Acknowledging undoubtedly that Africa has become a new world center for global development, Russian legislators at the State Duma (the lower chamber) have advocated for a greater media representation to facilitate collecting important information to support business and economic cooperation with Africa.
Reason One: Viacheslav Volodin, the chairman of the State Duma, told an instant meeting held, with participation of African diplomats, to brainstorm for fresh views on the current Russia-African relations: “it is necessary to take certain steps together for the Russian media to work on the African continent.”
“You know that the Russian media provide broadcasting in various languages, they work in many countries, although it is certainly impossible to compare this presence with presence of the media of the United States, United Kingdom and Germany,” he said as the ambassadors responded with a big applause.
Sharing additional matured sentiments and decisiveness about the media, Volodin added: “We propose to move from intentions to concrete steps. Our people will better understand each other through parliamentary relations.”
For the past few years, Russia has made some efforts returning with investment and business to Africa, but unfortunately, not all these steps have received adequate publicity. The presence of Russian media on the African continent and that of African media in the Russian Federation have been raised several times in the past by many policy experts.
Reason Two: Vladimir Shubin, deputy director of the Institute for African Studies in Moscow said that Africa has great potential for bilateral relationships with Russia and, most importantly, Russia’s contribution is very noticeable in dealing with the problems of Africa.
Perhaps, one of the reasons why some African leaders have written off Russia is the lack of information about Russia or rather plenty of distorted information they have received from the Western media coverage of Russia. In fact, Russia needs genuine and objective information about modern Africa, and here both state and private mass media linger a lot, according to Shubin.
Reason Three: Olga Kulkova, a research fellow at the Center for Russian-African Relations at the Institute for African Studies, said that “Africa needs broader coverage in Russian media. Leading Russian media agencies should release more topical news items and analytical quality articles about the continent. Russia has to adequately collaborate with African partners and attract Russian business to Africa. More quality information about modern Russia should be broadcast in African states.”
“Indisputably, it takes a lot of money and efforts, but the result will pay off. Russia ought to take the media into account if it wants to improve the chances for success in Africa. All the leading countries have been doing that quite efficiently for a long time,” Kulkova noted.
Reason Four: While many experts argue that African media seem uninterested in developing working links to Russia, Vasily Pushkov, an independent expert on international media relations wrote in an emailed comment that “it works both ways and the two regions are very far from each other.” They (Russia and Africa) are not as interconnected as they were during the Soviet era, he stressed.
Pushkov explained that “Russia might have an image problem among African political and business elites, partly due to the fact that Russia has low presence in Africa compared to the Soviet era. Most African media get their global news from the leading Western media outlets, which in turn have a nasty and longstanding habit of always portraying Russia as the world’s bogeyman.”
Reason Five: “Russian media write very little about Africa, what is going on there, what are the social and political dynamics in different parts of the continent. Media and NGOs should make big efforts to increase level of mutual knowledge, which can stimulate interest for each other and lead to increased economic interaction as well,” said Fyodor Lukyanov, editor-in-chief of the journal Russia in Global Affairs.
“To certain extent,” Lukyanov said, “the intensification of non-political contacts may contribute to increased interest. Soft power has never been on a strong side of Russian policy in post-Soviet era.”
Reason Six: The trend may change for the better. In a foreign policy speech, President Vladimir Putin urged all his Russian ambassadors and diplomats actively use new technologies to highlight Russian success stories, improve Russia’s image and defend its interests abroad, according to Russian daily newspaper Kommersant, quoting an official who attended the meeting.
“It’s not enough to just crow something once… We should explain our positions again and again, using various platforms and new media technologies, until they understand,” the official, who spoke on condition of anonymity, quoted Putin as saying.
By Kester Kenn Klomegah