The Media Council of Kenya (MCK) has underscored the critical need for localised science communication to ensure information resonates with diverse communities and accurately reflects African realities.
MCK CEO David Omwoyo emphasised that effective science communication transcends mere translation; it requires framing information in a culturally relevant and impactful manner for local audiences.
“Localising content is not just about using local languages; it's about fostering genuine connection with the conveyed message. Farmers, for example, need science communication that speaks directly to their daily experiences—presented clearly, practically, and relevantly,” he stated during a panel discussion on localising content at the Future of Science Communication conference in Nairobi.
Mr Omwoyo further stressed the necessity for Africa to reclaim ownership of its narratives, moving away from seeking external validation. He highlighted the tendency of Western perspectives to devalue and reinterpret African knowledge, leading to the erosion of authentic African stories.
“We must amplify our voices by prioritising and promoting local content, rather than solely relying on global platforms for validation. Scientists, too, must simplify complex concepts and engage with local audiences in accessible language. This ensures knowledge truly serves those who need it most,” he asserted.
Executive Secretary of the Rwanda Media Commission Emmanuel Mugisha reinforced this point, emphasising the need to bolster language infrastructure for science communication.
He noted the challenge journalists face in finding direct translations for scientific terms in local languages, hindering effective communication of complex information.
“Without investing in language tools for science communication, we will continue consuming external narratives instead of shaping our own. Furthermore, public interest reporting is waning, with media increasingly prioritising clickbait over meaningful journalism. Science should serve the public, and collaborative efforts between journalists and scientists are essential for accurate and impactful reporting,” he argued.
Paul Omondi, representing Agence France-Presse, highlighted Africa’s linguistic diversity as a significant obstacle to content dissemination. He pointed out that with over 500 languages spoken across the continent, exporting content internationally is considerably more challenging compared to regions with shared languages, such as Europe.
The discussion, under the overarching theme "The Future of Science Communication: Trends, Drivers and Signals from the Global South," highlighted the urgent need for practical solutions to democratise science communication at the grassroots level.
Panelists emphasised the crucial role of collaboration between journalists and scientists in simplifying intricate scientific concepts and ensuring information remains relevant to local communities. They also underscored the media's pivotal role in shaping Africa’s scientific narrative and called for increased investment in local storytelling to balance external narratives with authentic African perspectives.