The recent xenophobic protests in Durban and Soweto have brought attention to the role of social media influencers in shaping public narratives. Videos of Wandile Nsibande, a key figure in the protests, intimidating and harassing people perceived to be foreign nationals have circulated widely on social media. These clips, readily accessible on the Durban Network Facebook page, have become a focal point for investigations by the South African Police Service. The Durban Network page, with over one million followers, has provided extensive coverage of the unrest, including footage of Nsibande confronting foreign nationals.
The Durban Network is one of several social media platforms that have expanded significantly in recent times, providing unfiltered coverage of the protests. Other platforms, such as Vezi Production, which has accumulated roughly two million followers since launching in 2022, have also broadcast continuous coverage of the unrest. These platforms have become primary news sources for many citizens, operating outside the oversight of independent regulatory bodies like the Press Council or the Broadcasting Complaints Commission. Their influence has grown rapidly, with some pages originally established to promote maskandi music in KwaZulu-Natal evolving to cover immigration debates.
The growth of these social media platforms has been linked to influential figures, including former Ukhozi FM presenter Ngizwe Mchunu. The King Zoso page, which gained prominence through interviews with Mchunu, now boasts 1.8 million followers. The page's growth is directly tied to Mchunu's promotion of anti-immigrant marches. These channels have filled the vacuum created by the retreat of mainstream journalism, which failed to adapt to shifting news consumption habits. As a result, influencers have seized the opportunity and now dominate the public narrative on social media.
The dominance of social media influencers has significant implications for the spread of information. During the recent Constitutional Court judgment on asylum seekers, disinformation spread rapidly, with claims that asylum seekers would vote in the upcoming elections and that home affairs was prioritising foreign nationals over citizens. The department of home affairs later moved to counter the falsehoods, but public outrage had already swept the country. The unchecked spread of false narratives poses a grave danger to democracy and erodes trust between citizens and the state.
The decline of traditional media and the rise of social media influencers can be attributed to various factors, including the state's drastic cut in advertising spend on independent journalism. Corporate brands have also redirected marketing budgets toward social media influencers, further exacerbating the issue. As newsrooms shrink and major publications close, the public is left consuming unverified information. Many business leaders have expressed concern over this decline, but few have taken concrete actions to address the issue.
The consequences of a dying media industry are far-reaching, with significant implications for democracy and governance. The lack of oversight and regulation on social media platforms has created an environment in which disinformation can thrive. The government, private sector, and traditional media all share responsibility for this decline. To mitigate the effects, it is essential to find a solution that promotes the growth of independent journalism and regulates social media platforms.
The situation highlights the need for a comprehensive approach to address the challenges facing the media industry. This includes finding ways to support independent journalism, regulating social media platforms, and promoting media literacy among citizens. Ultimately, a free and independent press is essential for a healthy democracy, and it is crucial that stakeholders work together to find a solution to the current challenges.
Key points
- The rise of social media influencers has filled the vacuum created by the retreat of mainstream journalism in South Africa.
- The decline of traditional media has led to the spread of disinformation and erosion of trust between citizens and the state.
- The government, private sector, and traditional media share responsibility for the decline of the media industry.
