President Museveni has challenged African content creators to use their digital platforms to reshape the continent’s global image by telling stories that highlight its history, cultural identity, achievements and development potential.
The President said Africa’s transformation depends on addressing five historical missions: liberation, democracy, economic prosperity, strategic security and African unity.
He made the remarks at State House, Entebbe, while meeting a delegation of prominent content creators from Ghana, Zambia, Tanzania, Kenya and Uganda.
The delegation comprised Berthold Kobina Ackon from Ghana, Masiliso Mutumba from Zambia, Salim Athumani Kikeke from Tanzania, Daniel Wambua Ndambuki from Kenya and Christine Lynghamar Kia, a Ugandan national currently residing in Sweden.
President Museveni said he invited the creators after following some of their discussions on African history, culture and languages. He saw an opportunity to share historical knowledge and perspectives that could enrich their understanding of the continent and inform the stories they share with their audiences.
“I decided to invite you to give you the content of the Jjajas, the old people, because you are content creators. The content I want to give you is something we have been talking about for a long time,” he said.
Using the analogy of a patient and a doctor, the President explained that societies are like patients, while leaders are like doctors. He emphasised that understanding the challenges affecting a society is essential to finding appropriate solutions.
He noted that Africa possesses significant opportunities for wealth creation through agriculture, craftsmanship, traditional medicine and indigenous knowledge. He also identified the continent’s cultural heritage and linguistic diversity as important assets that should be preserved and harnessed for development.
However, President Museveni observed that internal divisions, poor governance and conflicts among communities and kingdoms had historically weakened African societies, making them vulnerable to external domination.
He said these historical experiences offer important lessons for contemporary African leaders and younger generations, particularly on the need for unity, cooperation and collective action.
The President identified liberation from colonial rule as Africa’s first historical mission, recalling the struggles of freedom fighters and the international developments that contributed to the continent’s independence movements.
He cited the formation of liberation movements, including the African National Congress (ANC) in 1912, as important milestones in the struggle against colonial rule. He also highlighted South Africa’s attainment of majority rule in 1994 as a significant moment in Africa’s liberation journey.
The second mission, he said, is democracy, emphasising the importance of governance systems that reflect the political will and interests of the people.
On economic prosperity, the third mission, President Museveni argued that Africa must focus on producing goods and services that can compete in viable markets rather than relying on foreign assistance.
He said the continent has the resources, human potential and productive capacity to generate wealth but must overcome fragmented markets that limit production, investment and trade.
“Your prosperity depends more on the whole of Uganda than on your tribe,” he said, stressing the importance of patriotism and national cohesion.
He explained that as production increases beyond the capacity of domestic markets, African countries must expand their reach through regional and continental integration.
In this regard, he pointed to the East African Community (EAC) and the African Continental Free Trade Area (AfCFTA) as important frameworks for expanding markets, attracting investment, creating jobs and supporting industrialisation.
The fourth mission, strategic security, requires African countries to develop the capacity to protect their interests against external threats.
President Museveni said greater cooperation and integration would strengthen Africa’s ability to safeguard its interests across land, air, water and space, noting that individual countries may struggle to develop such capabilities independently.
He described African unity as the fifth and fundamental mission, arguing that it is essential to achieving both economic prosperity and strategic security.
The President urged African leaders to learn from the mistakes of previous generations and prioritise cooperation over divisions that undermine the continent’s shared interests.
“If the past kings made mistakes in uniting us, what are you doing, you the African leaders?” he challenged.
He further encouraged Africans to recognise their shared historical, cultural and linguistic connections and use these commonalities to advance their collective interests.
The content creators welcomed the engagement, saying it had provided them with a deeper understanding of Africa’s history, development journey and future aspirations.
They expressed particular interest in Uganda’s growing industrial capacity, noting that they were impressed by the range of products manufactured locally, including buses produced by Kiira Motors Corporation.
The delegation observed that international perceptions of Uganda and Africa do not always reflect the continent’s progress in industrialisation, innovation, investment opportunities and economic development.
They expressed interest in establishing platforms through which young Africans can share their stories, cultures and experiences while showcasing the continent’s achievements to audiences across Africa and beyond.
The creators also pledged to share the President’s message with their respective audiences, emphasising African unity, economic transformation and the importance of Africans taking ownership of their narrative.
