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In a significant shift within Africa’s media landscape, a new wave of digital content creators is reshaping how current affairs are communicated across the continent. Recent trends indicate that young audiences are increasingly turning to social media platforms for news, favouring relatable and accessible formats over traditional journalism. This transformation is exemplified by figures like Amahle-Imvelo Jaxa in South Africa, Valerie Keter in Kenya, and Bello “Dan Bello” Galadanchi in Nigeria, who are successfully engaging their peers through innovative storytelling techniques.
South Africa: Bridging the Generational Gap
Amahle-Imvelo Jaxa, a 32-year-old former entrepreneur, has made a name for herself by translating complex political issues into engaging TikTok videos. Her breakthrough moment came when she addressed a diplomatic spat between the South African and Rwandan presidents, outlining the potential roles of various South African ethnic groups in a hypothetical conflict. This engaging content resonated widely, leading to an impressive surge of 100,000 followers within just three days.
Jaxa’s motivation stems from a concern for the younger generation’s disinterest in civic engagement. “I realised the generation coming after me was very disinterested,” she explained. With degrees in philosophy, politics, and economics, she views herself as a conduit for traditional news rather than a replacement for established media. Recent topics she has tackled include the budget speech by South Africa’s president and the ongoing war in Iran. Despite her current focus on brand partnerships on Instagram, Jaxa remains committed to making current events accessible to a younger audience.
The shift to online news consumption has raised concerns among media analysts, including Sisanda Nkoala from the University of the Western Cape. Nkoala notes that traditional media used to serve as a communal gathering point in South Africa, but this has changed dramatically with the rise of digital platforms. She warns that this transition may exacerbate the existing digital divide, particularly in rural areas where internet access remains limited.
Kenya: The Democratization of History
In Kenya, Valerie Keter’s journey into news creation began unexpectedly after she posted a reaction video to the acclaimed historical series *Shaka iLembe*. Captivated by its quality and narrative, Keter’s video sparked substantial interest, prompting her to delve deeper into Africa’s rich history. Today, her content focuses on untold stories from across the continent, and her TikTok and Instagram accounts have garnered millions of views.
Keter’s appeal lies in her relatability; she presents her content from the comforts of her home, making it feel personal and engaging. “When they watch us, it’s like they’re watching their cousin, their sister,” she remarked, highlighting the informal yet impactful nature of her videos. With a significant portion of Kenya’s population under 35 and high social media engagement, Keter capitalises on these dynamics to reach audiences who might otherwise overlook traditional media.
Norbert Mburu, head of culture and media research at Odipo Dev, emphasises the significance of this evolution. Social media has lowered barriers to entry in the news space, allowing creators like Keter to compete alongside established media outlets. This newfound flexibility empowers them to navigate regulatory landscapes more easily than traditional journalists, enabling a fresher perspective on current events.
Nigeria: The Voice of the People
Bello “Dan Bello” Galadanchi’s foray into media was sparked by a tragic event: a Boko Haram attack that deeply affected him as a student in Pennsylvania. His passion for news and accountability led him back to Nigeria, where he has since become a prominent figure on TikTok, amassing over two million followers. Galadanchi’s content combines critical analysis of political issues with advocacy, aiming to hold government officials accountable while providing a voice for the voiceless.
Operating as an informal news network, Galadanchi collaborates with a team that includes academics and volunteers to verify news before dissemination. His efforts have led to tangible outcomes, such as advocating for the release of unjustly detained individuals and pushing for overdue salary payments for government employees. Despite facing accusations of political bias, Galadanchi remains steadfast in his commitment to transparency and integrity in reporting.
David Adeleke, CEO of the Lagos-based firm Communiqué, points out that the recent shift in media consumption habits reflects a broader trend of distrust towards traditional outlets. The #EndSars protests in 2020 highlighted this disconnect, as many young Nigerians turned to social media for authentic narratives and representation. This demand for real-time, relatable content has propelled the rise of news creators who are redefining the contours of information dissemination.
Why it Matters
The emergence of these content creators signifies a profound shift in how news is produced and consumed in Africa. As traditional media grapples with declining viewership, these new voices are capturing the attention of younger generations, proving that relatability and accessibility can effectively engage audiences in critical discourse. This trend not only democratizes information but also challenges established media to adapt or risk irrelevance. As the continent continues to evolve, the ability of these creators to influence public opinion and foster civic engagement will be crucial for the future of journalism in Africa.
