Mapping Media Consumption of African Union Members for Human Rights Watch Communication Strategy

The following report seeks to provide a better understanding of the media consumption habits of those who shape African Union (AU) policies relating to peace, security, and human rights in Africa. Desk research revealed that media repression remains a critical issue in Africa, but access to new technology and the rise of social media are transforming how Africans produce and consume media.

Field research through online surveys and in-person interviews contributed to understanding the media preferences of members of the African Union, large non-governmental organizations (NGOs) and select embassies located in Addis Ababa, Ethiopia. In total, twenty-five officials of the African Union and three officials from NGOs or embassies participated in the study. Responses were analyzed and trends in general media usage, social media, and traditional media were identified.

Based on this analysis, three key recommendations to improve media outreach and advocacy campaigns were identified:

1) Understand the importance of social media,

2) Focus on television and online news, 

3) Recognize the importance of press clippings.

The hope is that these findings will enable a variety of groups, including the African Union, to form better media outreach strategies.