Farmers Review Africa Sept/Oct 2018 FRA - September - October 2018 digital 5 | Page 9

FEATURE
IT’S TIME FOR AFRICA
TO TELL A NEW STORY
T
hroughout time, storytelling has
largely influenced how people
behave and perceive each other
across the world. It is this single factor
instilled in individuals since childhood
that has contributed to stereotyping
and prejudice across societies and
cultures.
Stories have instigated wars and
political mudslinging, racial segregation
and gender discrimination, generational
and cross-country hostility, and
bitterness between low and high-
income communities.
Even Africa is perceived in a certain
way because of the stories being told
about it. The role of traditional and
social media are key players in the way
the world views Africa, and possibly
contributes to putting the brakes on
the continent’s development. How do
the stories we disseminate shape how
the rest of the world views Africa?
How does it affect foreign investment?
How does it influence markets and
economic output? These are some of
the questions we should be asking,
along with how to change our one-
sided approach.
Even research indicates that attitudes
and views have been shaped in a
specific manner.
The US Defence Advanced Research
Projects Agency (DARPA), for example,
explored the neurobiology of listening
to stories and how attitudes and
behaviours can change. It found that
storytelling changes views about
people for the better or worse and
significantly influences societies.
“Narrative exerts a powerful influence
on human thoughts and behaviour.
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