Technology and innovation expert Ali Kingston Mwila […]

Technology and innovation expert Ali Kingston Mwila has warned that the growing influence of self-proclaimed social media gurus is exposing young people to harmful ideologies, including toxic masculinity and misogyny.

Speaking in an interview with Zambian Business Times-ZBT, Mwila said social media personalities with large followings are increasingly shaping the beliefs and behavior of young people, many of whom see them as role models without questioning the messages they promote.

 He said the rise of controversial online figures who present themselves as experts on masculinity and success has made it easier for harmful ideas to spread among young audiences seeking identity and acceptance .

“We are now defining people as role models based on the number of followers they have and how many people watch them. Before young people realise it, they have bought into certain ideologies simply because everyone is talking about them,” Mwila said.

 Realized that many social media platforms are designed to maximize user engagement, allowing controversial content to remain visible as long as it continues attracting views and interactions. Mwila noted that while platforms such as Facebook and TikTok promote freedom of expression, they are also businesses whose algorithms often prioritize content that keeps users engaged.

 “If you are not paying for the service, then you become the product. The platforms make money from people’s attention, and controversial content often attracts more engagement,” he said. He added that many Zambians are exposed mainly to entertainment and sensational content instead of educational material, making it easier for harmful narratives to gain popularity.

Mwila said young people are particularly vulnerable because they are naturally searching for identity, belonging, and purpose. “Social acceptance is a powerful thing. When everyone is talking about a certain influencer, many young people feel left out if they do not follow them. Slowly they begin to adopt ideas they never questioned before,” he said. He called for greater digital literacy to help young people critically evaluate online content instead of accepting everything promoted by popular influencers.

Mwila also urged social media users to report content that promotes harmful behavior, saying community reporting remains one of the ways platforms identify material that violates their standards.

By Karen Ngulube