The Impact of News Media on Artificial Intelligence Perception in Africa

News media play a significant role in shaping public understanding of artificial intelligence (AI) and influencing societal interactions with these technologies. For many individuals, particularly those without prior knowledge of AI, media platforms serve as the primary source of information.

This influence is especially pronounced in Africa, where historical and socio-economic factors, including colonial legacies and uneven technology transfer, shape the understanding and deployment of AI. The way African news media represent and frame AI carries substantial implications for the broader public discourse surrounding the technology.

To understand how African media reports on AI, our team of media researchers conducted an analysis of 724 articles published in 26 English-speaking African countries from June 1, 2022, to December 31, 2023. We focused on these publications’ contributions to the prevailing hype surrounding AI—characterized by exaggerated excitement and unrealistic expectations regarding the capabilities of artificial intelligence.

This current trend of hype stands in contrast to a period often referred to as the AI winter, marked by declining interest and investment in AI technology. The cyclical nature of this phenomenon has been evident since the 1950s and is characterized by hyperbolic language, overly optimistic or pessimistic views, and substantial investments in the field.

Our research scrutinized how AI is portrayed in African news media, assessing whether coverage tends toward exaggeration or optimism. Media representation plays a critical role in shaping policy, investment, and public acceptance of new technologies. For instance, positive media portrayals of alternative fuels in Germany significantly shifted public perceptions.

Analysis of our findings revealed distinct patterns regarding article placement and authorship. The majority of AI articles appeared in technology sections (36%), followed by general news (24%) and business segments (19%). This distribution indicates that these publications tend to present AI primarily as a practical tool for solving problems and generating economic opportunities, often sidelining discussions about its social or ethical implications.

Notably, only 29% of the articles were authored by African journalists, news organizations, or content creators. In contrast, Western-based organizations contributed 21%, with significant contributions from global news agencies like AFP (15%) and Reuters (6%). This reveals a heavy reliance on external voices, with a mere 4% of articles written by researchers, underscoring a lack of representation for local insights that are crucial for an informed understanding of AI in the African context.

Language and Representation in AI Coverage

We also examined the terminology frequently used in the discourse surrounding AI. The prominence of references to Google, Microsoft, and ChatGPT highlights the dominance of Western tech giants in the field. Moreover, a notable frequency of masculine pronouns suggests a bias toward male perspectives, while feminine pronouns were conspicuously absent. This tendency diminishes the diversity of voices in the conversation.

The limited use of terms like “Africa” or “African countries” indicates that the reporting often fails to address the unique needs and challenges faced by the continent, thereby overlooking its vibrant and growing AI ecosystem.

Key Themes in African AI Reporting

Our analysis identified three main themes prevalent in African news coverage on AI:

• The transformative potential of AI across various sectors, including agriculture, government, healthcare, and economic development.
• Concerns about the potential negative effects of AI, emphasizing its unknown and sometimes destructive capabilities.
• Articles providing balanced views, aimed at demystifying AI tools and clarifying their current state of development.

Implications for Policy and Development

The predominance of technical and economic perspectives from Western sources poses risks, as policy decisions may be adopted without adequate local consultation or ethical consideration. This can result in policies that prioritize global hype at the expense of community-specific needs.

Furthermore, an excessive focus on AI as mere “tools” or “solutions” can overshadow broader impacts on employment, inequality, and cultural dynamics. The absence of Afrocentric terminology in coverage contributes to a symbolic exclusion that marginalizes Africa’s distinct needs and opportunities.

Enhancing Local AI Journalism

To foster a more responsible and localized discourse around AI in Africa, it is essential to empower journalists and researchers from the continent to cover and analyze this technology critically. Expanding representation to include local researchers, policymakers, and community voices is crucial for balanced reporting.

This approach should aim to reconcile the economic potential of AI with its social, cultural, and ethical implications. By doing so, African media can counteract one-sided narratives and cultivate more inclusive and socially responsible conversations about artificial intelligence.