Are podcasters, content creators, and influencers really journalists, or has the word 'journalist' been stretched so thin that it now covers anyone holding a microphone and an opinion? If there is a difference, where does it sit? Is it in method, mission, accountability, or something else? And in a media landscape built on noise, how do we separate a journalist from someone who produces content for clicks, followers or sponsors

Harare, Zimbabwe – The advancement and improved access to technology in Africa has given rise to the generation and sharing of various forms of content, both positive and sometimes negative. Today, anyone armed with a gadget can claim exclusive rights and classification as a content creator.

At the same time, almost anyone, anywhere, at the push of a button, can easily access and broadcast information, without considering the viral and negative implications. Africa is also being impacted; however, ethics and other professional conduct are sometimes underestimated. 

This gives rise to pertinent questions: Are podcasters, content creators, storytellers and influencers journalists? To the unsuspicious millions of African digital content consumers, how can they identify a journalistic item from a content creator, or influencer, for example?

For Africa, what does this really mean for the future of information dispensation, particularly to millions of news and information consumers? If this is not addressed, as witnessed elsewhere, the broader absence of rules, regulations and professionalism and the resultant content can cause more harm.  

Chasing Clicks and Likes 

The basis of the ongoing debate, according to Tafadzwa Muranganwa, a seasoned Zimbabwean freelance journalist, is that, except for a few trained ones, the majority of content producers and influencers lack professional training, and they primarily provide entertainment, gossip and scandal news merely for clicks, traffic and revenue, with little or no verification at all, without following any ethical guidelines or regulatory bodies. 

“Many of the content producers are not trained and are not under any professional body; they are not obliged to follow journalistic or professional standards,” said Muranganwa. “Because they are not trained, very few of them produce content that is balanced, and they sometimes sensationalise their content to garner traffic.”

Muranganwa, who is guided by journalism ethics, confides that podcasters, content creators and influencers cannot be classified as news platforms that convey serious bread-and-butter issues but mainly exist as entertainment, gossip and scandal platforms because the majority are not formally trained. He, however, singled out some content creators who have received formal training as journalists or passed through film school, who are some of the notable exceptions that bring credibility to content creators.

Dereck Nziyakwi, aka "DRC", a Zimbabwean content creator, says, “While the core product of a journalist is verified facts, for content creation, it is personal perspective and engagement.” In his profession, he says he “provides information within my niche, for instance, the latest trends in sustainable fashion or honest reviews of new tech gadgets for creatives. My commentary is deeply personal; it's my experience and opinion that my audience connects with.”

To remain relevant in his trade, unlike his other peers, Dereck prioritises authenticity and transparency over objectivity. “In my work, I always share my personal take. I do fact-checking for all my informational videos because my credibility is my currency, and my primary ethical duty is to be genuine with my audience, not impartial.”

Fairness and Accountability

Nziyakwi, whose political and social commentary content has ignited national discourse, maintains that he is 100 per cent accountable to his audience, such that whenever he messes up, his viewers immediately call him to order through their comments. His channel, he says, is his business, so any inaccuracy always hurts his brand, so he works hard to protect it.

Abdou Aziz Sowe, a Gambian content creator who mainly creates content that informs and educates the public on civic issues, governance, and social change, is not a journalist by training but applies some of its values in his work.

“I use storytelling and visual communication to make complex issues more relatable and accessible to ordinary citizens,” said Sowe. “While I am not a journalist by formal training, I often apply basic journalistic principles such as verifying facts and striving for fairness, especially when producing advocacy or educational content.”

For Sowe, similar to Nziyakwi, there is, however, room for creative expression and airing personal opinion, which sometimes differs from strict journalistic objectivity. He, however, maintains personal accountability for his work, ensuring that his content remains credible and socially responsible.

In an attempt to breach such excesses and maintain objectivity and professionalism, content creators’ organisations are becoming more relevant. “We have some organisations that have been created to ensure professionalism among these groups, like the Zimbabwe Online Content Creators (ZOCC),” Muranganwa said, adding that some content creators and influencers are now active members of the organisation.

Safeguarding Professionalism and Integrity

Besides ZOCC, an association for ethical, professional and credible creators in Zimbabwe, Kenya has the Digital Content Creators Association of Kenya (DCCAK), which says it is the first legally recognised and nationally mandated professional body for digital content creators in Kenya. These bodies are created to champion the cause of content creators and safeguard the professional integrity of the digital economy.

On its website, DCCAK says it “is the first legally registered association of its kind in Africa, giving us the legitimacy to advocate for creators’ rights and engage policymakers on matters affecting the digital economy,” it says. “We go beyond visibility and virality. Our focus is on building systems of legal protection, structured monetisation, formal education, and ethical standards that transform content creation into a respected profession.”

As technology access surges in Africa, according to Digital Reality, “Africa's digital economy grew from 1.1% of GDP in 2012 to 4.5% in 2020 and is expected to reach 5.2% by 2025 and 8.5% by 2050. This growth is due to better internet access, vibrant startups, more tech talent, and improved policies.”

Despite these positive forecasted growth predictions, there is a need to stay rooted in professional, ethical conduct. One way to build trust and confidence of followers, both Nziyakwi and Sowe incorporate self-correction in their works. “If I get something factually wrong, I will pin a correction in the comments or, for a major error, create a follow-up story or even a short correction video,” said Nziyakwi. “Addressing any wrong head-on builds more trust rather than ignoring it.”