The potential of the digitisation of African cultural components in boosting the wealth and economic prosperity of the African Continental Free Trade Area member states

Abstract

The majority of African states are enriched with socio-cultural systems, usually in rural areas. Rural Africa is usually sidelined by the Western media in most cases, as it is perceived to exhibit poverty and a failure to adapt to modernity. Conspicuous consumption is also a factor in promoting the negligence of African culture's monetization/income-generating potential. Therefore, the potential of cultural systems in Africa to generate income has been sidelined. There is a gap between African culture and digital media systems that can network diverse African cultures to exchange ideas and initiatives for future economic endeavors. Talented African men and women should have an outlet to mainstream their craft, technological advancements, art, musicianship, agricultural products, and by-products to African media platforms that are accessible to Africans without Western media invasion. The African Continental Free Trade Area, as a free trade agreement amongst African member states, can allow the accessibility and affordability of African-generated initiatives amongst the countries. Digital media in modern-day society is practically a shortcut for a mutual trade agreement between parties involved in trading. Cultural fluidity is a global phenomenon that can be used to harness profits for the African continent. Hence, the income gained from the digitalization of culture is a prerequisite to globalization. It is important to note that rural inhabitants in most African countries are the most culturally oriented and poor or economically disadvantaged. Furthermore, media coverage in rural Africa is usually below average, which is a huge factor in the knowledge gap on digital technology between rural and urban areas. The African Continental Free Trade Area has boosted the use of information and communication technology to exchange knowledge and information, but its potential has not been maximized. This paper explores the potential of the digitization and mainstreaming of African rural culture in boosting economic prosperity and poverty eradication by member states of the African Continental Free Trade Area. This paper basically prescribes digital technology as a method of cultivating new techniques and channels to develop resources for economic development in Africa. A qualitative approach method for collecting secondary data is used.