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84% of surveyed Africans rely on social media as their primary news source

84% of surveyed Africans rely on social media as their primary news source
Lisakanya Venna
By Lisakanya Venna
9 Aug 2024
Facebook
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Africa’s alarming reliance on social media for news has created a perfect storm for disinformation. With 84% of survey respondents saying they depend on social media as their primary news source, mostly on Facebook (80%), the continent is becoming increasingly vulnerable to fake news. 

A recent survey by IT security company KnowBe4 has shed light on the alarming dependence of Africans on social media for news consumption, leaving them vulnerable to disinformation. Experts are stressing the need for media literacy to combat the spread of misinformation.

Fake news


In South Africa, the widespread dissemination of misinformation is making it increasingly challenging to distinguish between real and fake information, particularly during significant events like elections.

This concern was highlighted by Nomshado Lubisi-Nkosinkulu, communications manager at Media Monitoring Africa, during a webinar hosted by the Government Communication and Information System (GCIS) on the recent elections. She noted that the “explosion of information” makes it difficult to discern accurate information, highlighting the need for vigilance and media literacy to combat the spread of fake news.

Read more: Thought Daily Maverick’s shutdown was a PR stunt? This is the real state of the news media

Sanef’s response


Reggy Moalusi, executive director at the South Africa National Editors’ Forum (Sanef) emphasised the need to address misinformation and disinformation, saying ‘‘misinformation and disinformation continues to be a big problem, particularly on social media. We have seen a consistent rise of these scourges, that purposefully mislead and are used to achieve mischievous agendas.”

‘‘Sanef, and other partner organisations, will continue to condemn them. We realise there is a lot of work ahead in addressing this, not only in South Africa but by news media across the world. We see the continued proliferation as a danger to our democracy, which is being undermined by those driving these scourges,” Moalusi said.

In today’s digital age, influencers wield immense power in shaping brand reputation, with millions of followers hanging on their every word. However, the rise of deep fakes, disinformation and manipulation poses a significant threat to a brand’s most valuable asset – its reputation.

Even seemingly innocuous WhatsApp is not immune. South African case law provides that both the author of a post and an administrator of a group bears responsibility in the chain of publication. Which should give WhatsApp group admins pause for thought, as they could face penalties as high as R500,000. 

Effects of fake news


Contrary to expectations, the latest industry survey reveals a surprising stability in the social media landscape for South Africa. However, a notable exception that stands out is the decline of X. 

X’s user base among brands has plummeted from 90% in 2018 to 51% in 2024, a trend that’s been building over four years.

Arthur Goldstuck, founder of World Wide Worx, attributes this shift to social media networks’ prioritising traffic over truth. “Networks have become less and less interested in press read and more incompetent in protecting the integrity of information, especially on Twitter/X,” he said. 

‘‘My message to the public is to never trust news that debuts on social media until it’s validated by a trusted news site.’’ 

Goldstuck’s comments highlight the growing concern over misinformation on platforms such as X, where the integrity of information is increasingly compromised.

Spreading of misinformation 


Anna Collard, senior vice-president of content strategy and evangelist at KnowBe4 Africa, says the organisation’s survey covered five African countries – Botswana, Kenya, Mauritius, Nigeria and South Africa – and showed that 80% of respondents are aware that most fake news is encountered on social media. But 82% still felt confident in their ability to distinguish between real and fake news, despite a low level of formal education. However, experts warn that this confidence may be misplaced, as disinformation campaigns in Africa have quadrupled since 2022, often backed by foreign states.

The survey highlights a significant gap in education and awareness, with 58% of respondents reporting having received no training on the topic, underscoring the need for more education and awareness to mitigate the risk of misinformation and disinformation. 

A concerning 32% admitted to ignoring fake news altogether.

Read more: Digital illiteracy: Some of the psychological motives behind the spreading of harmful fake news

The findings highlight the need for increased education, awareness and critical thinking to combat disinformation. 

According to experts like Anna Collard and Oresti Patricios, chief executive of media monitoring group Ornico, a multi-faceted strategy is required, encompassing user awareness, government action and social media platform vigilance. As the digital landscape continues to evolve, it is crucial that Africans develop the skills to navigate the online information ecosystem effectively and make informed decisions. DM

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