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Influencer Culture and Food Habits in Urban Nairobi

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Alice Taabu’s years of pioneering work on television have spawned a growing Kenyan culture of online cooking shows, recipes, and the marketing of new social trends in food consumption.

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Influencer Culture and Food Habits in Urban Nairobi
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In June 2002, veteran Kenyan chef Ms Alice Taabu bagged the prestigious Gourmand-World Cookbook Award in recognition of her two-decade-long career on the famed KBC TV cookery show Mke Nyumbani. Founded in 1995 by Chef Edouard Cointreau, the Gourmand Award marked a critical turning point in Kenya’s food conversation as historical dishes found their place on the global stage, and within a fast-evolving online life and culture spaces.

On June 5th Gourmand will be awarding their 2021 winner amidst a shifting influence in global food tastes, in an event that’s dubbed “the Oscars” or “the Olympics” for food enthusiasts, and one that has been increasingly dominated by chefs from the South and East, notably the Chinese. Alice Taabu’s versatile feature on our TV shows marked a gentle and progressive expression of our food habits within inter-webs that in hindsight we take for granted.

And it’s out of Alice Taabu’s years of pioneering work that now there’s a growing Kenyan culture of cooking shows, online recipes, and marketing of new social trends in food consumption in the internet streets. With their origins in broadcast television in Kenya, they have evolved tremendously with the growth and uptake of Instagram and YouTube.

This includes the adaptation of television food show formats onto multi-platform content channels such as Netflix, Pay-Tv, Amazon Prime, brand websites and digital platforms like Facebook, Twitter, YouTube and Instagram.

Yet, even as the ever versatile chef Alice stuck to the time-tested free-to-air TV model, younger, more boisterous incomers like Arthur Mwai were pushing beverage and culinary options away from the mainstream into newer spaces, including setting up the famed Psys, first on Langata Road and later in Westlands.

Since the mid-2000s the online food culture has evolved and birthed offshoots of Mke Nyumbani with varying shelf lives and scope. Buoyed by both the growing ease of content creation, falling cost of internet connectivity, and increasing demand for more local content and local delicacies, recipes increasingly find their way online and into the watching experience of Kenyans within ever-expanding digital ecosystems.

The 2010s saw the explosion of the online world as local content creators consolidated their influence, benchmarked against each other, and set-up entire platforms for curating similar content. It’s no wonder then that Yummy was launched a year later, in 2012, Eat Like a King in 2013, Kaluhi’s Kitchen in 2014, Get in The Kitchen on K24 in 2015, and Shamba Chef in 2017.

Kenya’s Anita Kerai secured a 7-part food series on Amazon Prime, and published her 170-page Flavours from Kenya cookbook. Then there’s The Great Kenyan Bake Off which is based on the British Version The Great British Bake Off, Ali Mandhry’s Tamu Tamu, and Martin Munyua of Dads Can Cook who pioneered the conversation around the legal protection of food TV formats 2013.

A 2015 survey by the Communications Authority of Kenya (CAK) showed that the country has 64 TV stations, and that a majority of local TV viewers preferred local content to foreign programmes. So starting in mid-2016 onwards, the state agency mandated all local broadcasters to start airing 40 per cent local content, increasing gradually to 60 per cent.

The preferred formats are usually semi-structured discursive models involving cooking competitions, instructional methods, light entertainment, storytelling, global cuisine tours, and celebrity guests.

Food Shopping Apps

Locally, a February 2021 poll showed that nearly 4 in 5 shoppers are spending more on online shopping with data top-ups (92 per cent), clothing (67 per cent) and electronics (56 per cent) topping the list of products bought. Meanwhile services sought online include cooking recipes and techniques, dancing classes, learning languages, and mastering DIY projects. That number has inched even higher as COVID-19 restrictions closed down brick and mortar outlets across the country.

The music/movies segment tops the list of online search content, followed by electronics with fashion in third position. But the food segment is growing rapidly; online food stockists and delivery firms including E-Mart, Glovo, Chandarana FoodPlus, UberEats, Yum Deliveries, as well as Green Spoon and Jumia Food have recorded spikes in their online demand.

