Who Owns the Algorithm?

Africa’s storytelling landscape is changing—and not just in who is telling the stories, but in how those stories are seen.

Across the continent, communities are increasingly using digital platforms to document lived experiences, share knowledge, and shape cultural conversations. From WhatsApp groups to podcasts and short-form video, storytelling is becoming more participatory, immediate, and community-driven. This aligns closely with our work of positioning storytelling as a tool for cultural preservation and social transformation.

But beneath this growth lies a deeper, less visible shift.

While Africans are producing more of their own narratives than ever before, the systems that determine which of those narratives gain visibility are no longer human. They are algorithmic. What is amplified, what trends, and what disappears is increasingly shaped by automated systems embedded within global platforms.

This raises a critical question for Africa’s storytelling future:

Who really controls the narrative—the storyteller, the community, or the algorithm?

For Zimbabwe, this question is particularly relevant. The country is seeing a growing number of digital storytellers, writers, and content creators using online platforms to capture local realities and perspectives. At the same time, challenges around access, visibility, and sustainability remain, and much of what gains traction is influenced by systems beyond local control.

From our perspective, the concern is not just about participation, but about meaningful visibility and preservation. If storytelling is to serve as a tool for knowledge and identity, it cannot be reduced to what performs best within algorithm-driven environments.

This topic opens up a broader conversation that the column will begin to explore:

●        How do algorithms shape which African stories are seen or ignored?

●        What happens to culturally rich narratives that do not fit platform trends?

●        Can digital platforms serve as reliable archives of African stories?

●        And what would it mean for African storytelling to move beyond participation towards influence?

As Africa continues to reclaim its voice, the next phase of the conversation may not be about who is speaking, but about who decides what is heard.

The Economics of Attention

If visibility is shaped by algorithms, then value is shaped by attention.

Across Africa, digital storytelling is not only about expression—it is increasingly tied to livelihoods, sustainability, and the ability to build long-term creative work. As more creators, writers, and cultural practitioners enter digital spaces, a new question is emerging: how does attention translate into value?

In many ways, Africa’s digital ecosystems are rich in engagement. Communities are active, conversations are dynamic, and content circulates rapidly across platforms. Stories resonate, travel, and influence public discourse. But this visibility does not always translate into sustainable economic outcomes for those creating the content.

This creates a disconnect between participation and reward.

It is our strong conviction that storytelling is not just about being seen—it is about building systems where stories can be sustained, developed, and preserved over time. Yet much of the current digital environment operates on attention cycles that are short-lived, fragmented, and difficult to convert into long-term value.

For Zimbabwe, this tension is particularly visible. There is a growing base of storytellers and creators producing meaningful content, but pathways for sustaining that work remain limited. While audiences engage, the structures that support continuity—whether through funding, distribution, or institutional backing—are still evolving.

This raises important questions for the next phase of Africa’s storytelling journey:

●        What does it mean to build a sustainable storytelling ecosystem in a digital environment driven by attention?

●        How can creators move from visibility to continuity?

●        What structures are needed to support storytelling beyond momentary engagement?

●        And how can storytelling retain its depth and purpose in systems that reward speed and volume?

At its core, this topic is about shifting the conversation from reach to resilience.

Because if Africa is to fully realise the potential of its storytelling renaissance, the focus cannot remain on visibility alone. It must also consider how stories are supported, sustained, and allowed to evolve over time.