Misinformation online (especially ‘fake news’) costs the global economy almost $80 billion annually. The global stock markets are negatively impacted annually by misinformation to the tune of about $40 billion. The market value of global stock markets is vulnerable annually to a 0.05% loss due to fake news. The retirement savings sector in the USA suffers about $19 billion annually from deliberate financial misinformation. The misinformation issue affects every country, sector, and institution globally, and Africa is no exception.
The poster child for Africa by the media is usually a malnourished child with no education living in slums or traditional Africans showcasing their rich, diverse, ancient cultures and traditions. It is even a trend for parents from other continents to tell their children, “Come on, eat your food. There are starving children in Africa. They don’t get food like this.”
As much as there is poverty and diverse cultures in Africa, just like every other continent, that is not the only reality of Africans living in Africa. Stereotypes propagated by poor media representation of Africa have cost Africa billions of dollars as investors and tourists boycott Africa in their voyages, believing Africans live in the jungle amongst animals lacking basic amenities such as electricity, shelter, and food. The media mostly blindsided the African tourism sector, which sends the message that Africa lacks Tourist attractions.
Global South Surprises
On 27 July 2024, American actress and comedienne Tiffany Haddish visited Africa Zimbabwe precisely, and to her surprise, they had a grocery store. She started the video on TikTok by saying, “Hey y’all. So I’m out here in Zimbabwe, in Harare, and look at the grocery store. They got a grocery store. It’s beautiful”. She proceeded to the fruit section and picked some fruits on display. ‘Look at these organic strawberries. This what I love — they sell sugarcane and it is fire. They got their dates on deck… Look at this grocery store; it’s huge; it’s absolutely humongous in Africa, baby. She repeats the phrase “Believe it” 4 times as though trying to convince a certain audience that all this is truly in Africa. Then she goes ahead to scream, “Africa, Zimbabwe ‘I just like demystifying sh*t.”
Moving onto another section that appears to be the supermarket’s meat section, Tiffany told her audience, ‘It doesn’t smell bad. I’m in the meat department.’
The astonished actress continued exploring different sections of the supermarket, pointing out various aisles containing appliances, kitchenware, sanitary supplies, toys, pet supplies, alcohol, and even tabloid magazines, which she points out, “I’m probably not in any of them.”
The video went viral on TikTok, garnering over 943,000 views, 57.6k likes, 10.7k comments, and 7055 shares. Many users found the video and grocery store reveal in Africa quite offensive. They accused Haddish of propagating the stereotype that Africans are primitive people lacking basic amenities like a supermarket. TikTok user Shar💕 commented, ‘Did you think we ate grass?’ the comedian replied: “No. But the media had me thinking all of your foods are purchased in outdoor markets with goats and cows just hanging out waiting to be slaughtered. With all kinds of smells and flies everywhere.”
The banter went on and on, with some users going as far as attacking her career and looks. Another TikTok user, CHINEMEREM, commented, “Washed up, failed comedian, Actress trying so hard to be relevant. Your Ignorance and Stupidity will be your end.”
While many found the video offensive, some people also saw it from a positive point of view, as they believed she intended to use the video to break stereotypes. User Daniel Freeman movies comments, “What people don’t understand is that, she’s showing Americans that we don’t live on trees like they think 💯💯I love this video”
The actress who received lots of hostile reactions from her followers, other digital audiences and the media later took to her X page, formerly Twitter, to address the concerns surrounding the issue. She blames the misinformation propagated by the media for her reaction at the supermarket and claims she was trying to change the narrative by showing “we have been lied to that what’s wrong. None of it. Just showing my hood they were wrong.”
Concurring that the issue is the pervasive portrayal of Africa in media and discourse; @moxie31_ wrote on X: ‘To be fair, America’s media is telling us that people live in huts in random villages & don’t have access to clean water. This is why black Americans are shocked when they visit countries on the continent… it’s America’s fault smh.’
X user Cissey Matavire affirms Tiffany Haddish by tweeting, “She doesn’t think that. She is clearly proving to her followers that Zim and other African countries are not what they imagine or brainwashed to think. Listen again”.
@thejessicatapia, a Twitter user, claims: “The media portrays Africa a certain way, and a lot of people don’t take the time to fact-check or research. Most people will accept the information that is provided to them as fact. So, I’m not surprised that she thought this.”
In a follow-up tweet, Tiffany writes, “Listen up, folks! There is NOTHING better than exploring Africa and seeing the truth with your own eyes! My soul is overflowing with joy, and my heart is like, “Why didn’t we do this sooner?” This place is unreal!”
The Rise and Fall of Victoria Falls
Disinformation and poor media representation not only discourage tourism and investors from coming to Africa but also prompt many who are deliberating on it to reconsider their plans. In late 2019, some unknown sources shared images of the largest waterfall in the world, Victoria Falls, a major tourist attraction located between Zimbabwe and Zambia, speculating that the waterfall has dried up. This incomplete image mostly captures the Zambia side of the waterfall, which experiences the lowest water pressure during the dry season — reaching its lowest in the months of October to December and January, making the rock formations prominently visible, especially along the Zambian side. This dry season, accompanied by low water pressure, also offers visitors a range of experiences, including clear, unobstructed views of the falls, swimming in the Devil’s Pool situated right on the lip of the Falls, giving visitors astounding views over the Falls and thrilling white water rafting adventures which are all impossible during the high water pressure season. The image of the dried Zambia side of the world-famous landmark made many tourists and sightseers believe the waterfall is no more, resulting in mass booking cancellations with many tour operators.