Twiga, Kalimoni Greens, Kibanda Online, Gobeba, and a host of other online platforms have embraced digitisation and online payment systems to cater to the expanding palate of a tech-savvy society. As online food shopping gains traction, the numbers are bound to surge forward as consumers develop trust and make buying decisions based on the online visual displays, coupled with a seamless product and user interaction.

The influencer culture covers both cooking shows, shopping, dishes, recipes, and food markets in short simple, accessible TikTok and YouTube clips, and often highlights both exotic and local ingredients.

In typical Mke Nyumbani format, such shows offer useful tips on cutlery, techniques, recipes, hygiene, new appliances, first aid, or even what to do if things go wrong. The foodie culture blurs the lines between the food reality TV show and the everyday feeding choices of people and families at home.

Then there is the rise of “Indomie Twitter”, a subculture on Twitter which promotes the growth in the variety of foods consumed, sharing of recipes, online food delivery stores, and outlets.

Psychology of food influencer marketing

The question still remains though: why and how does the psychology of food influencer marketing work? What makes Mke Nyumbani, or Dads Who Cook, Shoba’s Cookouts or Indomie Twitter such a social phenomenon. The short answer is that influencer marketing plays directly into the human desire to belong. It amplifies our proclivity towards that which we already are familiar with.

Behavioural psychologists and neuromarketing experts call this the Mere Exposure Effect. All else being equal, the more we’re exposed to something that’s relatable, the more we like it. And fascinatingly, this preference for the familiar often appears to operate outside of our consciousness.

It appeals to our need for social conformity, and our mental processing functions. Basically, our brain is wired to respond to stimulation from influencer marketers whom we already trust at a virtual interaction level. We find their persuasion more authentic, more fun, and more attractive than other types of persuasions. The link is optimised when the awareness and affinity of the consumer gels with the creativity of the influencer.

Hence, for example Shoba Gatimu’s earthy humor, the ingenuity of the Indomie Twitter crew, Hannah Thee Baker’s digital influencing makes food products look good on set, given they are agile chefs who’re good at their craft.

The psychological terrain of the food influencer market is what happens when social users follow friends and famous users rather than corporate brands. These consumers turn to social platforms to connect and find out how people they look up to build their lifestyles and to look for relatable figures to help them filter through the hundreds of choices in the online markets. In turn they consume lots of visual content which food influencers are primed to optimise.

Research shows that well thought-out visual influencer marketing in the food industry incentivises an engagement rate of 7 per cent and can imply conversion rates of up to Ksh7 for every shilling spent. Ultimately, the partnership between brands and influencers is built on the social ingredient that their personas brings, while building up significant returns on investment (ROI).

To understand the psychology of persuasion, author Robert Cialdini places the construction of influence under six metrics: Reciprocation – the internal pull to repay what another person has provided us with. Consistency – we work to behave consistently towards a choice we’ve already made. Social Proof – when we are unsure, we look to similar others. Liking – the propensity to agree with people we like and the desire for others to agree with us if we like them. Authority – we are more likely to say “yes” to others who are authorities. Scarcity – we want more of what is less available or dwindling in availability.

The overall group psychology that happens ends up creating consumer tribes in which the pursuit of consumption of certain meals or dishes built into our ethnic, class, religious or moral influence is reinforced. This isn’t hard given that the need for social conformity is already hardwired into our brain’s reward system.

The evolution of the kitchen influence

An even bigger influence in group-wide food tastes and preferences among Kenyans stems from social sharing. Influence at that level is therefore built into our deep networks of trust, approval, love, companionship and even identity. The most enduring influence on our food tastes therefore comes from the social affections that we’ve built with our friends within family and friendship set-ups.

In the modern family kitchen, efficiency has gradually eroded camaraderie, as technology reorients and at times replaces our cooking traditions. Meanwhile convenience has become king, as cookware, countertops, drawers, ovens and cabinetry signal the gradual evolution of both the home, the consumer society, and technology.

Your typical modern Kenyan kitchen now bears little resemblance to the home kitchens of old. Before the dawn of modernity, human life revolved around the kitchen and the farm, and the roles that defined kitchen life were often assigned to the women in the community. This lent the home life to critical contestation at the dawn of modernity as family life shifted away from those two domains and into the urban environment.

The traditional designation of the kitchen as a place for mothers and women in general was challenged by the industrial revolution that drove the locus of civilisation away from the kitchen — and by extension the home — and into the milling factories miles away.

