ABSTRACT
This chapter seeks to critique the communication landscape in Africa, especially during crises. The dissemination of COVID-19 and vaccine-related information in Africa has predominantly followed a top-down approach, with political leaders, rather than health experts or knowledge brokers, controlling media coverage. This hierarchy reflects news values, agenda-setting, and priming theories, demonstrating how the media shape public perception by favouring elites over ordinary citizens to highlight specific issues. However, these elite-focused approaches create a gap between media priorities and public concerns, reducing the effectiveness of science communication. When political authority overrides scientific expertise, the media often neglect broader societal needs, undermining credibility during public health emergencies. To address these issues, Ascroft’s Participatory Communication Model offers an inclusive, dialogic framework that encourages horizontal interaction among authorities, experts, and communities. This model challenges hierarchical dissemination, bridging the gap between institutional narratives and community realities. Likewise, the two-step flow theory emphasises the role of knowledge brokers who interpret and adapt information within local cultural contexts. Although such intermediaries can inadvertently spread misinformation, they are vital in countering falsehoods rooted in religious or traditional beliefs. Effective science communication in Africa can foster greater trust, understanding, and resilience during crises, such as the COVID-19 pandemic.
