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Rethinking Media Engagement Strategies for Social Change in Africa: Context, Approaches, and Implications for Development Communication
Abstract
Media engagement is a powerful strategy of achieving development outcomes in society. This has resulted in the deployment of different media platforms and processes (including the mass media, community media, mediated media and social media) by development agencies for social change. This chapter examined the imperatives for and the diverse approaches by development organizations in mobilizing the media for social change in Africa. While such media engagement processes have contributed to influencing public and media agenda in line with organizational mandates, they also heavily integrate corporate promotion and individual organizational positioning. Our analysis demonstrates the absence of a collective media engagement strategy aligned with the overarching global and continental development goals among development agencies. Drawing on insights from contemporary development frameworks such as the United Nations Sustainable Development Goals (SDGs) and Agenda 2063 of the Africa Union, the study calls for a rethink of existing media engagement approaches in achieving social change in Africa. It also recommends actions to enhance issue positioning and advocacy journalism.
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