In this episode we will talk with Aida Muluneh about authenticity. Aida discusses the use of festivals to manage perceptions of Africa and to globally share different imaginings of Africa through the continent’s own visual language. She stresses the need for a global discourse surrounding ethically photographing the Global South, which is rooted in awareness and respect for the country being represented. Aida’s own work also aims to foster a global discourse while reflecting her own heritage and culture. Aida explains how authenticity has shaped her own career choices as well as how it is balanced with impartiality in photojournalism. What you’ll find inside: “Photographers in Africa have been doing work for a very long time, it’s just a matter of opportunities and you know having also in the international media having sort of diversity within discourse. So right now, for most of us in the continent there’s a level of urgency of trying to balance these cliches that we still see going out and the perceptions as well as it relates to what is Africa.” (5.36)“My goal has always been to authentically present my thoughts, my ideas and my experiences without having to pretend to be somebody else. So, my work is really a reflection of who I am and this is I think, when we speak about art and creativity that’s the most important thing that we have to focus on.” (9.45)“For us in the global south we have to educate ourselves to do better than what’s been done before, it’s not just about representation but it’s talking about rights… photographers come to Africa and feel that it’s ok to take photos of kids on the street you know, which they would never do in their own country. So, these kinds of things can only change when we have a global discussion as it relates to the direction of photography, that is not only led by the Global North but it also encompasses the challenges that we face in the Global South.” (11.47)“As artists we can only present our own truths, this is the key thing. And that truth means whatever is in front of us how we are authentically reacting to it. It’s dangerous when artists come with an answer. So, for me I’m just provoking the questions and these are the things that I focus on; is the questioning part and also my curiosity and the exploration of what I think about certain things. But within it is just to know more and to also get people who are viewing it to go on that journey with me as well, to be curious just as I am.” (20.32)“Right now, you can open any media outlet any of that and you’ll see sort of a one-sided approach to things, but what we need to be questioning is what is the other side as well. This is sort of the balance that needs to exist you know and to really not be almost like a servant to the industry, a servant to the market. That’s the only way that we’re going to change things.” (28.32)“Whatever style you choose whatever you wanted to do, just make sure that you live a life of purpose. This is always my goal, this is sort of my contribution to my continent…everything that I do is with the hopes that someone else will carry on what I started.” (35.11)What does photography ethics mean to Aida?“The basis of it is about respect in whatever form that you want to talk about it, however you want to look about it. And that respect comes from also having a common understanding that the ethics of photography is not different because the location has changed. We need to all be together on this. So if we’re using the same tools and approaching the same things and we’re fighting for the same things I think that there needs to be a better understanding and there needs to be a global conversation as it relates to that. That the ethical rules are not different because one nation is more developed than another.” (37.34)Links:“With Paint And A Camera, She's Forging A New Artistic Vision Of Africa” by Natalie Jacewicz for NPRAfrica Foto FairAddis Foto FestSimon Njami

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