Africa: Pop Culture Is Biggest Influencer of African Youth – Report read full article at worldnews365.me

Popular culture is the largest influencer of African youth, in keeping with the ‘Who’s Influencing Who? Unpacking Youth and Affect in Africa,’ report.

The newest report by ‘Africa No Filter’ investigated Africa’s affect on the world, its influences on African youth, and the way dominant narratives about Africa form the youth’s notion of the continent.

The analysis interviewed 4500 folks aged between 18 and 35 in Nigeria, Ghana, Ivory Coast, Morocco, Egypt, Uganda, Kenya, Zimbabwe and South Africa.

It confirmed that 57 per cent of respondents stated popular culture had the largest affect, adopted by the US and Europe (45%), and politicians (31%). Regionally, popular culture had the strongest sway in Kenya (87%) and Zimbabwe, whereas West African respondents (65%) perceived the US and Europe as extra influential.

“Curiously, despite the fact that politicians are thought-about influential, solely 11 per cent of interviewees stated they had been influenced by politicians. On condition that stereotypical narratives about Africa are plentiful, the report requested younger Africans what they imagine to be the dominant unfavourable tales concerning the continent in motion pictures. 54 per cent stated that frequent unfavourable narratives had been about crime and corruption, adopted by narratives set in underdeveloped cities (41%) and depicting uneducated, unexposed Africans (33%).

“Regarding the impact on the world’s perceptions, 75 per cent of respondents said the stories created a negative perception of the continent. However, it has not stopped them from loving their country and the continent (60%) or believing that African countries – especially South Africa, Nigeria, and Egypt – have a global influence (73%),” it said.

Govt Director at Africa No Filter, Moky Makura, was quoted to have stated: “It is a must-read for any organisation working with and in Africa as a result of it unpacks what influences the most important demographic within the continent.

“Sadly, African youth haven’t escaped the impact of negative stereotypes but the good news is that it hasn’t defined their perceptions – and that has a lot to do with social media, and the agency it gives them.”

Different findings of the report confirmed that social media was highly effective, including that: “71 per cent of respondents believed they might problem unfavourable stereotypes concerning the continent on social media. Whereas the report doesn’t dig into the origins of this perception, earlier analysis has turned up a number of examples of how younger Africans have – and proceed to – shift unfavourable stereotypes at a world stage.

“Love for nation and continent: Regardless that 45 per cent of respondents believed their perceptions had been formed by unfavourable narratives concerning the continent, 60 per cent nonetheless beloved their nation and the African continent. Solely 18 per cent of respondents indicated that they might reasonably reside in the US or Europe and solely 20 per cent believed that there are fewer alternatives on the African continent than elsewhere.

“The power of pop culture: The main influences on respondents were pop culture (57%), social media (27%), family and friends (44%), religion (74%) and their communities’ cultural practices (54%). While 45% of respondents believed that other African youths were strongly influenced by the United States and Europe, they stated that, for them, family and friends had the biggest influence.”

It famous that politicians stay influential, “however they do not affect the youth: Though 58 per cent of respondents stated politicians had been probably the most influential folks of their nation, solely 11 per cent stated they had been influenced by politicians.

“The only time respondents said they were influenced by politicians was when making voting decisions (51%).”