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In a significant shift away from traditional media, young African content creators are reshaping the news landscape across South Africa, Kenya, and Nigeria. Leveraging social media platforms, these innovators are engaging audiences who increasingly prefer digital content over conventional news outlets. This trend is not merely a reflection of changing consumption habits; it signifies a broader transformation in how news is produced and perceived across the continent.
The Changing Face of News Consumption
Amahle-Imvelo Jaxa, a 32-year-old South African, exemplifies this new wave of news creators. Her viral TikTok video discussing the tensions between South Africa and Rwanda garnered over 100,000 followers in just three days, allowing her to transition from a restaurant entrepreneur to a dedicated content creator focused on current affairs. Jaxa, who holds degrees in philosophy, politics, economics, and international relations, believes her role is to bridge the gap between traditional media and younger generations who often feel disconnected from mainstream news.
“The generation coming after me was very disinterested,” she remarked, referring to her younger brother’s reluctance to vote. “That was very concerning for me, because they are the next leaders.” Jaxa views herself not as a replacement for established media but as a translator of complex issues, ensuring that vital information reaches those who seek it online.
The Digital Divide and Its Implications
Despite the enthusiasm surrounding this shift, experts caution that the transition to digital news could exacerbate South Africa’s existing digital divide. Sisanda Nkoala, an associate professor at the University of the Western Cape, noted that the communal experience of consuming news—once a staple of family life through radio and television—has diminished as audiences migrate online. According to the 2022 census, 21% of South African households lack internet access, predominantly in rural areas, raising concerns about equitable access to information.
Kenya’s Rise of Historical Narratives
In Kenya, Valerie Keter’s journey into news creation began serendipitously in 2023 with a TikTok video reacting to the historical drama series “Shaka iLembe.” Captivated by its production quality and cultural significance, Keter began producing content that delves into Africa’s rich historical narratives. Her videos, which aim to educate and engage, resonate with a demographic that increasingly turns to social media for news.
Keter’s content has amassed millions of views, with her most popular video addressing the European colonisation of Africa achieving 3.7 million views on Instagram. “When they watch us, it’s like they’re watching their cousin, their sister,” she explained, highlighting the relatability that sets her apart from traditional media outlets.
Nigeria’s Informal News Networks
Bello “Dan Bello” Galadanchi, a prominent figure in Nigeria’s news creation scene, transformed his passion for news into a powerful platform for social commentary and advocacy. His journey began following a traumatic event in 2011, and since then, he has garnered over 2 million followers on TikTok. His videos, which blend satire with critical analysis, address pressing political issues and have even led to significant social change, including the release of unjustly detained individuals and the resolution of salary issues for public employees.
Operating as an informal news network, Galadanchi collaborates with a team of volunteers to ensure the accuracy of the information he disseminates. He dismisses claims that his work is politically biased, asserting that his commitment is to the truth and the well-being of his community.
The Impact of New Media Platforms
The shift towards platforms that combine news with social commentary and humour reflects a fundamental change in how audiences engage with information. David Adeleke, CEO of the Lagos-based media firm Communiqué, notes that younger generations are increasingly drawn to storytelling methods that resonate with their lived experiences. The #EndSars protests in October 2020 marked a pivotal moment, showcasing how new media could amplify voices that felt sidelined by traditional outlets.
Why it Matters
The emergence of these new content creators signifies a critical evolution in Africa’s media landscape. As traditional news sources struggle to connect with younger audiences, these innovators are filling a vital gap, fostering engagement and encouraging informed discourse. However, as they navigate the complex terrain of digital media, the challenge remains to ensure that all communities, particularly those in rural areas, can access this new wave of information. The implications of this shift extend beyond mere consumption; they highlight the importance of inclusivity and representation in the evolving narrative of African news.