And as Ally Matsoso opines, “As men began to accumulate excess wealth and power, they gained freedoms women lacked. Survival and family stability were no longer their sole motivators. Women, as Nourishers of the family, decreased in influence as the family’s importance decreased, crowded out by commerce.  Local bakers could now supply our bread. The spiritual center, the home, had to compete with a material culture, capable of satisfying needs the home once met, and of creating new needs as well.”

What we are seeing at the tail end of capitalism as we know it, is a major shift in food cultures and the nuances built around them. Male chefs grace our TV shows and Instagram food influencers represent a wide range of ages, gender, sexes, class, and persuasion.

There is increased diversity in meal plans, and orthorexia is now a prevalent habit that is defined as a genuine and critical concern about what someone eats. This could range from giving up sugars or oils or meat as a matter of preference. It can also be seen in veganism, vegetarianism or pescatarianism, diets that are adopted either because of health concerns, ecological issues, religious beliefs, or a myriad other social, cultural, moral or personal desires. Entire groups like Hindus, Adventists, Muslims have given up certain foods for one or more of the aforementioned reasons.

Recipes are getting increasingly local as health concerns, and choice of nutrition over taste gives preference to local delicacies once considered not cool enough for our social media streets. Nduma, ngwaci, boiled/roasted maize, bean bread, osuga, banana bread, githeri, chicken and ugali, fish, groundnuts, vegetable dishes, irio, kimanga, cassava and bean mash, matoke, mbaazi, njahi, porridge — to name just those — are sneaking their way back onto our dinner plates, Tiktok, YouTube, and Gram.

In this sense, the growth of cookery shows and food influencers is not so much the ultimate co-option of the home kitchen by modernity, as it is an imperfect recreation of what was, until the dawn of modernity, the soul of the home.

At the end of the day, the ultimate food influence in our lives may not be the familiar and likable chefs on TV, but our mothers and fathers, their recipes, the dinner table, and the food rituals in our family kitchen.

This article is part of The Elephant Food Edition Series done in collaboration with Route to Food Initiative (RTFI). Views expressed in the article are not necessarily those of the RTFI.

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Darius Okolla is a researcher based in Nairobi.

Culture

The Remarkable Revival of Ugandan Football

Uganda has never qualified for the World Cup, but at a continental level it is making a comeback. So is its club football.

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The Remarkable Revival of Ugandan Football
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As the prospect of the FIFA ban on Kenyan football being lifted improves, it might be a good time to look at the example of neighboring Uganda, and how the football sector in that country managed to pull itself out of a deep crisis. A decade ago, the state of Ugandan football looked highly discouraging: after years of internal wrangles and conflicts between the Federation of Uganda Football Associations (FUFA) and some of the country’s powerful clubs, as well as match manipulation, and financial accountability problems, many fans and sponsors turned their backs on the sector. The public image of both FUFA and club football was poor, and public trust and confidence were low. Meanwhile,  the popularity of the English Premier League (EPL) among Ugandan football enthusiasts was on a steady rise.

In 2022, however, Ugandan football is thriving, and it is increasingly successful internationally: The U20 male national team qualified for the 2023 Africa U-20 Cup of Nations; the winner of the last season’s Uganda Premier League (UPL), Vipers SC, reached the group phase of the CAF Champions League—only the second club in the country’s history (after Kampala Capital City Authority FC, KCCA) to achieve this milestone; the senior women’s national team won Council for East and Central Africa Football Associations (CECAFA) competition and thus qualified for the Africa Women’s Cup of Nations 2022 in Morocco (where the team went out in the group stages); the winner of the FUFA Women Super League (FWSL) 2022, She Corporate, made it into the final at the CAF Women Champions League Zonal Qualifiers (where they lost to Simba Queens from Tanzania); and Ugandan coach Charles Ayiekoh Lukula (who was in charge of She Corporate at that tournament) was hired as head coach by Simba Queens and led the club to the semi-final of the CAF Women’s Champions League in Morocco, the first time a CECAFA team reached that stage and the first time a Ugandan coached a team at this tournament.

Image credit Jörg Wiegratz ©.

