seems to suggest that the coverage is indeed biased. The evidence will be analyzed with regards
to the theory of framing. In addition, the literature review will also investigate the reasons for the
bias by western media when covering sub-Saharan Africa and the solutions proposed to correct
the bias. Finally, the literature review will look at the implications of the biased coverage. The
literature review will conclude with a summary of the conclusions drawn from the review as well
as topics for future research.
Sub-Saharan Africa through the lens of the western media
Sub-Saharan Africa is often featured in the western media in a particular context that is
predominantly negative in terms of the content covered as well as how the content is delivered.
This section of the literature review investigates this context in detail beginning with background
information on sub-Saharan Africa which is important in understanding some of the issues that
are later addressed in the literature review. An analysis of how sub-Saharan Africa is covered by
the western media with regards to framing will follow thereafter. This section will also look at
the reasons for the biased coverage that sub-Saharan Africa receives in the western media,
possible solutions for correcting the bias, and consequences of the biased coverage.

Background
Africa is the second largest continent in the world and is home to one billion people
(Asante, 2013). This paper focusses on sub-Saharan Africa, the region of Africa located south of
the Sahara Desert, which is composed of 47 countries (Mellese & Müller, 2012). This
geographical distinction excludes the northern countries of Morocco, Algeria, Tunisia, Egypt and
Libya which are predominantly Arabic. Interestingly, the northern part of Sudan (predominantly
Arabic) is also not considered part of sub-Saharan Africa. This begs the question as to whether
the divide is geographical or more racial and would be an interesting future research question.
The 47 sub-Saharan Africa countries differ linguistically with each being bilingual at
least, speaking the language of their former colonial masters and additional native dialects.
Kenya, for instance, has 42 different dialects. Most of the west, east, and south African countries
were colonized by the British and thus use English as one of their official languages. There are a
few exceptions such as Rwanda (French) and Mozambique (Portuguese). Central Africa was
colonized by the French and, therefore, French is spoken in most of the region. The Democratic
Republic of Congo uses French as one of its official languages even though it was colonized by
Belgium. Each of the dialects spoken is affiliated with a particular tribe and a unique culture.
People from different tribes also exhibit physical features unique to their tribe.
In addition, various religions are also practiced across sub-Saharan Africa such as
Christianity, Islam, and traditional African religion. The plethora of dialects, cultures, and
religions in each of the 47 countries highlight the grave inaccuracy in presenting Africa as a
homogeneous entity. It is also important to note that most sub-Saharan Africa countries are
young nations, having gained their independence quite recently between 1945-1994. Ethiopia
was never colonized.

Framing
News availed to the public for consumption is the finished product of an intricate news
production process in which framing is a key component (Mellese & Müller, 2012). Entman
(1991) defines framing as the manner in which news is presented to the public: language used,
graphics that accompany the news, frequency of the coverage (days, times) and depth of the
coverage. These facets of news are critical as they ultimately affect the message audiences
decipher from the news presented to them. Framing also involves preselecting certain perceived
realities and emphasizing them in a manner that influences the perception with which the reality
is viewed and interpreted (Entman, 1993).
Framing is especially powerful as it impacts audiences most of whom may be oblivious
of the underlying tactic at play. The U.S Navy ship shooting down an Iranian Air flight and a
Soviet ship shooting down a Korean Airlines flight best illustrate framing at work (Entman,
1991). Though similar, the two tragedies were framed differently by the media, with the U.S
depicted as a hero while Russia was depicted as a villain (Entman, 1991). As a result, the stories
elicited entirely different responses among the public.
By only focusing on certain parts of a story while omitting others and packaging the story
in a manner consistent with the response the media hope to invoke among the public, framing
makes it possible for the media to influence public opinion and perception, and ultimately drive
the national agenda. The resulting public discourse can influence government action and policies.
This phenomenon where the media influences government policy is called the CNN effect and is
especially effective where there is no existing policy in place to guide the issue at hand (Gilboa,
2005).

