This chapter situates the Africa campaign tradition within broader media representations of Africa. The chapter argues that a key distinction between Africa campaigning and media reportage is the way each form of representation frames African state sovereignty: notably that sovereignty is not a strong concern in campaigning. The chapter finishes with a reflection on campaign prospects. The argument here is that campaigns need more than ever to reconcile themselves to communicating with a British public that is highly differentiated and also exposed to varied imagery of Africa. Basing itself on a key campaign report, Finding Frames, the chapter argues that appeals to a mass public will always been extremely limited in their ambition, and therefore campaigning should be based on more ‘niche’ and pluralised constituencies.
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