In domestic competitions, there are many positive dynamics as well. The UPL is broadcast on live TV by Chinese multinational StarTimes, as part of a 10-year contract. There is also a revival of football in the various regions of the country outside the traditional football area of greater Kampala. The UPL clubs based in the north-western city of Arua and Jinja in the east did well last season and some of these teams have been competing for top UPL spots. Jinja-based BUL FC (thanks also to strong management and sponsorship) is atop the UPL table currently, and won the Stanbic Uganda Cup last season (against Vipers SC).

The fan base is growing and vibrant in a number of clubs and there are many examples of improved relationships between fans and club management. Many clubs manage to sign deals with sponsors, including those in the lower divisions and outside the UPL. Currently, more than 40 sponsors are engaged in the UPL.

The KCCA FC, which plays in the capital, just announced that it would start floodlit night games in the second half of the UPL season, thanks to the support of the club’s newly signed jersey sponsor, Chinese multinational CHINT Electric Uganda, an energy solutions company. FUFA started its own TV channel in 2022 and is broadcasting live games from various competitions (women and men; senior to school level), press conferences, and various other activities. The social media presence of FUFA, clubs, players, fans, journalists, and pundits is extensive, innovative, and captivating.There is a range of very strong and popular amateur competitions, especially in Kampala, usually played over the weekend. Artificial turf grounds have been constructed, and this supports the football of amateur teams, competition organizers, schools, academies, and communities. Arua Hill SC is building a stadium that is integrated into a larger shopping mall complex, which also has plenty of office space and hotel facilities. The club offers fans and other members of the public a real estate product—a plot and house in Kongolo Sports City. Clubs such as Vipers and KCCA made some good money from players’ sales in recent years and this helped  cover the club running costs and development initiatives, such as improvements to stadium infrastructures. Finally, football competitions at secondary school and university levels are popular with students and fans and attract significant media attention.

One could go on at length about the various current problems in Ugandan football—the issue of players’ welfare for example, but there is value in exploring what is behind the regained popularity and positive trends in the game in Uganda? How was the turn-around achieved?  I have explored these questions as part of a research project into the effects of the commercialization of football in Uganda and Kenya.

Image credit Jörg Wiegratz ©.

The leadership of the current national football association president, Moses Magogo (in power since 2013), marked the beginning of the revival of both FUFA and the sector. This was a very gradual process that had shortcomings, limitations, and setbacks. However, judging by the situation in late 2022, it was remarkably successful. Key components of this revival included FUFA being more open and responsive to external criticism; a strengthened media team; a focus on professionalization of the sector via significant capacity-building (running various training programs for clubs, coaches, sponsors, media and other professional groups that operate in the sector); a more inclusive sharing of the benefits of these programs across regions; an enlarged set of well-organized competitions (including beach soccer and the like); a boosting of women’s football; promoting commercialization efforts; successes in attracting sponsorship; and an improvement in the relationship with government.

This trend is particularly evident in the strengthening of media/PR units in many clubs (that was accelerated during the COVID-19 lockdown months when clubs had to find a way to reach and stay in touch with fans at home, for instance via the launch of club TV). Social media handlers are the norm now and the work of these committed, skilled and enthusiastic, young handlers ensures that teams provide updated, detailed, and slick mix of texts, pictures and videos about the latest happenings in their clubs, on all sorts of platforms: from Tik Tok to Twitter. Other parts of club operations, such as accounting, marketing, fan affairs, talent recruitment & development, or players’ transfers have been professionalized too.

There is “more balance and better coexistence”—as one marketing professional put it—between EPL and UPL and Ugandan football generally. Dedicated fans now prefer to go to live matches rather than watch EPL games on TV. There is a significant and increasing sense of fan culture (in terms of identity, pride, rituals and off-pitch activities), self-organization, and desired engagement with the club management. Fans reportedly buy and increasingly wear the shirts of their local club also thanks to the “wear your local jersey” initiative, and other promotional activities. For example, one club gives free access to home games this season to all undergraduate university students who show up wearing the club’s 2022/23 jersey, while another club offers free access for women and students. Fans also spend money more readily on merchandise. There is also increasing demand for easily accessible and detailed information, statistics, data and updates. The drive for, interest in, and use of statistics and data (by fans, coaches, pundits, journalists, scouts and agents) is a major feature of the sector’s development. This is also due to the influence of betting that relies on people having access to stats.

