Addis Ababa, August 27, 2025 (FMC) – Ethiopia underscored the central role of media and communication in shaping a unified African narrative, fostering shared identity, and advancing the continent’s integration agenda, Government Communication Service Minister Legesse Tullu said.
The remarks were delivered at the 15th East Africa Communication Association (EACA) Conference in Addis Ababa, which convenes scholars, practitioners, and policymakers from across East Africa and beyond. The three-day event, themed *“Media and Communication in Africa’s Integration,”* focuses on the opportunities and challenges facing media in the context of Africa’s political, economic, and cultural integration.
In his opening address, Minister Legesse emphasized that effective media engagement is critical as Africa pursues deeper integration through initiatives such as the African Union’s Agenda 2063 and the African Continental Free Trade Area (AfCFTA). He said unified narratives reflecting shared identity, collective aspirations, and continental challenges are impossible without active support from media and communication stakeholders.
*”Media and communication are not merely channels for information—they are bridges of understanding, instruments of empowerment, and pillars for fostering inclusive and peaceful societies,”* Legesse asserted. *”Harnessing their potential to promote regional and continental integration is imperative as Africa stands at a critical juncture.”*
The Ethiopian government views strategic communication as essential for strengthening cross-border collaboration, enhancing people-to-people ties, and enabling Africans to tell their own stories in their own voices. In line with this vision, Ethiopia continues to deepen partnerships with East African nations and the wider continent through infrastructure connectivity, economic cooperation, and cultural exchanges.
Highlighting the need for a continental media institution, Minister Legesse added that a pan-African media house would be instrumental in amplifying Africa’s voice globally and reinforcing the integration agenda.
East African Communication Association President Professor Margaret Jjuuko described the conference theme as timely and highly relevant. She noted that exploring innovative strategies, sharing expertise, and forging regional partnerships can accelerate Africa’s integration. *”Collaboration across all media and communication stakeholders is crucial to harnessing the sector’s transformative potential for the continent,”* she said.
Abdulaziz Dino, Head of Media and Communication at Addis Ababa University, highlighted the implications of rapidly evolving digital communication. He observed that decentralized content production and widespread access to diverse viewpoints have created both opportunities and challenges for Africa’s integration. He urged scholars to actively engage with these dynamics to maximize benefits while addressing potential pitfalls.
The EACA conference provides a platform for robust dialogue on leveraging media and communication as instruments for unity, sustainable development, and a shared African destiny.