GEN Z & SOCIAL MEDIA: RESHAPING GOVERNANCE AND ACCOUNTABILITY IN AFRICA

Africa has witnessed a significant shift in its pursuit of accountability, largely driven by the influence of Generation Z (Gen Z) and the proliferation of social media. This generation leverages platforms such as Twitter, Instagram, Facebook, and TikTok to demand transparency, justice, and change from governments and institutions. Unlike previous generations, Gen Z has grown up in a world where information is readily accessible, and social media has become a powerful tool for mobilization and advocacy. Gen Z is Africa’s most connected generation, with many young people having access to the Internet and smartphones.

According to a study by the Pew Research Center (2019), 80% of Africans aged 18-29 use the Internet and a significant portion of this usage is dedicated to social media platforms. This connectivity has allowed African youth to not only stay informed about global and local issues, but also actively participate in discussions and movements that demand accountability from their leaders (Bosch, 2016), (Keating, & Melis, 2017). Research has illustrated that social media plays a transformative role in fostering democracy across Africa. Howard and Hussain’s (2013), explored this impact, particularly highlighting the role of social media during the Arab Spring. Their study revealed that platforms such as Facebook and Twitter are pivotal in mobilizing protests, spreading information, and coordinating actions across North Africa. This digital mobilization not only sparked political upheavals but also led to significant regime changes, demonstrating social media’s potential to drive democratic transformation. Social media has increased political participation among African youths.

Social media has shifted power dynamics in Africa by giving citizens a direct voice in governance (Mutsvairo, & Sirks, 2015). This shift has resulted in increased transparency and, in some cases, tangible policy changes driven by public pressure channeled through digital platforms. Social media platforms empower citizens to directly challenge government actions, demand accountability, alter traditional power structures, and enhance the overall quality of governance. Furthermore, social media has enabled African citizens to bypass traditional media channels and engage directly with government officials in a more immediate and impactful manner (Bratton, & Kimenyi, 2008), (Bosch, 2016). This direct digital engagement has led to greater scrutiny of government actions and elevated levels of public accountability. Therefore, social media continues to be a critical and transformative tool for promoting democracy, good governance, and civic participation across the African continent.