Last year, African Development Bank President Dr Akinwumi Adesina told an audience of African Ambassadors in Washington that a concerted effort to change the narrative on Africa in the United States was necessary to attract increased US investments into the continent.
He is right. Several academic researchers have proved a correlation between media coverage and investment levels, and one study of the stock market in the US showed that media visibility led to more investment than under- investment.
The African Continental Free Trade Area is
the largest free trade area in the world, with 54 participating countries and access to a combined Gross Domestic Product of $3.4 trillion. Yet this makes up under 1% of business news and analysis about business in Africa in global and African media.