The following paragraphs analyze how sub-Saharan Africa is framed by the western
media with a focus on tenets of framing such as the number of countries covered, dominant
stories, language and graphics used, and coverage time.
Few countries are covered. Many countries in sub-Saharan Africa do not get adequate
coverage in the western media compared to other parts of the world because they are not
considered to be newsworthy (Golan, 2008). Newsworthiness is determined by the proximity of
the news to the intended audience, timeliness, sensationalism, impact, controversy and
prominence (Shoemaker, Danielian, & Brendlinger, 1991). Research has shown that the western
media devote most of their coverage of sub-Saharan Africa to few countries, with a high affinity
for countries facing a crisis (Mellese & Müller, 2012). An analysis of online news reports from
websites of Al Jazeera (eastern media) and British Broadcasting Corporation (UK media) by
Mellese & Müller (2012) showed that only 55.3% of sub-Saharan Africa countries were covered
by the two stations in the 3-month period of the study. A bulk of the coverage by the BBC
(65.7%) was on 7 countries: Nigeria, Somalia, South Africa, Kenya, and Sudan respectively
(Mellese & Müller, 2012).
Kalyango (2012) made a similar observation in the US media, adding that African news
constituted only 19% of the coverage allocated to international news by US news networks ABC,
CBS, and NBC between 1980-2010. Generally, southern Africa was the most covered in the
time period with a focus on matters of governance and foreign relations, followed by north
Africa (governance and foreign relations), east Africa (health), west Africa (war), and central
Africa (war) respectively (Kalyango, 2012).
In addition, the countries covered by the US news networks depended on the proximity of
the stories to the US (Kalyango, 2012). The US was either involved directly by providing

humanitarian assistance or military intervention in conflicts, or indirectly by benefiting from
natural resources or trade (Kalyango, 2012; Golan, 2008). Nigeria, for instance, is one of the
major suppliers of crude oil for the US and has consistently been one of the most covered west
African country by the US media (Kalyango, 2012). The influence of proximity of news is also
observed in the UK media which tend to give more coverage to sub-Saharan Africa countries
that are former British colonies (Scott, 2009).
Crisis stories. Few positive stories are shown by western media when covering sub-
Sahara Africa. Instead, most western news networks prefer to focus on crisis stories of conflict or
disasters when covering sub-Saharan Africa (Golan, 2008). The stories are even more lucrative if
they are melodramatic, receiving longer and intensified coverage (Golan, 2008).
This preference for crisis stories is evident in the coverage of health outbreaks. Uganda,
for instance, has had three Ebola outbreaks since 2000 (2007, 2011 & 2012) according to Centre
for Disease Control (CDC) data. In all the cases, the outbreaks were contained within the country
by local healthcare professionals in a short time and only a few casualties were reported. These
‘success’ stories were not given much attention by the western media.
A similar Ebola outbreak occurred recently (2015) in west Africa where the situation
spun out of control. 3 countries were affected: Liberia, Guinea and Sierra Leone. The outbreak
was a crisis as it lasted longer and had more casualties than the outbreaks in Uganda. Lack of
proper infrastructure and sufficient health professionals in the affected countries contributed
greatly to the crisis. Liberia and Sierra Leone had also just come out of civil war. Health workers
had to be called in from other countries to help contain the situation. The western media covered
the west Africa crisis widely than they did Uganda, drawing a lot of international attention to the

matter. The western media also exaggerated the situation as though the entire continent was
affected, causing an unnecessary international scare.
The focus on crisis stories is not any different in print media. Schraeder & Endless (1998)
add that a country must be facing civil conflict to be among the most covered African countries
by the US media. Between 1955-1995, 73% of all the articles on Africa in the New York Times
portrayed the continent in negative light socially, economically and politically (Schraeder &
Endless, 1998). The stories that dominated the coverage in the New York Times during the period
were politico-military, social and economic, and natural disasters respectively (Schraeder &
Endless, 1998).
Language and graphics. The language used by western media when covering Sub-
Saharan Africa is often negative. A ‘dark continent’, ‘hopeless continent’, ‘genocide’ are
common phrases used when talking about Africa (Asante, 2013; Kothari, 2010). Generalized
statements are also made when referring to the continent. Interestingly, the less developed sub-
Saharan Africa countries are often generalized as Africa, a single entity, by the western media
while the more developed African countries such as South Africa and Egypt are referred to by
their specific names.
In addition, inaccuracies on sub-Saharan Africa have on a few occasions been reported as
fact. The New York Times, for instance, reported the Darfur conflict as a genocide between the
Arabs and black Sudanese (Kothari, 2010). Yet, in reality, the war was between the government
and two rebel groups- SLA and JEP, (Kothari, 2010). Here we see a race narrative being
misapplied by the western media in sub-Saharan Africa politics. This sloppy reporting can be
attributed to journalist not doing their due diligence in verifying information or obtaining the
information first hand from the ground (Fair, 1993).

