Promoting African Heritage through Film and Television Industry

The media industry holds immense power as the mirror through which society is reflected to the outside world. It plays a crucial role in conveying the culture, values and economic status of a society.

In Africa, there is the need to re-evaluate the current approach to media and strive for strategies that truly reflect the essence of African civilization.

This was the fulcrum of day five seminar presentation tagged: “Media image and communication” delivered by Ms Jiajia Lu of the Hengdian World studios, China.

The event was in continuation of the ongoing two weeks training for journalists from Ten English-Speaking African countries in Zhengyang, China.

The presentation aimed to empower participants with knowledge on how the Chinese have successfully used media, particularly the film and Television industry to advance their culture, heritage and the economy.

The famous Hengdian World studios, established in 1996, by a Chinese Businessman Xu Werrong, played a central role in this initiative. It is the largest film and Television production studio in the world and has produced famous movies like “Hero”, “The Great Wall,” and “The Mummy:Tomb of the Dragon Emperor “.During the seminar, Ms Jiajia Lu highlighted the significant role the studio has played in the growth of the Chinese film industry and in promoting Chinese Culture and History globally.

The studio created a strong media image as a hub for film Television production, showcasing expansive sets that replicate historical and cultural sites.The studio focus on promoting the Chinese brand, advancing culture and boosting the economy, using the typical Chinese traditional settings, Emperor’s palaces among others scenic spots.

These should serve as model for the African media industry as it emphasizes the fact that the Media should construct image that they want the world to see about the African people.

This way, African media can prioritize promoting local contents, ensuring that they identify and select valuable contents that promote positive narratives on their platforms.

Just like Hengdia World Studios, African Media can foster a strong collaboration with international film and media organisations to make African Culture and values a global reference point.