Written by Evy Kariuki
African youth today are navigating an environment shaped by both opportunity and disillusionment. Where their aspirations are challenged by rising living costs, limited employment opportunities, and social inequalities. But at the same time, the media has become central in contributing to how young people understand themselves, communicate, and push for change. Let’s explore how economic disillusionment in Africa, particularly in Kenya, influences youth identity, while also examining how media can empower African youth through decolonial approaches that center African perspectives.
Economic Disillusionment and the Kenyan Youth
Kenya’s youth face multiple socio-economic struggles, particularly around jobs and the cost of living. According to the World Bank, “Kenya faces a growing youth employment challenge, with nearly 80 percent of its population under 35 working in informal jobs that offer little security or opportunity for growth” (World Bank, 2025). This gap creates frustration and disillusionment, as education does not always translate into meaningful employment. Additionally, the high costs of basic goods and urban housing further intensifies pressure, especially for young people in cities such as Nairobi. This economic strain directly influences how the youth perceive their future and their place in society. This can largely affect the hope that youth have for their future.
However, it is also important to acknowledge that not all young Africans have equal access to the tools that could empower them. The digital divide remains a pressing issue, where many rural and low-income youth lack affordable internet access or digital literacy. This inequality limits participation in online activism and reinforces broader socio-economic gaps, showing that even within digital empowerment, exclusion persists.
Media Usage and Youth Empowerment
Despite the economic challenges, media and especially digital platforms provide African youth with a space for creativity, self-expression, and resistance. Social media networks like TikTok, Instagram, and Twitter are not only sources of entertainment but also tools for mobilization, knowledge sharing, and identity building. As Nyabola (2018) notes, digital spaces allow Africans to challenge the monolithic image of Africa as defined by poverty and conflict (Nyabola, 2018). By telling their own stories, African youth are reshaping narratives that have long been dominated by Western perspectives.
Across the continent, social media platforms have also sparked real-world activism. For instance, Nigeria’s #EndSARS movement, which began online, mobilized thousands of young people to protest against police brutality, leading to government acknowledgment and reform pledges (Time, 2021). Similarly, in other countries such as South Africa, young activists used social media to drive conversations around gender-based violence and public accountability. These examples show that digital spaces can translate into tangible change, but they also reveal risks such as the spread of misinformation and fake news, which can distort activism and hinder progress.
African Youth Identity and Decoloniality
Youth identity in Africa is deeply tied to culture, language, and community. Where decolonial thinking stresses the importance of moving beyond Western frameworks in defining what it means to be young and African today. As Ngũgĩ wa Thiong’o argued, “language carries culture, and culture carries…the entire body of values by which we come to perceive ourselves” (Ngũgĩ, 1986). For African youth, this means reclaiming indigenous forms of knowledge and communication while adapting them to the digital space.
Hashtags like #BlackGirlMagic and African-based campaigns such as #WeAreAllAfricans illustrate how online activism is being used to celebrate African identity, resist Eurocentric stereotypes, and promote self-worth. Such practices show how African youth are using media not just to resist, but to reimagine themselves as global yet authentically African actors.
Pathways Towards Solutions
A major obstacle to youth empowerment in Kenya lies in unstable political leadership, which often sidelines young voices and fails to prioritize their economic well-being. This instability creates barriers for sustainable youth development. However, through the media, young people can be inspired to engage in leadership, rebuild their nations in ways that are decolonial, and prioritize economic empowerment over Eurocentric development models. By amplifying local voices, media platforms can nurture a generation of youth leaders who value community-based solutions and inclusivity, thereby reshaping governance and creating more stable, youth-centered political and economic systems.
At the same time, strengthening digital literacy and media accountability can ensure that online activism remains credible and impactful. This involves promoting access for marginalized youth, ensuring truth-based media practices, and fostering collaboration across African countries.
Conclusion
African youth face economic challenges that risk fueling disillusionment. Yet, through the media, they are carving out spaces to assert identity, resist stereotypes, and build solidarity across borders. The decolonial approach highlights that empowerment cannot be separated from African identity. The youth must define their future on their own cultural and historical terms. By centering African values and narratives, the media becomes more than a communication tool; it becomes a pathway for liberation and redefinition.
References
Ngũgĩ wa Thiong’o (1986) Decolonizing the Mind: The Politics of Language in African Literature. London: James Currey. Available at: https://archive.org/details/decolonisingmind00ngug
Nyabola, N. (2018) Digital Democracy, Analogue Politics: How the Internet Era is Transforming Kenya. London: Zed Books. Available at: https://www.zedbooks.net/shop/book/digital-democracy-analogue-politics/
World Bank (2024) ‘Creating jobs and economic opportunities for young people in Kenya’. Available at: https://www.worldbank.org/en/news/feature/2024/06/12/creating-jobs-and-economic-opportunities-for-young-people-in-kenya
Time (2021) ‘The Nigerian Government Has Pledged to #EndSARS and Reform the Police’, Time Magazine. Available at: https://time.com/5904345/endsars-history-nigeria/