Attending a recent religious journalism conference in Nairobi, Kenya, was an eye-opening experience that revealed just how powerful the media can be in shaping the way religion is perceived, practiced, and politicized across Africa. One of the most striking realizations was that religion across the continent extends far beyond the dominant imported systems of Christianity and Islam.

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Traditional African religions, often oral and symbolic, are deeply rooted in communities, yet they rarely receive the same visibility or legitimacy in media narratives.

In some cultures, religion is a matter of initiation. A drumbeat, for example, carries profound spiritual meaning only to those trained to understand it. This led me to ask: if you’re not Muslim, Catholic, or Protestant, does that mean you don’t have a religion? The answer is clearly, no! But the fact that I even questioned it reflects how dominant and one-sided the public religious conversation has become.

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This is where the media plays a vital role not only in representation but also in validation. Journalists and broadcasters are not just storytellers; they are cultural gatekeepers. They decide which voices are boosted, what beliefs are normalized, and which narratives get national airtime.

In some African countries, the media has managed to strike a rare balance. In Senegal, where about 95% of the population is Muslim, public broadcasters still make respectful space for Christian and traditional belief systems.

Events like the Grand Magal of Touba, an annual religious pilgrimage of the Senegalese Mouride Brotherhood, one of the four Islamic Sufi orders of Senegal, and the Marian Pilgrimage of Popenguine are covered with the same seriousness as political news. Centred around the Notre-Dame de la Délivrande shrine, where a sighting of the Black Madonna is said to have occurred, the pilgrimage to Popenguine in Senegal is an annual Marian pilgrimage celebrated primarily by Catholics in Senegal and neighbouring countries. The media does not merely inform, it honours faith. The Imam of Touba, for instance, is more than a religious figure; he’s a national influencer capable of shaping major political decisions, such as influencing a president’s re-election bid.

Ghana and Côte d’Ivoire offer similarly promising models. The Ghana Broadcasting Corporation integrates religion into the national identity, regularly airing content that promotes peace, development, and ethical discourse.

In Côte d’Ivoire, Radio de la Paix was created after civil unrest to help bridge religious and political divides. These are examples of media being used as a tool for reconciliation rather than division.

However, not all trends are positive. In Cameroon, as explained by a conference participant from the country, traditional religion is occasionally featured in long-standing programmes, but often in ways that portray it as frightening or taboo even among Christians and Muslims. This points to a deeper discomfort around African spirituality and its place within modern religious narratives. It’s an uncomfortable but necessary tension to confront.

In today’s digital landscape, the stakes are even higher. Platforms like WhatsApp, YouTube, and Facebook, have given rise to a new class of religious influencers—some genuine, many not. The increase of so-called prophets exploiting economic hardship has become widespread.

During the conference, a media colleague joked that in Nigeria, a new prophet emerges every minute. The comment drew laughter but it also pointed to a troubling reality. Disinformation now spreads faster, appears more convincing, and is cheaper to produce than ever. AI-generated content and algorithm-driven sensationalism threaten to displace ethical storytelling with engagement-chasing propaganda.

At the conference, we reflected deeply on the responsibilities of reporting on religion. I expressed gratitude for the chance to learn from scholars and fellow journalists, acknowledging how complex, fair, balanced, and accurate coverage of religious topics can be. Religion and media are both powerful institutions in Africa, shaping identities, moral frameworks, and collective behaviour.

While secular narratives may be on the rise, globally, religion remains central to life in most African societies. It offers not only rituals and moral codes but community, belonging, and identity. Even self-declared atheists often turn to religion in times of crisis. Religion, far from fading, continues to unify and guide.

Media, meanwhile, has evolved rapidly from traditional broadcasting to user-driven digital platforms. This shift creates both opportunities and risks. Ownership, political influence, and economic interests often dictate content, leaving less room for genuine religious engagement.

When media houses are driven by profit or power, and not by truth, trust erodes. Selective coverage is another ethical concern where religious voices are often spotlighted only when aligned with political agendas, and silenced when addressing sensitive moral issues.

In Kenya, for instance, we heard that media may elevate religious leaders when they speak against corruption but remain silent when they challenge issues like abortion or LGBTQ+ rights. In South Africa, as noted, religion becomes newsworthy only when scandal or extremism is involved. Politicians frequently change religious affiliations for convenience, and journalists often follow suit, driven by the same shifting winds of influence.

The conference organized by the International Association of Religion Journalists, Aga Khan University, and other partners, highlighted the ethical responsibility of journalists not just as professionals but as individuals guided by conscience and reason.

Speakers emphasized the centrality of conscience in moral decision-making. Greek philosopher Aristotle’s idea of virtue as a balance between extremes also resonated; a good journalist must navigate between sensationalism and silence, advocacy and objectivity. As Pope Francis reminds us, journalism should be viewed as a calling, one rooted in service to humanity.

Generation Z, armed with smartphones and social media savvy, is transforming public discourse. From Kenya’s 2024 anti-tax protests to digital movements across the continent, young people are challenging traditional power structures and demanding accountability. This diversification of voices is a welcome development but it also raises concerns about professionalism, fact-checking, and ethical standards. In this era, every user is a potential content creator, which makes media literacy more important than ever.

In this new ecosystem, where media is both traditional and digital, religion is often at the centre of public debate.

But the blending of religious and political stories is becoming increasingly dangerous. Clergy endorsing political candidates, religious voices influencing constitutional debates, or inciting division all point to the politicization and weaponization of faith. In many cases, the media increases these dynamics, blurring the lines between personal belief, public service, and power.

To counter these challenges, several recommendations emerged.

First, train journalists and communicators with a deeper sensitivity to Africa’s religious diversity. Second, promote inclusive storytelling that captures the nuance of faith across different communities. Third, invest in media literacy to help audiences critically engage with content. Fourth, foster greater collaboration between media and religious communities to build mutual trust and understanding.

At the heart of it all is the simple but powerful idea that both media and religion should serve society.

When religious leaders manipulate followers or journalists distort facts, the public loses trust in both institutions. Yet when practiced with integrity, religion and journalism can become forces for peace, understanding, and shared values.

The takeaway from the conference was clear. Religion is not merely about private belief. It is a public force that intersects with identity, politics, and culture. And because of that, journalists must rise to the responsibility of telling religious stories with accuracy, empathy, and fairness.

The consequences of failing to do so is, division, distrust, and disinformation, which are already being felt. As our digital world grows more complex, so too must our commitment to truth.