MASS COMMUNICATION
Arriving at the final frontiers during the efforts to decolonise the African Mind. It is a limitless, relentless space, without beginning or end, filled with one point four billion souls, in skin, flesh, blood and bones, living on a gigantic continent, with more millions in a diaspora-the sixth region.
Everyone is fragmented into tiny pockets in a vast landscape, without any formal unified systems that can be applied in the new unknown of now. Caught up into currents and streams of energies in the present times. The old models and methods of the past will not work to assist anyone. Individuals in the task of decolonising minds, must now create and invent according to their vision and purpose, in the cultural creativity of Mass-Communication, the most convenient way when speaking directly to the whole nation.
AFRICAN CINEMA
Through dialogue, sound, and the moving image, the cinematic experience posses the capacity to transport us, to places way beyond our imagination, into a world within worlds. Much more than entertainment, from independence to the present moment, how do African creatives represent themselves in the global media? Especially now, how are cinematic stories told, how do they unfold?
Opportunities are now available, where the full spectrum of contemporary African life, can be presented on screen. There are many exciting writers in all genres across the African continent, story telling is an enduring essential aspect of African cultures. Through imagination and visual communication, the screenplay can transform written languages into an exciting spectacle.
Movies are produced, not appealing only to our feelings and emotions, the Cultural Creatives are utilising the cinematic experience for social identity and collective cohesion. Assisting viewers to evolve, rising upwards to higher levels of awareness and consciousness. From there it becomes possible to realise, visualise, and promote a common contemporary collective identity, for all people living on the African continent.
THE MEDIUM
All Cultural Creative Medium as Industry has its own unique language, properties, aesthetics, technicalities, working structures, models, and methods of operations. To become sustainable as an industry, when making a movie for a global audience, the need arise for deep understanding of the creative, artistic, technical, practical, and professional rules of operations. Questions like these are being asked, what are the essential qualities that make a movie, an excellent representation in the use of the medium? What are the properties that secure popular success, through the cinematic experiences of the moving image in mass-communication?
TRANSFORMATIVE IMPROVEMENTS
In African movie making, many areas in the creative industry need rapid improvements. Considering the immediate local audiences, the urgent need is for the expansion of cinematic theatres and screens, especially in the rural areas. The best of African film making, are not seen, and are not known by the intended audiences. Those whom the films are primarily about, and for whom the films were initially produced.
This lack of cinema screens also restricts the generation of income, for the creators, production studios, and the state. Money is also loss through the low maintenance of copyright laws and unrestricted piracy. The low levels of film education institutions, and museums to secure archives of films, generate a huge loss of classic films in large numbers. The evidence, progress, and knowledge of African film productions remain minimal across all areas in African society.
For sustainable development in the cultural creative industries, new forms of infrastructures are vitally needed all over the continent. This lack of networks working together, makes it extremely difficult to secure long-term income generation for the industry. And these infrastructures begins at home on the continent of Africa, for its 1.4 billion populations!
ECONOMICS & POLITICS
The creative industry is a broad based area of creative knowledge, and cultural oriented economic activities. The global economy of the cultural creative industry, is estimated to be between 2.5 – 3.1 trillion $USD . The cinematic experience is now an area of global culture, generating billions for the GDP of many countries. In Africa, film making production is valued at 5 billion $USD as a yearly revenue. The current leaders in terms of production output, quality of productions, and income generation, are South African, Egypt, and Nigeria.
Through FEDA-Fund for Export Development in Africa, an investment subsidiary of Afreximbank – African Export-Import Bank, with its headquarters in Kigali, Rwanda. In 2025 this investment group launched the African Film Fund with one billion $USD, to support Film production, Television, and immersive Digital Media, across the whole continent of Africa.
The Afreximbank fund for film production, is designed to finance production, post-production, infrastructure, digital distribution, and screening networks, treating African storytelling as an export trading sector. The intentions are to secure a share of the global market for creative exports, in the borderless digital economy.
If we can ponder the political thought, Power & Control verses Creative Freedom. From independence of African countries in the 1960s, cinematic movie making is one area of creativity and social living, that the majority of African governments have overlooked, ignoring it true values in all forms of its production. In the spirit of the new, the hope now is that the present leaders in Government will wake up, and realise the full potential of True African Cultural Creativity, and do their best to support its growth and development!