The Shift in African Storytelling

As part of the Social Media Week 2015, the NYU Kimmel Center hosted a panel discussion on the topic “The Seismic Shift in African Storytelling in 140 Characters or less”. An opportunity to discuss issues, benefits and challenges pertaining to the explosion of social media on the African continent.  
In a friendly atmosphere, a panel of five African social media activists was invited to discuss the matter with a dozen of media and communications professionals with a solid knowledge of communication issues on the continent. It is for this reason that I was invited.

Significant disparities in the sub-Saharan region

In less than a decade, Africa -especially the sub-Saharan region- has gone from being largely unconnected to the internet to having millions of people using it. The entire panel agreed on the conclusion that this key change has created two kinds of Sub-Saharan Africans in terms of media and communications: the haves and the have-nots. Until recently, access to the Internet was an almost entirely an urban phenomenon, although a small number of rural people now have access. According to Mary Olushoga, Founder of AWP Network even in a more developed country like South Africa, only 24% of Internet users are in rural areas. Furthermore, TMS Ruge, Founder and CEO of Rain Tree Farms said the speed of Internet connection has accelerated faster in urban areas than in rural areas.

The fever of social media is seizing Africa

Despite these obvious disparities, Internet coupled with the arrival of smartphones has led to the boom of practices related to social media. In his speech, TMS Ruge pointed out two major trends: one is the upward trend of citizen information, human rights and economic and social development initiatives which are developing in all directions; the other one with commercial purpose which has quickly started to attract capital.

To illustrate the crucial role of social media in Africa today Mohammed Ademo, Editor at Al Jazeera recalled the case of Noël Tadegnon who in August 2010, filmed in the streets of Lomé (Togo) an altercation between a journalist and a french military officer trying to grab his camera. The video went around the world via YouTube and was widely reproduced and commented in the international press. Finally, the officer was sanctioned by his superiors who also apologized to the assaulted journalist.

Due to the restrictions on freedom of the press the need of social media becomes even more flagrant in Africa than elsewhere as an alternative to traditional media. "The Internet is used to ring the response to the dominant discourse conveyed by the mainstream media. The mobilization through the Internet is done at all levels of the society, "says TMS Ruge.

Is there a future for advertising in Africa?

I raised the question and it sparked an interesting discussion. While social networks in Africa are still in its infancy, some participants see it as a fertile ground for advertising. I recalled a report by the World Bank that indicates that each month, 100 million Africans are connecting on Facebook, 80% from their Smartphone. This craze of African for social networks, it’s an opportunity for advertisers. It is true that the continent is still not the favorite destination for advertising campaigns with the exception of South Africa and the Maghreb but that leaves many avenues untapped.

Jacques Epangue