Reframe Ethiopia

What makes up a country aside from its landscape, resources and history? Behind all the imagery which those with power always tend to manipulate as they see fit, there are the people overshadowed by these false narratives. I believe when it comes to representing our land and the people in it, creatives also hold a great responsibility to share a bold and truthful voice; making us fellow ambassadors; each of us carrying and reflecting the stories our people live by. As it is present day happenings making up rituals, then culture, and later on History, “Reframe Ethiopia” is all about shedding light to all the daily affairs and every aspect that contributes to life in Ethiopia.

For so long, the wilderness, poverty, war zones, starving children and the like, have been the identifying symbols when representing Africa. Even in the film industry, there is a well-known cinematic coloring dedicated to it; a technique which instantly communicates the poor state the country is in without even the need for words. In the name of documenting and storytelling, we have seen how many stories have been reported through a manipulated media where photography played a main role.

Reframe Ethiopia’s main goal is to rewrite the spoiled narrative of Ethiopia from a local storyteller’s perspective. As a photographer who has spent years on the streets with its people and on the road with its nature, I have learned how to communicate with the soul of storytelling through the language of beauty and truth. Each piece of work carry the untold stories of the peaceful communities which for years have been depicted as uncivilized, the serene lands behind the war zones many actively tried to hide, and spiritual practices, places, and beings which exist in such harmony regardless of their differences the media actively tries to feed and spread. When first drafting this concept, it is solely from the burdening feeling of responsibility that I, as a creative, carry around with me. Reframe Ethiopia is bound to reframe our beliefs, grudges, fears, and misconceptions we have been holding on for so long out of lack of understanding. It will be an unlearning experience in order to learn about the real Ethiopia.