Media and advertising professional Sikona Cibini has urged Africans to invest in media ownership to shape narratives about the continent and influence global perceptions of its people and cultures.
Cibini made the call at The Leverage Room event on Monday in Lagos.
The monthly event is a platform for creatives, professionals, executives and entrepreneurs to connect and network.
The event was with the theme, ‘Beyond Business: Building Value, Strategic Relationships and Global Influence.’
Cibini, who is also the Head of Partnerships West Africa, Forbes Africa, said media narratives influence self-esteem, international perceptions, investment and relationships among African nationalities.
She said that greater African ownership of media platforms would help the continent shape how its people, cultures and business environment were understood globally.
She called for investment in credible news platforms, documentaries, investigative journalism and digital distribution networks to help Africans tell their own stories.
Cibini raised concerns about xenophobia, the way it was being reported by the media, to cause disunity among Africans.
According to her, concepts such as ‘xenophilia,’ which is an appreciation of foreign people and cultures should also be part of the African narratives projected to the world.
Also, Tsholo Ezeani, a South African married to a Nigerian, cautioned against stereotyping Nigerians and South Africans, adding that there was a need for people to understand one another beyond prevailing perceptions.
Ezeani emphasised the importance of documenting African histories and preserving cultural stories.
She urged Africans to read and share folk tales to preserve their heritage.
“We don’t tell our stories because we don’t read,” she added.
Earlier, the Convener of The Leverage Room, Mr Uche Chinonso, said that the platform was created to connect people with useful networks and expose them to the experiences of others.
Chinonso, who is also the Founder of E Travels and Tours, said the platform offered participants opportunities to learn from real-life business experiences and build contacts that could help them address challenges and develop their ventures.
He said the initiative encouraged mutual support, emphasising that networking should involve giving as well as receiving.
The discussions also examined how businesses could balance commercial objectives with expectations around corporate social responsibility.
The participants highlighted the importance of choosing media platforms and programmes that align with business objectives and budgets, rather than pursuing publicity without a clear purpose.
