The New Colonialism Holding Africa’s Youth Hostage
It’s 7 AM in a small town in Zimbabwe. Tendai, a young man full of dreams and potential, starts his day not with purpose but with a swipe and a scroll through his social media feeds. As the sun rises, he drifts deeper into the digital abyss, losing himself in a world designed to capture his attention but give nothing of real value in return. By noon, Tendai has watched hours of videos, liked countless posts, and shared fleeting thoughts — but he’s accomplished nothing of substance.
Tendai’s story is not an isolated one; it’s a microcosm of a larger, growing crisis across Africa. It is the new reality for many of Africa’s youth. In a continent where nearly 60% of the population is under the age of 25, the promise of the future lies in the hands of the young. Yet, with unemployment rates soaring, countless young Africans like Tendai are turning to social media as a way to fill the void. This digital refuge, however, comes at a steep cost — a cost not just to their own futures but to the future of the continent.
Aristotle once said, “We are what we repeatedly do.” But what happens when what we repeatedly do is squander our time on distractions that offer no real value? Social media has become the thief of time for Africa’s youth, robbing them of the opportunity to learn, grow, and build. This article examines the ethical implications of this ‘time theft’, exploring how social media is undermining Africa’s potential and what can be done to redirect this lost time toward meaningful, productive endeavors.
Escapism and Lost Potential
In the face of widespread unemployment and economic struggle, social media has become a sanctuary for many African youths — a digital refuge where they can temporarily forget the challenges of daily life. The allure of social media is undeniable: it offers endless streams of entertainment, the illusion of connection, and a platform for self-expression that is otherwise hard to find in a world of limited opportunities. For a generation facing the stark reality of joblessness and worsening socioeconomic conditions and an older generation that refuses to retire and empower them to take over, social media provides a much-needed escape from the pressures and disappointments of the real world.
Unfortunately, as with all things in life, every choice we make has an opportunity cost; and the price of this escapism is steep and costing Africa its future. Time spent scrolling through feeds, watching videos, and engaging in online banter is time that could be invested in building skills, starting businesses, or engaging in civic activities. Instead of channeling their energy into activities that could lead to personal and economic growth, many young Africans are entrapped in a cycle of passivity. They become consumers of content that offers little long-term value, trading real-world potential for momentary pleasure.
This is the tragedy of lost potential. Africa’s youth, with all their creativity, energy, and ambition, are spending countless hours in the virtual world while the real world — where their talents could make a tangible difference — remains neglected. The opportunity cost is immense. And don’t get me wrong, this isn’t a manifesto against embracing tech and being online, I believe one can still be productive online, learning, productively engaging with peers, coding solutions, etc. My particular issue is with social media. Every moment spent on social media is a moment lost to education, innovation, and community building. The continent’s brightest minds are at risk of becoming passive observers in their own lives, as the lure of social media distracts them from the work that needs to be done to build a better future.
Economic Distraction
The role of social media as a distraction is significant in the African context, where the continent is home to one of the youngest populations globally, with over 400 million individuals aged 15–35. With a large population of young and vibrant people, you would expect Africa to be a productive powerhouse, yet the pervasive influence of social media is diverting this potential, leading to a culture of consumption rather than creation.
The numbers tell a stark story. For instance, in South Africa, the average social media user spends 3 hours and 41 minutes daily on platforms like TikTok, Facebook, and Instagram. This amounts to nearly 1,350 hours a year — time that could otherwise be spent developing new skills, engaging in entrepreneurship, or contributing to community development (Meltwater).
Compounding this issue is the way network providers often offer heavily subsidized (cheaper) data bundles specifically for social media usage, making it far more affordable for young Africans to browse these platforms compared to accessing educational or productivity-focused websites. This creates a perverse incentive structure, where the path of least resistance leads young people deeper into the social media rabbit hole rather than towards more constructive online activities.
