Rebranding Africa: Let’s Simply Start by Connecting the Dots for a Kid in Podunk!

My last couple of blog posts on Project Diaspora have focused on best practices to improve service delivery on the continent and mobile solutions to potentially improve visitors’ experiences when they travel to Africa.

San Bushman man from Botswana. Photo Credit: Ian Beatty from Amherst, MA, USA

As I contemplated this current blog post, I looked through my notes to find an inspiring idea. I wasn’t inspired by any of them. So I revisited a Wikipedia search for Africa, which I recently conducted.  What I found was seemingly pretty basic: history, geography, politics, etc.  What struck me, however, was that the overall entries about contemporary Africa were quite negative in general, supported by images of a San bushman from Botswana, Beja Bedouins from Northeast Africa, a rural woman from Benin and a street musician from South Africa.

Beja Bedouins from Northeast Africa. Photo Credit: I, Jpereira

While none of these photos are particularly derogatory, they fail to accurately reflect what the continent has to offer, in terms of its educated urban population and its market potential.

As a diasporan born in Uganda and raised in New York, this all stirred up negative emotions within.  I grew up in New York during a time when it wasn’t cool to be African and I struggled with my identity, despite having gone to the United Nations International School – a very inclusive and empowering academic institution — and living in a community of mostly multicultural families.  At the time, it was much easier for me to assimilate as an African American (a group with which I still very heavily identify having grown up in the US) trying to bury my “Africanness”.  It’s only when I got to Syracuse University as an undergrad and took a few Africana studies courses that I began to develop pride for my heritage and to seek out additional sources to reinforce that feeling. So while the title of this post is about the kid in Podunk, I believe that what I’m proposing below is important also for the African kid (a) living in the diaspora, (b) who is fortunate enough to access the internet in Africa and even (c) whose friend and can teach him/her about who he/she can become as a result of hearing about his/her fortunate friend’s discovery online.

I must stress that my issue in post isn’t actually with Wikipedia — “a nonprofit charitable organization dedicated to encouraging the growth, development and distribution of free, multilingual content, and to providing the full content of these wiki-based projects to the public free of charge.” The question then is “who should bear the responsibility for the inaccurate portrayal of Africa?”  Is it an individual, an organization or African governments?  Who stands to benefits most from a more inclusive and therefore positive branding of Africa?  You may in turn ask “why this is important?”  Well here are my two cents:

Children, the future leaders of the world, are generally quite impressionable.  So what they’re taught as children influences the decisions they make as adults.  Exposure to correct information about Africa would therefore lead them to recognize Africa and Africans are valuable partners in the global economy rather than the current perception of Africa and its people as a lost cause.

Liya Kebede, Ethiopian model, maternal health advocate, clothing designer and actress who has appeared three times on the cover of US Vogue. Photo Credit: Ed Kavishe, Fashion Wire Press

It’s imperative therefore that Africa and Africans amend the Wikipedia pages on Africa and the African Diaspora, to reflect more inclusive images of Africa and the African Diaspora, given the intrinsic value of the latter both to the continent and the countries where they reside.

Below is a very SMALL sample of diasporans of note who could potentially be spotlighted.  I used the following methodology to find them:

1. I searched Wikipedia for diasporans with whom I am familiar and then used links from their profiles to identify others. I was mindful about the need to reflect talent from the whole continent.
2. I excluded people on the continent making their mark, purely as a means to remain focused on Project Diaspora’s mission: to promote African diaspora engagement in sustainable economic activities within Africa.
3. For simplicity sake, I narrowly defined Diasporans as those who currently reside outside of Africa and who were born in or have parents from Africa.
4. I linked to the Diasporans’ existing Wikipedia pages and grouped each sample according to primary industry.
5. Finally, I used photos from diasporans whose Wikipedia pages had rights-free photographs.

African Diasporans of Note

Arts / Entertainment	Akon || Johannes Anyuru || Michael Blackson || Chiwetel Ejiofor || Idris Elba || Safi Faye || Edi Gathegi || Haile Gerima || Namugenyi Kiwanuka || Boris Kodjoe || Sal Masekela || Peter Mensah || Tom Morello || Ntare Mwine || Thandi Newton       Photo: Thandi Newton, English actress born to Zimbabwean mother and British father. Photo Credit: gdcgraphics”
Education	Ilesanmi Adesida || Kwame Anthony Appiah || Patricia McFadden
Fashion	Amsale Aberra || Ozwald Boateng || Iman || Kiara Kabukuru || Liya Kebede
Financial Services	Mo Ibrahim || Dambisa Moyo || Adebayo Ogunlesi
Journalism	Sade Baderinwa || Ron Mwangaguhunga || Hoda Kotb || Dinaw Mengestu || Adaora Udoji
Politics	Peter Bossman || David Soares
Hospitality Management/Travel	Dorinda Hafner || Marcus Samuelsson         Photo: Marcus Samuelsson, Ethiopian-born Swedish chef and co-owner of Aquavit and Red Rooster restaurants in New York City and C-House Restaurant, located in the Affinia Hotel in Chicago. Photo Credit: Tduk Alex Lozupone”
Religion	Rev. Peter Gomes* || Archbishop John Sentamu
Science & Technology	Kwatsi Alubaruho || Cheick Modibo Diarra || Chinedu Echeruo || Gebisa Ejeta || Ave Kludze || Noah Samara || Window Snyder
Sports	John Amaechi || Kelenna Azubuike || Yinka Dare || Obinna Ekezie || James Ihedigbo || Ruth Kasirye || Mathias Kiwanuka || Dikembe Mutombo || Emeka Okafor || Hakeem Olajuwon || Betty Okino       Photo: Dikembe Mutombo, retired Congolese American professional basketball player, who last played for the Houston Rockets of the NBA. Photo Credit: Keith Allison”

In conclusion, while Wikipedia is a great tool for cataloguing a part of Africa’s reality through its Africa and African Diaspora pages, they need to project the other side of the story.  The basis for this is currently available as individual dots on the Wikipedia site.  What’s needed is for these dots to be connected and given a little bit of context to make it easy for a kid anywhere in the world to access a more inclusive picture about Africa.  I am pleased to note that individual Africans including: Mo Ibrahim, G. Kofi Annan, Sophie Bekele, Ida Horner, Mariéme Jamme, Sheila Ochugboju, Emeka Okafor, Alex Okosi and Joshua Wanyama , are some of the many already working towards the rebranding of the continent.

My hope is that this post will inspire others to join this vital effort.  I welcome any feedback or suggestions for other Diasporans or Diaspora-related items to feature.

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*Rev. Peter Gomes passed away on February 28, 2011

Tagged as: Africa, african diaspora, Botswana, Culinary Arts, diaspora, East Africa, Economy, Ethiopia, Kenya, Politics, Religion, Remittances, Uganda