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The ‘Afro-positive turn’

Digital technologies have created opportunities for more plural narratives on Africa to emerge, by providing a platform for Africans to share their own (positive) stories. This chapter uses a postcolonial theoretical framework to explore how digital counter-narratives increasingly challenge longstanding Afro-pessimistic stereotypes, engendering in the process what may be termed the ‘Afro-positive turn’. The negative stereotypes of Africa have ramifications for the continent’s tourism performance as they affect African countries’ destination image and attractiveness. Findings reveal that digital counter-narratives undermine Afro-pessimistic images of Africa by focusing on ‘everyday Africa’, exposing one-sidedness and correcting misconceptions. The chapter proposes more Afro-positive/Afro-optimistic scholarship, especially in the hopeful context of ‘Africa rising’, to create a sense of hope and dignity for the continent and its peoples.