On the African continent, as in the rest of the world, women's empowerment will require, among other things, better representation of their image, particularly in the media, far from stereotypes. Traditional communication channels and Web 2.0 channels therefore have a role to play in raising the profile of women in the media.
It is clear that in recent years, feminist movements have become increasingly visible in the African media, and the media are making a considerable effort to give women platforms for expression.
In Côte d'Ivoire, for example, the DTT channel NCI (Nouvelle Chaine Ivoirienne) has been broadcasting the program "Les Femmes d'Ici" since 2020. A true showcase dedicated to women, this program, co-hosted by Aurélie Eliam, Hannane Ferdjani, and Khady, takes the form of a talk show addressing topics that are important not only to women but also to society in general. "For just over a year now, we have been experiencing an extraordinary moment with the proliferation of 100% female African TV shows. Thanks to programs such as Le Chœur des Femmes broadcast on CANAL+ Elles in particular, women can express themselves freely, without any inhibitions. Some are outspoken feminists, others are not at all… And I think that's great!" said Haby Niakaté, journalist, director, and former editor-in-chief of Le Chœur des Femmes, in an interview with Adweknow.
In the digital world, we are also seeing a whole generation of African women with feminist convictions taking the media by storm. This is the case of Hélène Doubidji, who chose to create the media outlet EkinaMag in Togo. It is a feminist web magazine, 100% digital, committed to fighting sexism and gender-based violence and working to promote women's rights. The media outlet highlights the successes and initiatives of girls and women, while emphasizing the challenges and obstacles they face. "
I chose to create a feminist web magazine because when you analyze the media environment in Togo, you realize that women are presented in the media in a stereotypical way. They are rarely cited as experts, consultants, or specialists; instead, they are heavily involved in sexist advertising and content… Feminist concerns are rarely addressed by the media, and the issue of gender equality is often not dealt with in depth. Our ambition is to have a media outlet that deconstructs clichés and stereotypes, challenges the patriarchal order, promotes a more positive image of women, and defends the ideology that women and men are equal," Hélène Doubidji said in an interview with our team.
In terms of content, important work is being done by the media. But there is still a need to further emphasize content that raises awareness of gender issues and highlights role models. Journalists, agency directors, media experts, communications directors in private and public organizations, entrepreneurs… These women, whose numbers are growing, are all contributing to changing the narrative of the continent and the place of African women in society. They must inspire through their experiences and their journeys and become role models for future generations.
Many of them have spoken out on Adweknow to present their initiatives and reveal their impact:
Annie Payep Nlepe – Multimedia Journalist & Director of Impact Media / Stopintox / Télé’Asu.
Denis Epote – Journalist & Regional Director, TV5 Monde Afrique.
Diane Audrey Ngako – Managing Director of the creative agency Omenkart & Creator of the podcast "Si maman m'avait dit" (If Mom Had Told Me).
Edith Brou Bleu – TV Columnist, Digital Communications Consultant & Retail Trader.
Grace Loubassou – Head of Institutional Relations Africa, Canal+ International.
Olivia Nloga – Head of Communications at Facebook for French-speaking Africa.
Paola Audrey Ndengue – Founder of PANNELLE & Co. TV presenter.
Sophia EL-Hajaj – Co-founder of ADICOMDAYS Digital Communications Consultant.