Sensationalism Over Substance: Why Africa's Media Must Change

For three weeks, Africans – both on the continent and in the diaspora – have driven the conversation forward, transforming what could have been a fleeting gossip story into a full-blown viral phenomenon. Celebrities, influencers, radio stations, bloggers, and even politicians have given this scandal a platform, while critical issues such as the ongoing genocide in the Congo, or the recent opening of Dangote's massive tomato factory, have barely made a ripple. This raises a hard but necessary question: Why does the African media machine often prioritize sensationalism over the substantive, the politically significant, and the life-altering?

Let’s not be mistaken – scandals of this magnitude do not emerge in a vacuum. The Balthazar sex tapes are not just a spectacle of sex and politics; they reflect deep-rooted issues in Equatorial Guinea, a nation ruled by a dictator for nearly 45 years, where power struggles among elites often spill into the public domain in the most salacious ways. Baltasar Ebang Engonga’s sex tapes have become a key part of a larger political drama, with speculation that the videos were leaked as a way to discredit him in the race for the presidency. For all its titillation, the sex tape scandal provides a rare glimpse into the murky waters of Equatorial Guinea’s political intrigue and corruption.

Yet, the broader implications of these events are lost in a media frenzy that seems obsessed with the spectacle of it all. Instead of discussing the systemic corruption that has led to the country's dwindling oil reserves, widespread poverty, or the troubling human rights abuses under the current regime, the focus is on who is having sex with whom and whether these videos were consensual. Even international media outlets have latched onto the story, treating it like the latest tabloid drama, as if the most pressing issue in Equatorial Guinea is a celebrity's fall from grace.

To add insult to injury, the very African diaspora that bemoans Western media’s lack of interest in the continent has been complicit in making this scandal the story of the month. Yes, it is true that Africans have the power to make noise and create viral content – but what happens when that power is wielded for shallow gossip rather than for the causes that truly matter? The media’s role is not merely to entertain, but to educate, inform, and advocate. When Africa's media agenda is hijacked by trivial distractions, it shows a fundamental misalignment with the issues that should be front and center.

Take, for example, the ongoing violence in the Democratic Republic of Congo (DRC), where millions have died over the past decades due to armed conflict, human rights abuses, and instability. Yet, how much attention does this tragedy garner in African media outlets? Compare that to the outrage and fervor that has surrounded Balthazar Engonga’s tapes, and one can’t help but wonder what Africa’s media priorities really are. Why are we so quick to amplify a scandal when the stories of genocide, displacement, and despair go underreported?

One could argue that the obsession with sensational stories is a symptom of a deeper issue within Africa itself. In many African countries, media is not free in the conventional sense; it is often a mouthpiece for those in power, heavily censored, and controlled. When the media becomes an instrument for political elites or profit-driven corporations, it shifts the narrative towards trivialities that distract the populace from real problems. In this environment, it is unsurprising that scandals – particularly those involving powerful or well-connected figures – dominate the headlines.

The truth is, Africa has a massive media ecosystem. From South Africa’s 24-hour news channels to the growing podcast culture in Nigeria and Ghana, African voices are louder than ever. But what message are these voices amplifying? Is it a message of progress and accountability? Or is it one that encourages distractions, entertainment, and division? The success of viral stories like the Engonga scandal proves that when Africans decide to focus on something, the world takes notice. But why aren’t we as motivated to shine that same light on critical issues like the economic disparities that plague so many of our countries or the millions of African refugees displaced by war and violence?

To be fair, the African media landscape is not a monolith. There are countless journalists, activists, and independent platforms doing excellent work in reporting on human rights violations, political corruption, and the complex dynamics shaping the continent’s future. But their efforts are often drowned out by the noise of more salacious stories. What is needed, then, is a conscious shift in the media’s priorities. It’s time for African media to realize its potential as a force for meaningful change rather than a tool for petty entertainment.

When we turn our attention to stories like the Balthazar sex tapes and leave the genocide in Congo or the strides of African entrepreneurship in the shadows, we are wasting our power. Africa should not have to wait for the Western media to recognize its importance; African media should recognize its own power and wield it responsibly. Let the next viral sensation be a cause that demands attention, one that calls for justice, for truth, and for an Africa that refuses to be distracted from the real struggles.

The continent’s media landscape needs a revolution, and it begins with Africans themselves taking a stand. We must demand a media culture that reflects our true challenges and triumphs, one that does not diminish our stories to mere gossip and scandal. Only then can we shift the narrative – not just within Africa, but to the world. The question is: Are we ready to prioritize substance over spectacle?