ABSTRACT
Mass communications plays a vital role in the rebranding and has done so for decades. It was in fact the main tool that propagated Euro-centric models of development and continues to play a significant role in upholding reductionist representations of Africa. The framing of the African population in astutely negative terms, focusing solely on their adversities, is one of the key communicative tools that colonial powers used to justify their occupation and settlement in Africa. And it is one of the most enduring forms of communicative framing that remains in use today with regard to mainstream narratives of Africa. The dominance of framing Somalia in constant need of Western humanitarian assistance keeps Western aid agencies in the powerful positions, as they are the bridge between Western donors and recipient communities, powerful positions that earn them lucrative salaries and additional expenses.