Image credit Jörg Wiegratz ©.

Ugandan football is remarkably broad-based and linked to various values and aspirations: love and passion for the game; pride in one’s city, region, country and culture; professional opportunities, jobs, business, incomes, and profits; uniting communities and strengthening identities; showcasing, supporting and celebrating talent ; inspiring youth through being a role model in one’s home community; and putting all regions on the map of national attention.

Finally, many sponsors are joining the football sector, and/or renewing their engagements with it. Sponsors are varied and include firms from across the economic spectrum. Major sponsorships from multiple large brands are seen as crucial to inject money, vitality, and confidence into the game and the future trajectory of football in the country. There is no overreliance on betting firms in terms of sponsorships.

Uganda is not an outlier in the region given positive developments too in TanzaniaRwanda, and Burundi for example. Second, in Uganda it is not just football that is on a significant upward trend but the sports sector as a whole, including in netballbasketballrugbyboxing and athletics. Multimedia company Next Media just launched NBS Sport, a 24-hour sports-dedicated channel, to extensively broadcast local sports including live-action and talk shows. Joseph Kigozi, Next Media’s Deputy Group CEO and NBS Sport General Manager reportedly noted: “We have put together a platform where Ugandan sport can leave the back pages and small segments of daily content … Sport can be a source of income for all stakeholders … We look forward to working with all involved to make this a success.”

The platforms are here now, the work on expanding and stabilizing the content provision of local sports is well underway.

This post is from a partnership between Africa Is a Country and The Elephant. We will be publishing a series of posts from their site once a week.

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Culture

Masculinity in Kenya: The Pressure to Provide and Perform

Heterosexual Kenyan men are unhappy and they are desperately looking for explanations for the impasses they find themselves in financially, socially, and with regard to their relationships with women.

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Women are the reason why men have changed because women are hard on men. […] The expectations they come with into a relationship, and generally how they have been brought up, or the life they live, that is what gives some men stress. […] When someone is living with a woman in the house, you find that issues are many because money is little.

Wellington Ochieng, 36-year old labour migrant from western Kenya

During almost three years of ethnographic fieldwork among male migrants in Pipeline, an over-populated high-rise estate in Nairobi’s chronically marginalised east, I heard complaints like Wellington’s almost daily. Migrant men, in my case predominantly Luo men from western Kenya who came to Nairobi with high expectations of a better future, bemoaned a life full of pressure caused by the romantic, sexual, and economic expectations of their girlfriends, wives, and rural kin. The blame often lay on “city girls” who were portrayed as materialistic “slay queens” who “finish” men by leaving them bankrupt only to suck away the next sponsor’s wealth after grabbing him with their “Beelzebub nails”, as Wellington called the colourful nails sported by many Nairobi women. Soon, so a fear repeatedly expressed by my interlocutors, most men would no longer be needed at all and Kenya’s economy would be ruled by economically powerful women who raise chaotic boys brought up without an authoritative father figure. Such fears of male expendability also manifested in imaginations about a future in which more and more men and women would live in homosexual relationships or “contract marriages” that replace trust and love with contractual agreements. Once, on his way back to our shared apartment, my flatmate Samuel—a student of economics who is divorced from the mother of his baby son—passed a neighbour’s house where a group of women were celebrating a birthday. He shook his head and sighed: “We live like animals in the jungle. Women and men separately. We only meet for mating and making babies. Maybe that’s where we’re heading to.”

Overwhelmed by their wives’ and girlfriends’ expectations, many migrant men who spoke to me in Pipeline had decided to spend as little time as possible in their marital houses. Instead, they evaded pressure by lifting weights in gyms, stockpiling digital loans and informal credits, placing bets in gambling shops, gulping down a cold beer in a Wines & Spirits, playing FIFA videogames, or catcalling “brown-skinned” Kamba women on the roads. Some men who could no longer cope took even more drastic measures involving murder and suicide. One man cut his girlfriend’s throat and tried to kill himself, while another tried to poison himself, later quoting his wife’s actions and character as the reason for his attempted suicide. Anything appeared better than spending time with the “daughters of Jezebel” who were waiting for them in the cramped houses of Pipeline, sometimes demanding that they engage in romantic and sexual practices they were unfamiliar with, as expounded upon by Wellington:

