Addis Ababa, June 25, 2025 (AFLEX) – Zadig Abreha, President of AFLEX, emphasized the critical role of context in media communication during a recent training session for leaders and journalists at Fana Media Corporate.

He compared media communication without context to “shooting in the dark,” underscoring the necessity of understanding context to ensure effective communication.

Mr. Zadig stressed that context is irreplaceable in the media sector and is essential for protecting national interests while fostering a common narrative.

He urged media professionals to create, store, and distribute information in a manner that respects the cultural and religious foundations of society.

In his remarks, the president described the current media landscape as a battleground, where every citizen has the opportunity to become a journalist, editor, or publisher.

He called on institutions like Fana Media Corporate to develop a collective narrative rooted in national interest and context, warning that narratives that lack context can lead to their appropriation by adversarial forces, eroding public trust in the government and damaging the country’s reputation.

“The media is the mirror of society,” Mr. Zadig stated, highlighting its role in reflecting identity and memory. He emphasized that media can enhance connections and cooperation within communities.

He also cautioned that when a common narrative fades from collective memory, it can lead to the disintegration of nations. He praised those institutions and individuals that align national interests with appropriate context in their media and communication efforts.

This training session reaffirmed the necessity for media leaders to prioritize context in their work, ensuring that narratives serve the public good and uphold the integrity of the nation.