Western Legacy Media Perspectives on Global Health

Drawing on interviews with journalists from France, the UK, and the United States, this section outlines how Western legacy media currently frame global health—and how that frame is shifting under the dual pressures of a broken business model and a continent that is asserting ownership of its own narrative.

Diverging health priorities: “Franco-Français” vs. The “perfect storm”

There is a distinct divergence in editorial priorities between French and Anglophone media. French coverage tends to remain “Franco-Français,” focusing on domestic issues or global health topics only when they pose a direct risk to Europe, such as Mpox, or involve a specific French angle, such as the involvement of a French NGO like La Chaîne de l’Espoir.

Conversely, UK and US perspectives are currently dominated by a “perfect storm” narrative: a convergence of rising health risks and plummeting budgets. A major narrative identified in the US and UK is the “panic and neglect” cycle, where the withdrawal of US funding (e.g., PEPFAR, USAID) and an “America First” security approach are threatening the sustainability of HIV, malaria, and tuberculosis programmes. Ben Deighton (UK) describes the current environment as a “code red” for journalism, noting that just as science is being undermined by disinformation, funding for science journalism is evaporating, leading to cuts in coverage when scrutiny is most needed.

“As journalists, it is our responsibility to ensure that even if a French media outlet is happy to feature French people in a story, we do not include only French or European voices. We must also highlight highly skilled African doctors and health actors who know the subject matter well. It is equally important to give space to African women’s voices, because they are doing extraordinary work, even if they do not always put themselves forward.”

— Reporter, French national public broadcaster

The COVID-19 legacy: indifference vs. structural anxiety

Perspectives on the pandemic’s legacy vary significantly. In France, COVID-19 is no longer a major standalone topic; it is viewed as a past event experienced differently in Africa than in Europe, and is difficult to “sell” to editors unless linked to the concept of “One Health.” However, in UK and US media research, the “hangover” is defined by lingering vaccine inequity and the complex, often pessimistic negotiations regarding pathogen access for future pandemics. While technological optimism exists regarding new vaccines (malaria, HIV) and AI-driven drug discovery, there is deep concern in the US and UK that the world is moving away from preparing for the future due to financial constraints.

Operational challenges: the broken business model

Journalists across these regions emphasised that the business model for health reporting is broken, necessitating new forms of collaboration with agencies. There is a critical need for grants and funding—French journalists noted that reporting from Africa is becoming impossible without external financing for press trips, citing that major outlets like Le Monde or La Croix rely on organised trips by NGOs to cover stories in the countries. Similarly, UK journalists called for organisations to fund independent reporting to sustain the ecosystem.

To build trust, agencies must move beyond generic press releases. Journalists in the UK emphasised the need for “exclusives” that answer “why now?” and “is this counterintuitive?”. French journalists highlighted the need for “human stories” and charismatic characters—patients or community workers—rather than institutional rhetoric, which does not work for television or broad audiences.

“I really value having embargoed information and some time to work on it. Often, I get pitches after something has already come out, which puts me in a tight spot to cover it quickly. Even a day helps, but having 2 days to a week is a rare gift that lets me actually spend time on it.”

— Editor, US digital media platform focused on health and science, and podcast host

Barriers to African representation

There is a consensus on the difficulty of accessing African researchers. UK journalists noted that unlike Western researchers who respond in minutes, African experts can be cautious about speaking due to government pressure, leading to weeks of delay. French journalists warned against using administrative officials who lack field experience, urging agencies to facilitate access to genuine “field actors” and female voices to ensure authentic representation.

A call for building strategic partnerships and reclaiming the narrative

Africa stands at a pivotal moment. This multi-country analysis reveals a continent facing two intertwined challenges: strengthening vulnerable health systems amid global funding uncertainty, and reclaiming ownership of its health narrative. The insights shared by journalists, editors, and health experts are more than a reflection of current pressures—they form a clear roadmap for collective action.

The conclusion is unmistakable: the old, top-down model of global health engagement is no longer fit for purpose. Progress now depends on authentic, sustained partnership—one that strengthens local media capacity, elevates African expertise, and supports the continent’s drive toward health sovereignty.

For international health organisations, funders, and communicators, the imperative is to move from passive observation to active collaboration. This means investing in scientific communications training, supporting education and trust-building campaigns, and countering misinformation with clear, credible, data-driven narratives. It also requires elevating locally grounded, emotive storytelling that reflects lived realities and resonates with communities. The future of global health will be shaped by those willing to listen deeply, adapt quickly, and co-create a more equitable, resilient narrative: one authored with, not for, Africa.