“When you come to Nairobi, our girls want that you hold her hand when you are going to buy chips, you hug her when you are going to the house, I hear there is something called cuddling, she wants that you cuddle, at what time will you cuddle and tomorrow you want to go to work early? […] you don’t go to meet your friends so that you show her you love her, you just sleep on the sofa and caress her hair. To me this is nonsense because that is not romantic love. I think that romantic love, so long as I provide the things I provide, and we sire children, I think that’s enough romance. […] Another girl told me to lick her, and I asked her ‘Why do you want me to lick you?’ She said that she wanted me to lick her private parts. Are those places licked? […] Those things are things that people see on TV, let us leave them to the people on TV.”

The burden of economic and sexual performance was not only felt by poorer migrant men, however. Rather, as shown by articles in Kenyan newspapers (see, for example, here and here), it is a nationwide pandemic affecting men from different classes. On a two-day-long men’s meeting on the slopes of Mt. Kenya in mid-2022 which I attended and which was organized by Chomba Njoka and the self-help book authors and masculinity consultants Silas Nyanchwani and Jacob Aliet, for instance, a male lawyer, a psychologist, and a land surveyor, among others, lamented about similar issues. Sitting around a bonfire drinking cold beer in the damp cold of Mt. Kenya, one man after another told a story about a girlfriend who cheated with a financially better-off man, a wife who emptied the marital home of all valuables and left with the children, or young women who come to Nairobi to be seduced by the city’s material promises and men in suits with “deep pockets” who flock the bars of places like Pipeline looking for teenage girls with dreams of big cars, shiny clothes, and expensive hair pieces. Initially the stories were told hesitantly; one could feel that the men telling them were afraid to be blamed. Was I not man enough to provide for a family? Was I responsible for my wife leaving me? But more and more of the men present told similar stories, cathartic laughter breaking out after yet another man narrated a ridiculous incident in his life. Maybe, we began to think, it was not our fault. But whose fault was it then?

“Nairobian girls, man, acha tu (Kiswahili, “just leave it”)! If some hapless guy with disposable income and sensible behaviour shows some interest, the girl will put her acting mask on, and can easily fool the man proper. Nothing wrong with that, as life is a game. You play. They play. We play each other”, writes Nyanchwani in his book 50 Memos to Men, a collection of his Facebook posts on gender relations in contemporary Nairobi. When I first met Silas in a café in Nairobi’s central business district,  a calm and soft-spoken guy over six feet tall and father of a girl, he told me that men had been left behind in Kenya’s economic and cultural development of the last two decades, perpetuating local discourses about the “neglect of the boychild”. Most development aid interventions were targeting the girlchild, and women were increasingly empowered economically. Who, however, was there to tell men what to do, to give men a voice and guidance? Aliet, an imposing man with an authoritative appearance, shared Nyanchwani’s sentiments. Known as a writer of Sci-Fi novels, Aliet decided to write his book Unplugged: Things our fathers did not tell us after many of his male friends had shared stories with him about the pressure to provide, the burden of performance, women’s ungratefulness, and men’s inability to know how to respond to what women and society demands of them. If the raving reviews by both men and women on the homepage of the Nuria bookstore are anything to go by, the book has helped many male readers to find relief and new hope by receiving guidance on what it means to be a man in contemporary Kenya.

But more and more of the men present told similar stories, cathartic laughter breaking out after yet another man narrated a ridiculous incident in his life.

