‘Watching us is like watching a cousin’: the online creators reshaping Africa’s news ecosphere
Summary
Many young people in African countries like South Africa, Kenya, and Nigeria are watching news from social media creators instead of traditional outlets like TV or newspapers. These creators explain current events and history in ways that are easier for younger audiences to understand and relate to. This trend shows how news habits are changing across Africa.Key Facts
- Amahle-Imvelo Jaxa’s TikTok video about South African peacekeepers went viral, gaining 100,000 followers in three days.
- Jaxa uses traditional news sources to create content aimed at helping younger people understand complex news.
- Social media users in Nigeria (61%), Kenya (58%), and South Africa (39%) pay more attention to news creators than people in many Northern European countries and Japan.
- Many young Africans prefer getting news through social media rather than traditional media.
- The shift to online news in South Africa is creating a digital divide, as 21% of households lack internet access, mostly in rural areas.
- Kenyan creator Valerie Keter gained popularity by making videos about African history after her reaction to a historical TV show.
- News creators in Africa often combine education with storytelling to keep younger audiences engaged.
- Brand partnerships on platforms like Instagram help some creators earn money from their content.
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