The World Cup effect
It’s that time again. Millions of people from all over the world have come down with acute cases of football/soccer fever, which at this time is also frequently associated with another (much more sinister) form of illness – chronic nationalistic fervour. The lure of football on an international stage and nationalistic pride are drawing people’s attention to the world’s most marginalized continent (or at least to South Africa). Some hardcore fans are even visiting – those who may not have even thought of travelling to Africa had it not been for the World Cup.
I suppose we should be happy about this attention. Most of the time, from the perspective of the Western media, Africa barely exists. All the complexities and diversity of the 53 countries on this continent, all the politics, the issues, the events, the people, the success stories, the conflicts, boiled down to one or two scattered stories here and there. And the few articles that there are, tend to be loaded with simplistic narratives (‘heart of darkness’ or humanitarian tragedy). Rarely is there a serious attempt at political analysis. This is, of course, nothing like the saturation coverage and detailed analysis showered upon the industrialized countries and the Middle East.
So what benefits will this World Cup effect bring? How optimistic should we be about the crumbs of media coverage that will fall off the table reserved for the more ‘important’ regions of the world? I am not all that hopeful.
On its website, the Canadian Broadcasting Corporation (CBC) has put up a “special report” entitled “Africa 2010: A continent’s moment on the world stage”. And what a fitting title it is, because a “moment” is about all that Africa will probably get.
Reporters will direct the bulk of their attention to coverage of the World Cup itself, but, to make all the costs worthwhile, will probably venture into Soweto and other places, doing a piece or two on how far South Africa has come since the end of apartheid. Those media corporations with a little bit of extra budget (and an editor in a good mood) might venture outside South Africa, and into relatively accessible neighbouring countries. CBC has at least done an article on the DRC, although the “The Congo turns 50 this month, but will it ever grow up” title leaves a lot to be desired.
Because Africa is seen as having so little news value, very few outside media corporations have a substantial presence in Africa. Of all the supposedly ‘global’ TV news corporations, Al Jazeera has the largest presence in Africa, with all of five bureaus – most have that many bureaus in relatively tiny Europe. Covering Africa therefore means footing the bill to send someone there to get some stories and get out. This is usually someone who has little knowledge or experience of Africa. This is parachute journalism, and expeditions are measured in days, maybe weeks if they are lucky.
Such commercial realities are thought to have played a role in the coverage of the Rwandan genocide. Many reporters were able to cover the genocide because they were already in the area – they were covering the first post-apartheid elections in South Africa. Thus, a similar set of massacres in Burundi a year earlier (more than 200,000 killed – not as many as Rwanda, but far greater than anything in Kosovo, Bosnia, East Timor or Israel-Palestine) got no coverage – no one happened to be in the area and Africa had so little news value to warrant sending someone there. And which massacres do we remember, Rwanda or Burundi?
With so few foreign journalists based in Africa, coverage of Africa tends to end up as a ‘special report’, not a substantive part of the regular news agenda. So unfortunately, when this ‘special’ event is over, the reporters will undoubtedly return to their regular posts and Africa will return to its place on sidelines.
I guess Africa will just have to take whatever attention it can get, simplistic stereotypes and all. Attention is certainly needed. Heavy fighting continues in Mogadishu, Somalia, and aid coming in for the DRC is so low that the UN is warning of “catastrophic” consequences. Let’s hope those reporters that have made the trip to Africa have something to say about all this during the half-time breaks…