Yet neither Nyanchwani nor Aliet rule over Nairobi’s booming masculinity consultancy scene where one can find controversial figures such as former radio host Andrew Kibe among more moderate voices such as Pastor Simon Mbevi who counsels men and couples or Onyango Otieno who openly talks about his experience as a male rape victim and advises men to allow themselves to be vulnerable. The most famous personality, however, is Amerix, a medical doctor from western Kenya who gives advice to Kenyan men on Twitter and through other social media channels. Although Aliet, Nyanchwani—the former writer of The Retrosexual column in The Nairobian that is now written by Brian Guserwa—and Amerix align with the global red pill movement, part of a global backlash against feminism or some of feminism’s social consequences, they do so to different degrees. While they all agree that the world has become “femicentric” and that men need to swallow the red pill to be “unplugged” from the false truths of feminism, Amerix has a more radical take on Kenya’s gender relations and not only offers answers that aim to change the totality of his adepts’ daily lives but also openly admires Paul Kagame’s autocratic style of leadership and dreams of a world where strong “Afrikan” men subdue obedient women. In his chat groups, young Kenyans are not allowed to write using “effeminate” emojis or incorrect English while dreaming about a reinstated patriarchal order and implementing Amerix’ advice by practicing semen retention to accumulate testosterone, fasting for days, lifting weights, and avoiding processed food as well as the imperial ideology spread in NGOs and churches by white men and women. Being pressured to perform economically and sexually, young men all over Nairobi beg Amerix to “continue to mislead” them by warning against get-rich-quick schemes and by ridiculing women’s expectations of large penises and pornographic sexual performances.

It would be easy to ridicule the absurdity of some of the advice given by Amerix or to call out Aliet and Nyanchwani as toxic men. Yet, over one million people are following Amerix on Twitter, and both Aliet and Nyanchwani are typical Kenyan men who, despite harbouring patriarchal inclinations, care about their children and their spouses. None of the men I met on the slopes of Mt. Kenya dreamt of enslaving women, and all agreed that a return to their fathers’ world was not desirable. However, after three years of fieldwork, I can count on the fingers of one hand those men who confided to me that they are in happy relationships or marriages. Heterosexual Kenyan men, in other words, are unhappy, and, as attested by Amerix’ fame, they are desperately looking for explanations for their experience of economic, romantic, and sexual pressure and the impasses they find themselves in financially, socially, and with regard to their relationships with women more generally. Many Kenyan men feel side-lined and, despite their willingness and attempts to provide, are unable to meet what they imagine to be—or what sometimes indeed are—the unrealistic expectations of women, which compels them to look for advice from fellow Kenyan men who seem to be the only voices resonating with the problems they face “on the ground”. Mark, an unemployed Luo migrant with a degree in physics who survived by writing essays for Chinese students with substandard English skills, responded to my question about the role of Amerix in his life with excitement:

“Amerix is talking about why shouldn’t we be us? Why do you have to be dictated by a woman? Let the woman decide whatever you have to do? Be away from friends she does not want? Do whatever she wants? You see that? So, we were like, give us this shit. […] From the first day, we were all into Amerix’ thing. […] There are some people who argue that Amerix is misleading the men, but then if you understand what Amerix is talking about, it is the real thing, the real situation on the ground.”

In such an impasse, Western journalists, social scientists, and development aid practitioners should ask themselves what social, economic, and conceptual benefits for both men and women could be generated from working with more moderate masculinity consultants such as Nyanchwani. Although they neither agree to notions of the social construction of gender nor share beliefs in the necessity to dismantle all patriarchal gender roles, they have access to the minds and hearts of Kenyan men such as Wellington, Mark, or Samuel. While I disagree with the red pill movement’s evolutionary naturalization of gender roles and its simplistic use of biological assumptions—such as female hypergamy—to explain human social relations and strongly believe that a more political-economic approach would allow men and women to attack some of the common enemies that deprive them of economic development, I also think that honest debates that include the voices of various masculinity consultants could open a conceptual space beyond, on the one hand, the capitalistic and colonial notion of the male breadwinner and provider that necessarily produces pressured men who desperately want but cannot provide for their loved ones due to the structural conditions of Kenya’s capitalistic economy, and, on the other hand, the largely still unacceptable notions of men as vulnerable and dependent that only resonate with a few middle-class Kenyans. Such progressive, open-minded, and creative debates might help to repair what appears to be a social constellation characterized by mutual misunderstanding and heightened mistrust between men and women.

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Culture

TRUST: The Power of Storytelling to Explain the Utility of Technology

Chief Nyamweya and Anne Connelly’s graphic novel and motion comic imagines an alternative African future using storytelling and blockchain technology.

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TRUST: The Power of Storytelling to Explain the Utility of Technology
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Last month, Freehand Studios, an African digital arts and social impact studio based in Nairobi, released a graphic novel and motion comic whose story aims to inspire young Africans to imagine and build an alternative African future using blockchain technology.

