Fading stereotypes? The mis/fortunes of media products in representing histo-cultural and social realities in Africa

The rapid technological advancements in the audio-visual industry have provided opportunities for individuals and communities to document their lived experiences and preserve their cultural legacies. However, in Ghana and by extension Africa South of the Sahara most indigenous content creators and television networks increasingly privilege Euro-American and Asian productions over local narratives. This preference poses significant risks of cultural alienation and moral erosion due to the uncritical consumption of non-indigenous media products. Guided by the Cultivation Theory and the Culture of Prejudice Theory (CPT), this qualitative study employs discourse analysis and historicisation to examine the pervasive threats of cultural acculturation in Africa’s media landscapes with a keen focus on Ghana and Nigeria. The study argues for a reorientation of African filmmaking that integrates indigenous philosophies such as Afrofuturism, Sankofa, and Consciencism with global cinematic traditions to empower local filmmakers and ensure cultural relevance. It further recommends that African governments invest in film infrastructure and that regulatory bodies, such as Ghana’s National Film Authority (NFA) and Nigeria’s National Film and Video Censors Board (NFVCB) bodies- to strengthen frameworks that balance cultural preservation with creative freedom to revitalise African cinema.