Similarly, when CNN covered President Obama’s visit to Kenya in July last year (2015)
where the president was attending the Global Entrepreneurship Summit, CNN inaccurately
referred to the country (Kenya) as “A hotbed of terror.” Disregarding the fact that Kenya has
been politically stable for years with minor challenges. The inaccurate reporting generated an
uproar on social media from Kenyans, calling on CNN to apologize with the hashtag
#someonetellCNN. The uproar resulted in CNN’s executive vice president, Tony Maddox, flying
to Kenya to apologize for the error. Such framing by CNN risked diverting attention from the
great opportunity that Kenya had to showcase its investment opportunities to global investors.
The skewed news on sub-Saharan Africa is often accompanied by negative and
sensational images. Malnourished and starving children, ‘primitive’ dressing and cultural
practices, grass thatched houses, people battling diseases such as AIDS, child soldiers, armed
militia harassing innocent citizens, people escaping war or scrambling for handouts in refugee
camps. In some cases, the same photograph has been used multiple times to cover different news
stories with the same theme (Mellese & Müller, 2012).
While some of the issues reported may be true, many are also taken out of context
(Kalyango, 2011), being that the reporting is done by an outsider whose own implicit bias may
compromise their objectivity. Many African cultures still uphold their traditional practices,
particularly regarding ceremonies important to them. People adorn in traditional regalia for such
ceremonies and perform traditional rites that would seem strange to an outsider. In addition,
many sub-Saharan Africa communities along the coast of the Indian ocean prefer to live in grass
thatched houses which are much cooler. Temperatures along the coast average between 85-1000
F all year round. Moreover, lots of palm trees grow in the coastal region, providing suitable

inexpensive materials for roofing. This simple lifestyle can easily be misinterpreted by an
outsider as a sign of poverty or lack of civility.
Coverage time. Sub-Saharan Africa is given less coverage time compared to other parts
of the world by the western media. When comparing how U.S news networks ABC, CBS, and
NBC covered Africa, Europe, and South America between 1980-2010, Kalyango & Onyebadi
(2012) observed that African news constituted only 19% of the media coverage allocated to
international news while Europe (54%) and South America (27%) took up the larger share.
African stories also had the least amount of coverage time (112 seconds) compared to Europe
(135 seconds) and South America (127 seconds) (Kalyango & Onyebadi, 2012).
Sub-Saharan Africa is equally shortchanged in the UK media. For instance, most of the
coverage of sub-Saharan Africa in the UK print media occurs in weekend newspapers than
during the week (Scott, 2009). Weekend newspapers are not as widely read as newspapers
published during the week as they often contain soft news or other less important news. People
also prefer to relax over the weekend and are less inclined to read newspapers during this time.
Consequently, the UK audience may still miss out on sub-Saharan Africa news published in the
weekend newspapers.
UK media not as biased. Some critics have argued that the western media is not entirely
biased when covering sub-Saharan Africa adding that the coverage varies from on western nation
to the other. The UK media is seemingly more balanced when covering sub-Saharan Africa
(Scott, 2009). The UK print media, for instance, covers negative and positive stories from sub-
Saharan Africa in equal proportions, with some stories even making it to the front page in some
of the weekend newspapers (Scott, 2009). Most UK newspapers also refer to specific sub-
Saharan Africa countries by their names and do not generalize the entire continent (Scott, 2009).