Imagine if even a fraction of this time was redirected toward productive activities. The potential for growth is enormous. For instance, Rwanda has focused on digital skills training for its youth through its Digital Acceleration Project, resulting in a growing tech ecosystem that is starting to attract international attention. Young Rwandans are being encouraged to create apps, start businesses, and contribute to their economy, rather than just passively consuming content online. This kind of proactive approach to youth engagement could be a model for other African nations.
But for this shift to happen, there needs to be a collective realization that social media, while offering a sense of community and connection, is often a superficial substitute for real-world engagement. If Africa’s youth can break free from the distractions of social media, the continent could harness its potential to drive innovation, development, and lasting change.
Dependency and Exploitation
Africa’s relationship with social media is marked not only by consumption but also by a troubling dependency on platforms that do little to invest in the continent’s future. This digital dependency has echoes of the colonial era, where foreign powers extracted resources and wealth from Africa while offering little in return. Today, the exploitation may be more subtle, but the impact is no less damaging.
Despite being home to millions of active users, many African countries are excluded from monetization programs on platforms like TikTok and Instagram. For instance, while content creators in the United States or Europe can earn substantial income from their posts, creators in Africa often do not have the same opportunities, even though they generate significant traffic and engagement.
Take Nigeria, for example. The country has one of the largest user bases for Instagram in Africa, yet Nigerian creators are often excluded from monetization programs that reward content production. This means that while their content drives ad revenue for these platforms, the financial benefits do not flow back to the creators or the local economy. In fact, the vast amounts of data generated by African users are collected, analyzed, and sold to advertisers, contributing to the bottom lines of companies headquartered far from Africa’s shores.
This exploitation extends beyond individual creators to the broader economy. African countries are largely consumer markets for these global tech giants, but the economic benefits are rarely reinvested locally. Facebook’s global revenue from advertising was approximately $152 billion in 2023, with Africa contributing a significant portion of user engagement. However, the revenue generated from African users largely flows out of the continent, and very little of this is reinvested into local infrastructure or digital literacy programs that could empower African youth to become creators rather than mere consumers.
This dependency on foreign-owned platforms not only stifles local innovation but also perpetuates a cycle of exploitation. African users are drawn into a system where their attention and data are commodified while the profits flow elsewhere. This is a significant lost opportunity for Africa. Imagine if these profits were reinvested in local tech ecosystems, providing the resources needed to build platforms that serve the unique needs of African users and contribute to the continent’s economic growth.
AI and Controlled Narratives
In the digital age, AI is increasingly being used to control narratives and spread misinformation, particularly among Africa’s youth. Generative AI — a technology that allows machines to create content such as text, images, or even videos — can produce highly realistic yet completely fabricated media. This can be used to create massive amounts of content tailored to specific audiences — posing a significant risk. For instance, AI can produce personalized content that resonates deeply with individuals’ beliefs or fears, making it more likely to be accepted as truth. This kind of content, often amplified by social media algorithms that prioritize engagement, can shape public opinion, distort reality, and ultimately influence how young people perceive the world.
For young people who may not have the tools to verify the authenticity of such content, these deepfakes can lead to misguided beliefs, reinforcing biases, and even inciting conflict. This personalized approach not only keeps users hooked but also creates echo chambers where they are exposed only to information that confirms their existing views.
Moreover, AI-driven platforms like social media are designed to keep users engaged by feeding them content that aligns with their interests and emotions. For Africa’s youth, this means spending more time online consuming tailored content that distracts them from productive activities, further entrenching them in a cycle of misinformation and unproductivity. Without intervention, this trend could significantly hinder the development of a well-informed and critically thinking generation.
A Call for Productive Alternatives
Building Local Platforms
There is a pressing need for social media platforms that are designed with the unique needs of African users in mind. While global platforms like Facebook, Instagram, and TikTok dominate, they often prioritize Western perspectives and may not address the specific challenges and opportunities in Africa. The current controversy in the United States around banning TikTok due to national security concerns should serve as a reminder of the importance of having locally controlled platforms that prioritize user safety and align with regional values.
