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The spotlight that is currently being shone on Africa is set to grow brighter as the first ever World Cup to be held on the continent draws near. On June 11, millions of soccer fans – with the global media in tow - will descend on South Africa, which is playing host to the 2010 FIFA World Cup.
Speaking to the AP, a group of some of the world's most world-changing statesmen known as "the Elders" and brought together by Nelson Mandela, expressed their excitement at the potential impact that the World Cup could have on the continent's image and global perception, suggesting that this was an opportunity for Africa to be seen in a positive light.
As anyone with a genuine understanding of and interest in Africa knows, there is so much more to the continent than the poverty, HIV/AIDs, spam e-mail and corruption stories that are reported most often in the Western media. For example, very rarely does the world get to hear about the technological advancements that are being made - many by African entrepreneurs and technologists - and the massive technological opportunities that are available in Africa. Google, which launched in Africa in 2008, has recognized this, saying at the time of launch that it was "laying the foundation for a looming market share battle on the continent."
How many know about the growth of Africa's fashion industry, which has seen African fashion start to play an important role in New York Fashion Week, leading to Africa Fashion Week being held in New York this July?
How many know about Nollywood, the Nigerian movie industry, which is now the third largest in the world? What about the growing youth-orientated music and entertainment industry, which is seeing some African musicians winning awards overseas?
There's also the "brain gain" that has been taking place in recent years as Africans who have left Africa to study or work abroad, as well as Africans who were raised in the Diaspora, have returned to their native lands. With the recession taking its toll in the West, many young Africans have gone back to Africa, taking with them ideas, perspectives and opportunities and using them to expand and develop Africa.
There are also a growing number of homegrown leadership and value-based organizations, as well as emerging new approaches to tackling Africa's issues that have been proposed by the likes of African economist Dambisa Moyo's in her New York Times bestselling book "Dead Aid." Although in the past few months, the mainstream media has started to explore another side of the continent, these aspects of African life generally go unrepresented, and Africans everywhere are excited to see a multiplicity of perspectives start to emerge.
There are of course still issues. Nelson Mandela and the Elders - which also include Desmond Tutu and Jimmy Carter - are concerned about the human trafficking that could take place as the demand for sex workers reaches a high during the World Cup period. This is certainly a cause for concern, but to focus only on that as if that is does the continent a great disservice.
There are also a growing number of homegrown leadership and value-based organizations, as well as emerging new approaches to tackling Africa's issues that have been proposed by the likes of African economist Dambisa Moyo's in her New York Times bestselling book "Dead Aid." Although in the past few months, the mainstream media has started to explore another side of the continent, these aspects of African life generally go unrepresented, and Africans everywhere are excited to see a multiplicity of perspectives start to emerge.
There are of course still issues. Nelson Mandela and the Elders - which also include Desmond Tutu and Jimmy Carter - are concerned about the human trafficking that could take place as the demand for sex workers reaches a high during the World Cup period. This is certainly a cause for concern, but to focus only on that as if that is does the continent a great disservice.
Africa has its success stories, and more of those need to be heard. It's not just about the mainstream media, though - what is needed is more advocacy for Africa from Africans like myself whether in the continent or in the diaspora who are passionate about looking at the many positive things going on. The World Cup will hopefully be a catalyst in providing more opportunity to tell another side of the Africa story.
