‘Russia will tell our story': African experts welcome Moscow's media outreach

Russia Today

19-04-2025

In a move seen as part of its broader diplomatic push across the continent, Russian news agency Sputnik has opened its first African editorial center in Addis Ababa, the capital of Ethiopia.
Foreign policy analysts say the launch underscores Moscow's growing interest in deepening its engagement with Africa—both diplomatically and in the media space.
Boniface Muoka, chair of the Department of Security, Diplomacy, and Peace Studies at Kenyatta University in Nairobi believes it's not just about asserting Russia's political presence, but also about reshaping how Africa is portrayed, both within the continent and globally.
The editorial center is expected to serve as a hub for regional coverage, offering an alternative to Western-dominated media perspectives.
'For decades, Western-owned and controlled media coverage of Africa has been skewed, biased, and unfair. Africa's negative story has dominated Western media and the entry of Russia into this space is likely to turn the tide and show us the other side of the continent,' Muoka told RT.
Muoka adds that since Russia is not interested in 'policing Africa,' its media investment will likely be focused on strengthening its relationship with the continent by telling Africa's positive story.
'Through Sputnik, we are more likely to witness a story of good deeds by both Africa and Russia and not the usual stories of hunger, corruption, conflict, poverty, and underdevelopment which have been a norm in the Western media,' Muoka adds.
Sputnik's editorial center in Ethiopia is Russia's first large-scale, multi-functional media center in Africa.
Muoka explains that the move to set up the editorial center in Africa's diplomatic capital demonstrates Russia's intent to cement its media presence and influence on the continent.
'To reach across the continent and win the souls of the African masses, Russia has every reason to make such media investments because it needs a voice that can tell and sell its story,' Muoka told RT.
Dr. Jacinta Maweu, a media ethics and communication policy expert at the Global Center for Policy and Strategy (GLOCEPS), notes that Russia needs a strong global media influence and presence to advance its diplomatic, economic, and military strategies.
'The opening of the media center was well-timed and very strategic because Russia has made huge investments in Africa and it needs a tool to amplify that,' Maweu told RT.
According to Maweu, Russia's media investment in Africa will help neutralize the continent's negative image that has long been painted by Western media.
'Russia's coverage of Africa will not be about what is not being done or what has failed but what is been achieved and efforts being made. It will help showcase the continent's potential and milestones,' she said.
Alfred Otieno, a Nairobi-based independent journalist specializing in diplomacy reporting, argues that Russia's media entry into Africa provides African journalists with an opportunity to tell the African story in a positive way, with an African voice.
'Russia's strong media presence on the continent will help counter Western media's dominance in the coverage of African affairs,' says Otieno.
Speaking when she officiated the opening ceremony of Sputnik's office in Addis Ababa, Valentina Matvienko, speaker of the Russian Federation Council, acknowledged that Russia and Africa have been lacking information interaction, a gap Moscow's media investment in Africa seeks to address.
'We are taking a giant step towards the emergence of a broad Russian-African interaction. First of all, of course, information interaction, which we have been sorely lacking, and which is now crucial for the formation of a truly fair multipolar world order, in which the interests of African countries will be fully taken into account,' Matvienko said.
Sputnik, which has membership in the African Union of Broadcasting, already runs radio stations in several African countries, including Nigeria, Cameroon, Niger, Mali, Guinea, Botswana, and Zambia. The radio stations broadcast programs in English and French.
According to Dmitry Kiselev, director general of the Rossiya Segodnya media group, which runs Sputnik, there are also plans to open other Sputnik editorial centers in South Africa and Tanzania.
Muoka, however, warns that even as Russia expands its media footprint in Africa, a move that will help balance narratives, the continent must be awake to the potential shaping of public perceptions through media-led propaganda.
'Russia's media investment in Africa must solely focus on showcasing African solutions to African problems and not a tool of division and propaganda,' says Muoka.
Jacinta Maweu, on the other hand, observes that Russia will not allow its media to be used to propagate negative narratives against the continent.
'Russia is presenting itself as a friend of the continent and an anti-imperialist, something which will endear it to the emerging African leadership and earn the much-needed trust the Russian media needs from the African people,' Muoka told RT.