INTERVIEW: Digital Expert Nrupesh Soni on Influencers and Elections

Nov 20, 2024, 8:45 AM

In an age where digital platforms dominate, influencers and content creators are emerging as critical players in shaping political discourse, especially among younger voters. Digital expert Nrupesh Soni recently shared his insights into this growing phenomenon, particularly its impact on elections in Namibia.

Soni highlighted a notable shift in how young people consume information. “The way information is consumed currently by most of the youth across Africa, especially in Namibia, is changing,” he said. Through personal research conducted over the past few months, Soni found that approximately 95% of Namibian youth under the age of 35 rely on platforms like TikTok and Instagram for updates about elections.

“These platforms, originally designed for entertainment, are now becoming primary sources of information,” he noted. Soni expressed concern that traditional media outlets and official government channels are being overshadowed by influencers and content creators who lack journalistic expertise and fact-checking skills.

This dependency, according to Soni, poses significant risks. “This is where false narratives, propaganda, and fake news come into play,” he explained. Unlike traditional platforms like Facebook or LinkedIn, misinformation spreads rapidly on TikTok and Instagram, often reaching vast networks within hours.

The implications of this trend on Namibian elections are profound. Soni pointed out that much of the youth-driven discourse is fueled by unverified and divisive content, which often lacks the editorial scrutiny of established media outlets. First-time voters, who make up a considerable portion of the Namibian electorate, may be making decisions based on manipulated or incomplete information.

“The responsibility is not just on influencers but also on media professionals, policymakers, and the platforms themselves to address this issue,” Soni emphasized. He called for greater investment in digital literacy initiatives, urging media outlets and educators to equip young voters with the tools to critically evaluate online content.

Soni concluded by stressing the need for content creators to recognize their societal influence. “In younger countries like Namibia, this power must be used responsibly to foster informed and constructive political engagement,” he said.

As Namibia gears up for its next election cycle, the role of influencers and digital platforms in shaping public opinion will undoubtedly remain a critical issue.