This favorable coverage in the UK media may be attributed to the colonial ties of the UK
to its former colonies which are part of sub-Saharan Africa. Not all settlers left when the British
colonies became independent. British soldiers still do their military training in some of their
former colonies such as Kenya. Many sub-Saharan Africa students and professionals pursue
higher education in the UK. The UK also remains a popular tourist destination for affluent
travelers from sub-Saharan Africa. As a result, the UK is more informed on matters pertaining to
sub-Saharan Africa. It is in the interest of the UK to maintain a good relationship with sub-
Saharan Africa countries, particularly its former colonies, as a lot is at stake for the UK.
Clearly, the coverage that sub-Saharan Africa receives in the western media is
discouraging on different levels. More so because many scholars have written about the
perceived bias over the years, but nothing much has changed. Seemingly, there is no deliberate
effort being made by the western media to correct the bias, or at least, change the perception of
the sub-Saharan Africa demographic that feels disenfranchised.
Reasons for bias and possible remedies
A number of factors have contributed to the manner in which sub-Saharan Africa is
portrayed by the western media. Among these factors are limited resources, lack of diversity, and
difficult working conditions. The following paragraphs look into these factors in detail as well as
some possible solutions to correcting the bias.
Limited resources. Mellese and Müller (2012), cite lack of resources as a possible
reason for the biased coverage of sub-Saharan Africa. It is expensive to maintain a foreign
correspondent abroad (Fair, 1993). In addition, very few of the western news networks have set
up shop in Africa. For instance, of all U.S news networks, only CNN has a bureau in Africa
which is based in Nairobi, Kenya (Paterson, 1994). This single bureau is severely understaffed

yet tasked with covering the entire sub-Saharan Africa (Paterson, 1994). The strain of resources
is reflected in the limited coverage of the continent and sometimes inaccurate reporting depicted
by western media.
On the contrary, Thussu (2004), disagrees with the argument about limited resources
asserting that resources are not limited but instead are shifted to stories in other parts of the
world that are of national interest to the western nations such as terrorism and national security.
Knickmeyer (2005) agrees with this view, citing the humanitarian crisis in Darfur, Sudan, which
was not adequately covered in the U.S media as resources had been redirected to the U.S war in
Iraq and Afghanistan which were happening concurrently.
Western news networks do not have to set up new bases in sub-Saharan Africa but can
instead work with existing mechanisms. Liaising with existing African news networks is one
such option. This option will help cut down costs associated with running an independent bureau.
In addition, western news networks can also work with independent native correspondents.
Western news networks only need to train such correspondents on the craft to be at par with the
specific networks reporting standards.
Lack of diversity. Lack of diversity within most western news networks could also be
attributed to the skewed coverage of sub-Saharan Africa by the networks. Very few western
media have journalists from sub-Saharan Africa working as part of their teams. This includes
western media foreign bureaus which are often staffed with western journalists. It is quite ironic
to have an outsider give an expert opinion on sub-Saharan Africa which, unfortunately, happens
more often than not in western news networks. While such an individual may possess theoretical
knowledge of the region, the reality on the ground is often different, not to mention the
“expert’s” own implicit bias possibly compromising their objectivity. A native of sub-Saharan

Africa is a more credible source of information having come from the culture and would also
help put things into perspective.
In addition, lack of diversity of news agencies in the international stage is another
contributing factor to the biased coverage. Molefi Asante, the pioneer of the Afrocentric
worldview, observed that of all the news agencies in the world that dominate the coverage of
international news (CNN, BBC, Reuters, Al-Jazeera, Agence France-Presse) there is not any
African news network that has emerged as a news authority on African affairs and stories
(Asante, 2013). Better and authoritative African news networks, according to Asante, may be the
solution to a more balanced coverage of the continent. Becoming an authority on African news
and affairs is a good challenge for existing African news networks to target a worldwide
audience beyond the domestic audience that is currently the focus for most local news networks
in Africa.
Difficult working conditions. The western media may not be entirely responsible for the
biased coverage that sub-Saharan Africa receives. Both foreign and local journalists often face
difficult working conditions in the course of their work in sub-Saharan Africa (Fair, 1993). Poor
infrastructure in parts of the region renders some areas almost inaccessible for news coverage
(Fair, 1993). Infrastructural difficulty not only presents logistical and transmission challenges but
also makes it difficult to report the news in a timely manner as the events unfold.
In addition, freedom of the press is severely restricted by government in some sub-
Saharan Africa countries. Journalists are out rightly intimidated in some instances through
censorship, bureaucracy, human rights violation or arrests, for covering stories that may not be
popular with the people in power (Fitzgerald, 1989; Kwame, 2004). Such a restrictive
environment is not conducive for true, ethical and objective journalism to thrive. It also

