A Lecturer at the University of Media Arts and Communication-Institute of Film and Television (UniMAC-IFT), Dr Joseph Chegadam Aketema, will confront a contentious issue: “The Image of Africa in Hollywood Films," as part of the Inter-faculty Research Seminar hosted by the Directorate of Research Innovation and Development (DRID) at the University of Media Arts and Communication (UniMAC).

Scheduled for Friday, November 8, 2024, via Zoom, this lecture promises to offer a fresh lens on how African realities are depicted in mainstream Western media.

In a pre-lecture interview with DRID, Dr Aketema described his motivation to address the often-problematic narratives Hollywood has shaped about Africa.

“This lecture stems from a need to turn the lens on these portrayals, looking deeply at how Africa is historicized and represented in Western media,” he explained.

Dr Aketema is particularly interested in sparking critical discussion around “how we, as Black Africans and people of African descent, can dismantle the yokes of subjugation, distortion, and representation.”

The lecture will include an understanding of history, Afrocentric theory, and the impact of Hollywood’s powerful media reach.

Dr Aketema underscored the need for African filmmakers to form a collective front, suggesting that “one arrow cannot kill an elephant.” He believes a unified approach in the African film industry can counteract the influence of Hollywood’s well-established studios and offer more authentic representations of African culture.

The event will also highlight figures in African media history who have worked to change the narrative. “People don’t know about Ali Mata Salembere, one of the founders of FESPACO, or the impact of early African filmmakers,” Dr Aketema said, adding that a deeper understanding of these efforts may inspire new ways of thinking for today’s African filmmakers and cultural scholars.