Journalists Urged to Defend Indigenous Knowledge and Drive Change

Mbabane, Eswatini –  2 July 2025 – When I first arrived at a meeting in a new cultural setting, I didn’t realize my simple habit would carry so much weight. I sat comfortably, my Pan-African cap draped over my shoulders—a symbol I have worn proudly. Within the Pan-African movement, that cap represents resistance. It’s a quiet protest against colonial residue and the dominance of systems that tried to erase us.

At African Union meetings or even at the UN, you’ll see people wear such caps precisely for that reason: to signal defiance, to assert dignity, to remember the struggle.

But that day was different. Someone leaned over and quietly whispered to me, “What happened? Hypothetically, the king is here.” I didn’t understand. They explained that here, in this cultural setting, it was disrespectful to keep a cap on in the presence of elders or royalty.

I felt humbled—and I learned.

That moment reminded me why dominant cultures—even well-meaning ones—can be dangerous. They risk flattening everything else. When you walk into a room assuming your way is the way, you can trample something vital, sacred, or local.

This is exactly why the media has such a critical role. Media is not just a platform for stories—it is a custodian of knowledge systems, including indigenous ones. When media uncritically amplifies dominant cultures, it risks erasing the very diversity it ought to celebrate.

We see this tension everywhere. That’s why in many countries, content regulation isn’t only about controlling what is said—it’s about protecting balance. Some countries require a minimum share of programming in indigenous or minority languages. Others dedicate entire stations to indigenous voices.

This isn’t censorship. It’s preservation. It’s respect.

If you don’t make space for indigenous knowledge systems, they’ll be drowned out and lost.

But protecting culture doesn’t end with programming quotas. There’s a more subtle, everyday duty in journalism: fairness in storytelling.

Too often, media sanitizes, shapes, or controls the narrative—especially if it’s uncomfortable or controversial. True fairness isn’t about pushing a single, polished version of events. It’s about making sure all voices are heard. Even if you’ve researched carefully—even if you feel your version is right—you owe it to those you cover to let them speak for themselves.

Deny, agree, disagree—everyone deserves their say. Journalism rests on fairness, clarity, and transparency.

Covering complex topics like the environment, disasters, and public health demands far more than simply reporting “what happened.” It calls for critical thinking, ethical clarity, sensitivity to context, and above all, responsibility to the public good.

During COVID-19, I worked on the front lines of disaster management. My guiding principle was clear: make sure the information is verified before sharing it. Journalism can’t be about chasing scoops at the cost of accuracy. When your instincts say “This isn’t ready,” wait. Confirm. Find missing voices. Only then publish with confidence.

Failing to do this risks spreading misinformation or panic—mistakes that can cost lives.

Journalists aren’t lawyers or security specialists. There are places we can’t go: courtrooms, prisons, military zones. Publishing classified information isn’t just unethical; it can get you jailed and endanger security. Even leaked documents are only leads. Our job is to investigate them responsibly.

Interviewing isn’t about showing up with a list of questions. It’s about preparation, openness, and humility. Use open-ended questions. Listen. Don’t get lost in your own voice.

Respect the source. Create a comfortable environment so they can speak freely. And remember: those who truly understand their topic can explain it simply. Jargon isn’t sophistication—it’s exclusion.

We write for the public—families, communities, citizens of all backgrounds. Simplicity is service.

We’re losing trust because too often we forget who we serve. Every question you ask should be for your audience. Does this help them understand? Does it add value? Does it respect their context?

We live in a digital age. Tools like AI can help us work faster. But they can’t replace editorial judgment.

I’ve seen editors feed long, carefully reported stories into AI to “cut them down” and end up with something that lost the heart and context of the original. Technology doesn’t understand local nuance.

When I helped draft the Global Media and AI Charter, I argued hard that technology must respect indigenous knowledge. Systems trained on one worldview won’t automatically fit another. We need solutions built for our own contexts.

Environmental reporting isn’t just about exposing wrongdoing. It’s about change.

When communities cut trees for firewood and say it’s “God’s gift,” journalists must help explain the consequences—while recognizing the need for alternative energy sources.

Plastic waste is a classic example. Is it the public’s fault? The government’s? Both. The public must stop littering. The government must enforce restrictions and promote alternatives.

Look at Tanzania. They banned plastic bags and invested in glass bottles and alternative packaging. It didn’t happen overnight. It required sustained media engagement and public debate.

We have a role in fostering this change. By keeping the issue alive. By critiquing policy. By informing the public about consequences and alternatives.

Our work has changed. We can’t wait days to publish stories about live events. Social media and online platforms let us tell stories in real-time, build audiences, and amplify important issues.

Your brand is what people say about you when you’re not in the room. Stay present. Be consistent. Use your platform to champion the environment, indigenous knowledge, and fairness.

Because if we don’t, who will?

Journalism remains one of society’s most powerful tools for change. It can expose wrongdoing, spark debate, hold power accountable, and transform behavior. But that only happens if we practice it responsibly, ethically, and with our audience at the center.