discourages foreign journalists from going above and beyond to cover sub-Saharan Africa.
Government intimidation affects citizens as well who may shy away from speaking freely out of
fear of possible repercussion (Fair, 1993).
Language barrier also presents a challenge in communication for western journalists.
English is a second language in most sub-Saharan Africa countries. What one says in their native
language, may come across differently from the meaning the native intended to convey when one
is using a second language. Information may, therefore, be misunderstood in some cases.
Interviewees can misunderstand the questions asked while the interviewers (western journalists)
misunderstand the responses given. The intended meaning may also be lost in translation or
diluted in the process in cases where a third party is used as a translator.
Social media. The creative disruption brought about by social media has revolutionized
the entire field of journalism. Social media has given sub-Saharan Africa a platform to showcase
to the world more of what it has to offer beyond the stereotype often associated with the region.
Social media campaigns and memes such as “What people think of me when I say I am from
Africa versus the reality,” best illustrate this. This was an online campaign targeting Africans
living in the US and Europe at the time (2015). Participants posted pictures showing the
stereotype associated with Africa: mud houses, malnourished children and militia carrying guns.
This was captioned “What my friends think of me when I say I am from Africa.” Beside this
picture was one showing the reality in sub-Saharan Africa such as modern infrastructure and
technology, and students attending a decent school and not one under a tree. This was captioned
“Where I am actually from.” The campaign drew a lot of participation from Africans living
across the globe and served as a great opportunity to educate the rest of the world on what sub-
Saharan Africa is really like.

However, social media still draws its agenda from mainstream media after which the
agenda is disseminated by users to others, often within the users’ network. The perspective
portrayed by the western media, therefore, still remains prevalent within the western audience. In
addition, social media also filters out most items, exposing its users to only those within the
users’ network whose worldview is often not different from that of the user. The possibility of
outsider’s and insider’s worlds intersecting at a deeper level within the virtual space and
influencing each other is minimal. Both outsiders and insiders, therefore, remain fixated in their
own worldview.
Consequences of the biased coverage
The biased coverage that sub-Saharan Africa often receives in the western media has
consequences both to sub-Saharan Africa as well as the western audience. The following
paragraphs explore a few of these consequences in detail.
The humiliation of insiders. The skewed and negative manner in which sub-Saharan
Africa is often portrayed by the western media affects the esteem of people coming from the
region (Kalyango, 2011). This is because how others perceive us has an impact on how we
perceive ourselves. Constantly being presented as primitive, violent, hungry, poverty stricken,
hopeless and desperate strips one of their dignity as a human being. The indignity is worsened by
commercials on western media that call for “a few cents to save a starving child in Africa.” Such
commercials portray Africans as desperate and deserving of leftovers, not the better things that
life has to offer.
The humiliation is especially disheartening because western news networks such as the
BBC and CNN have a wide audience in sub-Saharan Africa, despite the bias, who look up to the

networks for quality news (Kalyango, 2011). Local news networks do not always have the best
quality news and are sometimes compromised by governments and people in positions of power.
Natives of sub-Saharan Africa are not out seeking for handouts or pity from the rest of
the world. If anything, foreign aid has done more harm than good to sub- Saharan Africa by
cultivating a culture of dependency as opposed to one of innovation and self-reliance. What most
natives are seeking is an opportunity. An opportunity to use their abilities to better themselves as
well as develop homegrown solutions for the challenges unique to sub-Saharan Africa and the
continent of Africa as a whole. Opportunities are currently limited in the region much of which
can be attributed to many years of exploitation by some western nations through colonialism.
Perpetuating stereotypes. The biased coverage also reinforces the stereotypes associated
with sub-Saharan Africa. Golan (2008) observed that audiences’ perception of individual
countries is shaped by how the countries are covered. While stereotypes may be true, they are
also incomplete as they only tell part of the story. Reinforcing stereotypes result in natives of
sub-Saharan Africa being collectively judged prematurely without having an opportunity to
defend their character. Natives of sub-Saharan Africa can also encounter subtle discrimination in
the form of microaggressions as a result of the reinforced stereotypes.
Moreover, stereotyping also denies outsiders an opportunity to have a balanced view of
sub-Saharan Africa. This includes experiencing other aspects of the region such as its rich
cultural diversity and breathtaking scenery. There is always something that can be learned from
other cultures that are different from our own. However, learning can only take place if one is
willing to look beyond their own worldview and what they have been accustomed to.

