How Social Media Is Transforming The Media Landscape In Africa

Even a feature as basic as WhatsApp Status has changed the status of media in Africa.

Or hasn’t it?

Let’s look at it from this angle; when last did you watch a snippet from a music video or skit from friend’s WhatsApp status?

Recently, right?

And what did you do right after then? Most likely, you went a-searching for the ‘full content’ on another social media platform right? Perhaps Youtube, Instagram or Spotify?

And from that singular WhatsApp status view, you perhaps made some further commitment- either you hit the subscribe button or even proceeded to make some online order of content.

It needs no belabouring; from a simple WhatsApp status, content has at countless times gone viral, made sales, skyrocketed in popularity and achieved a lot of other staggering feats that were heavily dependent on traditional media in previous times.  

It’s an exciting dive before us as we take a look at 5 SIGNIFICANT WAYS Social Media is transforming the African media landscape;

DEMOCRATIZATION OF INFORMATION

With over 388 million social media users in Africa, (representing a penetration rate of around 35%) according to a 2021 report by We Are Social and Hootsuite, Social media platforms have given a voice to individuals who were previously marginalized or excluded from traditional media channels. Anyone with internet access and a smartphone can now become a content creator, allowing for a more diverse range of perspectives and narratives to be shared. This has led to a democratization of information, enabling citizens to participate actively in public discourse and hold those in power accountable.

AMPLIFICATION OF LOCAL VOICES

The opportunities have never been so huge. Approximately 99% of social media users in Africa have access to platforms like Instagram, Facebook, Youtube and Tiktok in their mobile devices.

This mobile-centric usage has facilitated widespread connectivity and enabled Africans to engage with social media even in regions with limited infrastructure. What this has done at an almost unprecedented scale is to amplify local stories and issues that may have been overlooked by traditional media outlets. By bypassing traditional gatekeepers, individuals and grassroots organizations can bring attention to social, political, and economic challenges faced by their communities.

REAL-TIME REPORTING

Social media has empowered African citizens to become citizen journalists, reporting on events and incidents in real-time. The Reuters Institute Digital News Report 2021 highlighted that 55% of surveyed internet users in South Africa relied on social media as a news source, while the figure stood at 35% in Kenya. These statistics demonstrate how social media has disrupted traditional news consumption patterns, with users increasingly turning to online platforms for information and updates.

This has been particularly valuable during times of crisis, such as political unrest, natural disasters, and public health emergencies. Social media platforms have played a crucial role in disseminating information, connecting affected individuals, and mobilizing support.

ECONOMIC OPPORTUNITIES

 Social media has also created economic opportunities in the African media landscape. Content creators, influencers, and social media managers can monetize their online presence through brand partnerships, sponsored content, and advertising. This has empowered individuals and small businesses to generate income and build careers in digital media.

Doubtless to say, the statistics above collectively underscore the transformative power of social media in Africa, showcasing its ability to bridge information gaps, empower citizens, and reshape the media landscape across the continent. However, it’s important to note that social media’s impact on the African media landscape is not without challenges.

Misinformation, fake news, and online hate speech remain significant concerns. Additionally, not all Africans have equal access to the internet and digital literacy.

As all stakeholders in the creative economy, social media landscape and digital space continue to collaborate and navigate new pathways, it is certain that these challenges will be minimized while new opportunities and possibilities continually get explored.