According to a landmark study, attitudes towards Africa in the US and the UK are still based on antiquated and frequently unfavourable preconceptions, which significantly restricts cultural and commercial interaction with the continent. In partnership with Dr. Adam Hahn of the University of Bath and a group of researchers from the US and Germany, the narrative change organisation Africa No Filter published a report titled Stereotypes About Africa in Britain and the United States: A Social-Psychological Study of Their Impact on Engagement with Africa. The study, which polled 1,126 participants in both nations, sought to understand how people view Africa in relation to Europe and how these views affect interest in the goods, customs, and economy of the continent. In order to determine whether more positive narratives about Africa could change perceptions, a separate sample of 863 US participants was also evaluated.
Nature over people: a persistent narrative
The results present a clear picture. Wildlife and nature were highlighted by 57.9% of participants were asked to name three items that they thought of when they thought about Africa. Frequently, adjectives like “hot,” “dangerous,” or even “uninhabitable” were used in descriptions. Europe, on the other hand, was largely linked to affluence, modernity, and attractive buildings. Europe was seen as safe, stable, and prosperous, but Africa was frequently associated with political instability, poverty, and corruption. “This report demonstrates how many people still view Africa as an abstract concept, one that is more defined by animals and suffering than by people, advancement, or potential.” stated Dr. Hahn, a distinguished social psychology lecturer at Bath University.
Narratives with economic impact
The implications go beyond perception. The study found that negative stereotypes directly reduced interest in engaging with African products, experiences, and cultures. Participants were less likely to express interest in buying goods from Africa or exploring its cultural offerings compared to Europe.
Crucially, the researchers discovered that merely correcting false assumptions was not enough to shift attitudes. What made a measurable difference was the introduction of positive and accurate stories — narratives that highlighted innovation, culture, and diversity across African societies.
Reframing Africa’s image
“We now have concrete evidence that the stories that are told about Africa, as well as the ones that are not, have real-world repercussions,” stated Moky Makura, Africa No Filter’s Executive Director. This study serves as both a warning and a guide. It informs us that in order to fully realise Africa’s potential and promise, we need to move beyond economic statistics and news headlines. The study emphasises how crucial narrative is in influencing attitudes around the world. The research urges a strategic change in the way Africa is portrayed, especially in Western media, education, and entertainment, as the continent is set to play a more significant role in the global economy and cultural environment.