Developing local platforms can promote education, skill development, and entrepreneurship rather than merely serving as channels for entertainment. These platforms could be tailored to support African languages, cultural contexts, and economic realities, fostering a more inclusive and productive digital environment. Crucially, local platforms could also better monetize and support African creators, entertainers, and small businesses, ensuring that the economic benefits flow back to the continent rather than being extracted by foreign tech giants.
Promoting Digital Literacy
Africa faces a significant digital literacy gap, one that threatens to undermine the benefits of increasing internet access across the continent. While millions of Africans are now online, many lack the critical skills needed to navigate the digital world effectively. Digital literacy goes beyond basic computer skills; it involves understanding how to use technology responsibly, evaluate information critically, and recognize the impact that online activities can have on one’s life and community.
For Africa to truly benefit from the digital revolution, there needs to be a concerted effort to promote digital literacy. This means not only providing access to the internet but also ensuring that users — especially young people — are equipped with the knowledge to use it productively. Educational programs should focus on teaching the risks of social media addiction, the importance of privacy, and how to distinguish between credible information and misinformation. By empowering users with these skills, we can help them make informed decisions and avoid the pitfalls of the digital world.
Civic Engagement and Social Media
Despite the challenges posed by social media, it can also be a powerful tool for civic engagement and social change when used purposefully. Across Africa, there have been numerous examples of social media being used to mobilize communities, raise awareness about critical issues, and drive social change.
For instance, the #EndSARS movement in Nigeria, which began as a call to end police brutality, gained momentum through social media, leading to widespread protests and international attention. This movement demonstrated how social media can transcend its role as a source of entertainment, becoming a catalyst for civic engagement and empowerment. We saw this most recently in Kenya with #RejectFinanceBill2024, which called for citizens to mobilize against tax hikes proposed by the Govt. Similarly, in South Africa, the #FeesMustFall movement on Twitter was used to organize social justice campaigns that called for the reduction of university tuition fees.
By highlighting and promoting positive uses of social media, we can shift the narrative from one of distraction and dependency to one of empowerment and purposeful action. The key lies in using these platforms not just for passive consumption but as tools to connect, educate, and mobilize communities for positive change.
Policy Interventions
To mitigate the negative impact of social media and promote national development, African policymakers must take decisive action through targeted regulations and support for local initiatives.
- Data Privacy and Protection
African countries need to enforce robust data privacy laws to safeguard citizens’ personal information from exploitation by global tech giants. Countries like South Africa have made strides with the Protection of Personal Information Act (POPIA), but more widespread adoption and enforcement are essential. Strong data protection not only shields individuals but also builds public trust in digital platforms.
- Supporting Local Tech Ecosystems
Policymakers should incentivize the growth of local tech ecosystems by offering tax breaks, grants, and funding for tech startups and innovation hubs. Supporting local entrepreneurs in building platforms that address Africa’s specific needs can reduce dependency on foreign technologies and contribute directly to economic growth. Initiatives like Kenya’s Konza Technopolis and Rwanda’s Kigali Innovation City are great examples of ambitious projects aimed at fostering a thriving tech ecosystem in the region, providing infrastructure, investment, and mentorship to local startups.
Conclusion: A Path Forward for Africa
Africa’s youth are the continent’s greatest untapped resource — a wellspring of creativity, ambition, and transformative potential. But today, that potential is being hijacked as social media lures them into a digital rabbit hole of passive consumption and fleeting distractions. The challenge is significant, but so are the opportunities.
To reclaim their narrative, Africa’s youth must shift from passive consumers to active creators and innovators. Instead of focusing only on social media, let’s train the youth to use the internet as a productive platform — a platform where young Africans can connect, learn, and build a better future. By promoting digital literacy, building local platforms, and leveraging social media for civic engagement, we can harness the energy of Africa’s youth to tackle the continent’s most pressing challenges.
The path forward requires a collective effort — from individuals making conscious choices to policymakers enacting supportive regulations. With the right tools, knowledge, and opportunities, Africa’s youth can unlock their full potential, transforming the continent into a beacon of innovation, development, and progress in the digital age. The future is bright if we choose to act now, embracing a vision of Africa where the youth are free to build, create, and lead.
