A couple of weeks ago, while I was in Arusha for the Tanzania Government Communication Officers annual meeting, I received a call from Melba, who works at Jamii Forums.
Her call wasn’t unexpected because we occasionally chat about candles, books, or work.
In our conversation, she informed me about an upcoming event planned for Women’s Day on the 9th of March. The event aimed at bringing together content creators in Tanzania, and she invited me to participate.
They also wanted me to moderate a panel session with content creators. I immediately accepted the invitation because I’m passionate about this topic. My work revolves around digital communications, including strategies, advocacy, and content creation.
I enjoy being creative and creating content, but I sometimes struggle with sharing it online, particularly personal video content. This struggle often stems from the stereotypes surrounding content creation in Tanzania. Attending this event and moderating a session with female creators provided an excellent opportunity to learn from others’ experiences in the field.
The session’s topic was “Challenging Gender Stereotypes: Discussion on Common Stereotypes in Media and Content Creation and sharing personal experiences and Strategies for challenging stereotypes and promoting gender equality.”
I met many great content creators who are out there defying the norms and challenging the stereotypes around the sector. I was happy to see such progress. I sincerely feel that we are heading in the right direction.
The panellists included:
- Ritha Johansen creates content on family, food, fitness, and fashion.
- Zainab Abdallah works in the technology industry and creates content on lifestyle and travel.
- Monalisa Rwechungura, known as JikobyMonalisa on Instagram, is a food content creator.
- Nadia Ahmed, a psychologist and mental health and wellness consultant, is also co-host of one of Tanzania’s most listened-to podcasts on men’s mental health: “Men, Men, the podcast.”
The panel discussion
During the panel discussion, one recurring theme was the misconception that women who create content seek attention from men. There’s often a comment along the lines of “Where is your man?” implying that if a woman is busy creating and sharing content online, she must be single.
“People think that women who create online content do so to get attention or maybe they just want to show off what they have,” shared Ritha when reflecting on her experience.
How can we expect more women online if their presence is perceived for reasons other than genuine participation? How can we bridge the digital gender gap without a safe space for women to engage?
According to the 2019 Mobile Gender Gap Report by the Global System for Mobile Communications Association (GSMA), only 17% of women in Tanzania have mobile internet access compared to 35% of men.
Fear also prevents many women from engaging online. They fear judgment for sharing certain content or opinions.
“Many women who create online content are held back by the fear of publishing content about who we are and what we do. This fear is fueled by witnessing how other women are being attacked by society for sharing certain aspects of their lives,” Zainab shared her perspective.
“Getting into online content creation for a woman is challenging, especially because there are many obstacles to being a woman. We need to do things differently based on the changes we want to see, and by doing so, we’ll influence many others to follow suit,” added Monalisa.
These stereotypes contribute to increased mental health issues. Negative comments about one’s content can feel like a personal attack.
“We already face many challenges as women, and it’s time we stopped carrying this burden because, after a while, it takes a toll on one’s mental health since many don’t speak up about what they’re going through,” said Nadia.
She continued, “If you’re creating online content, inform the community about everything you’re going through to encourage others to speak up more so we can heal.”
The world has significantly changed how we consume information and choose our role models. Content creators and digital influencers now shape narratives and societal perceptions.
According to Market Us, the global digital content creation market size is expected to reach around US$ 181.4 billion by 2032 from US$ 19.5 billion in 2022.
It presents a tremendous opportunity for young people and women. However, more needs to be done for Tanzanians to benefit from this economy. We must ensure that people can create and share content freely and safely.
This conversation highlighted the importance of challenging stereotypes to encourage more women to engage online. It’s about amplifying their voices while empowering them to speak up for themselves and others, creating alternative sources of income beyond traditional employment.
As a society, we need to work together to challenge these stereotypes. Whether you are a content creator or are simply a consumer, can we speak up to challenge these stereotypes? Whether they are happening to women or men. We need to be part of the solution of creating inclusive online safe spaces where everyone is valued and respected for simply being humans.
Until next time,
Jane 🙂
1 thought on “Empowering Female Online Content Creators in Tanzania”
lovely piece, well done Jane