Discussion
This literature review highlights a number of issues surrounding the coverage of sub-
Saharan Africa by the western media and the field of journalism. This section of the review
discusses the summary of the literature review, conclusions drawn from it, implications for
professional practice and possible topics for future research.
Summary
In summary, there is a general perception that the western media is biased in its coverage
of sub-Saharan Africa and existing literature on the subject support this claim. This ought to be a
matter of concern for the western media. The advent of the internet and modern technology has
greatly broadened the audience of western media beyond the US and Europe and it is important
for this new audience to be catered for as well. The internet and modern technology have also
empowered the modern day consumers of news, giving them a platform to point out inaccuracies
reported by journalists, if the consumers are in a better position to verify the facts. The reputation
of an entire network can, therefore, easily be tarnished today with the click of a button. This calls
for greater accountability from the media. Consequently, it is in the interest of the western media
to change the factors within their control that contribute to the bias, if the western media are to
maintain their credibility with their international audience.
Conclusions
A number of conclusions can be drawn from the findings of this literature review. First, it
is clear that the western media cover sub-Saharan Africa in a biased manner. There is not much
literature disputing the fact that the coverage is biased. It is also evident from the literature that
the UK media are relatively less biased in their coverage of sub-Saharan Africa than the US
media.

Secondly, while some of the reasons for the bias can be attributed to the western media,
the western media are not entirely to blame. Sub-Saharan Africa bears some responsibility as
well in enabling the biased coverage to persist both in terms of poor infrastructure and lack of
goodwill from governments in sub-Saharan Africa for objective and professional journalism to
thrive.
Finally, it was interesting to learn from the literature that natives of sub-Saharan Africa
felt that the western media coverage of sub-Saharan Africa was indeed biased and most were not
amused by the skewed coverage (Kalyango, 2011). However, the locals still preferred
international media over local media for quality news. The BBC is seemingly the most preferred
western news network for credible news (Mellese & Müller, 2012).
Implications for professional practice.
This literature review serves as a reminder for practitioners in the field of journalism to
stay true to the principles of their profession which include being objective. Everyone has some
level of implicit bias based on their personal experiences as well as how they have been
socialized over time. Journalists need to be cognizant of their own implicit bias to ensure the
objectivity of their work is not compromised. Staying objective will help improve the dwindling
approval ratings of the western news networks among audiences from sub-Saharan Africa.
Newsrooms also need to be driven more by the desire to tell the truth and not just to profit from
the stories covered.
In addition, the literature review also serves as a challenge for sub-Saharan Africa news
networks and journalists to strive to tell their own stories to the world as opposed to having
outsiders tell African stories from an outsider’s perspective. As the famous African novelist,

Chinua Achebe, once put it,” Until the lion learns to write, the tale of the hunt will always glorify
the hunter.”
Topics for future research.
Future research could investigate the impact the biased coverage of sub-Saharan Africa
and other developing parts of the world has had on foreign policies adopted by the US and the
UK; as well as the impact the coverage has had on both the western audience and the foreign
audience. In addition, the scope of the literature on the topic was not as broad, mostly affirming
the view that the western media is biased when covering sub-Saharan Africa. There was not
much literature providing an alternative view. Future research could look into countering the
biased coverage narrative and whether the U.S is at all objective when covering sub-Saharan
Africa. The was no literature absolving U.S media from the claim of being biased when covering
sub-Saharan Africa.
Conclusion
The goal of this literature review is not to dispute the fact that sub-Saharan Africa has its
fair share of challenges as highlighted in mainstream media. Yes, what the media show is indeed
true in some cases. There are countries at war, infant mortality rates are still high in a few
countries and infectious diseases are still rampant. However, the reality is not as often overstated
by the media. Sub-Saharan Africa has other positive aspects as well to share with the world to
help enrich the world and humanity.
The media should strive to celebrate, in their work, the similarities around the globe that
make us human and not the differences that make as “others.” Advocating for cohesion is
necessary, now more than ever, in a world that is increasingly being polarized by the divisive
rhetoric being peddled by intolerant politicians and other extremists.

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