Set in a fictitious African republic, TRUST tells the story of Moraa, a young female activist who, together with a group of techies called the Sankofa Collective, use the power of blockchain technology to stand up to Max—a land-grabbing oligarch whose greed threatens their communal land, their culture and the entire pastoral community.

Outside of the crypto bubble, most people—even the smartest and most sophisticated—don’t understand what blockchain and cryptocurrencies such as Bitcoin are, or what their utility is in everyday life.

By writing the graphic novel, co-authors Chief Nyamweya and Anne Connelly have used the power of storytelling to focus more on the utility of the technology and less on the intricacies of how it works, while creatively exploring the themes of corruption, cultural and ecological preservation,  historical injustices, communal trust, and land ownership.

In the novel, Moraa, the story’s protagonist, is an activist who has never heard of technologies such as DAOs (Decentralized Autonomous Organisations), Bitcoin and blockchain. However, when she meets Akinyi and the Sankofa Collective, she is taught about these technologies and how they work using relatable analogies. Later on in the story, we learn why they built the Wahenga DAO and why they were fundraising using bitcoins.

Kenya has the highest digital currency adoption rate in Africa

Three years ago, If you had walked up to a random stranger on the streets of Nairobi, Lagos or Johannesburg, woman or man, young or old, and asked them if they knew what crypto or blockchain technologies are, let alone if they had ever used them, you would most likely have been met with blank stares.

That has since changed.

In just three years, the continent has once again lived up to its name as a leader in technology adoption.

Out of a population of 53.7 million Kenyans, 4.25 million individuals possess digital currencies, the highest adoption rate in Africa according to a United Nations research report.

Nigeria has the world’s highest share of active crypto traders, a report published this year by global research firm Morning Consult found. With more than 50 per cent of monthly active adult crypto traders, Nigeria topped the list of countries with the highest share of adults that trade crypto once a month.

In just three years, the continent has once again lived up to its name as a leader in technology adoption.

Despite the directive of the Central Bank of Nigeria (CBN) banning crypto transactions in 2021 and the subsequent fining of three banks for allegedly facilitating cryptocurrency transactions the same year, Nigerians went on to trade at least N77.75bn ($185m) worth of Bitcoin in the first three months of the year. About 33.4 million Nigerians still trade or own crypto assets.

In 2021, Nigeria was reported by Google trends as the country with the highest number of bitcoin searches globally, revealing the widespread adoption of cryptocurrency in the country.

Four million South Africans own cryptocurrencies according to Finder’s Cryptocurrency Adoption Index which ranked the country 18th out of 26 countries for crypto adoption.

Despite a widespread ban on cryptocurrency in some countries and tough regulations in others, crypto, which has so far been one of blockchain’s biggest use cases, keeps growing.

But more needs to happen.

Blockchain and crypto technologies have a storytelling problem

Blockchain has a storytelling problem.

Emily Parker, the co-founder of Longhash, presented an essay on the Unchained Podcast titled Blockchain Tech’s Storytelling Problem and How to Solve it. In the episode, she explains,

“I have had countless versions of this same interaction. Step outside of the crypto bubble and say the word ‘blockchain’, and you will often hear smart and sophisticated people say things like, “I tried to understand it . . . but then I gave up.” This mental block, so to speak, has real implications for an industry whose success largely depends on network effects and public participation.”

This is a larger industry problem that continues to plague one of the most complex mass market technologies in history. As Parker further notes, the lack of a clear storyline may not have mattered during the 2017 crypto boom. However, a lot has changed since then and for a technology whose growth and future are dependent on having as many people as possible use it, it’s doing a poor job at onboarding or even creating goodwill among the public.

Some of these problems are legitimately hard to solve. But at the same time, the cryptocurrency industry is not helping itself. Instead of trying to communicate a larger vision, many are consumed by petty infighting about which tokens are best, Parker notes.

Most people globally do not know and cannot explain what blockchain is and it’s not their fault. In offering some solutions on how the blockchain industry can remedy these seemingly insurmountable challenges Parker notes,

“Some of the most important work may lie with entrepreneurs and developers. For blockchain technology to truly touch ground, it needs to be applied to products that people actually use. If a start-up can’t concisely describe its product and the problem that it is attempting to solve, then does the world really need that product?”

Her solution lies at the very heart of why Nyamweya and Connelly wrote the TRUST graphic novel.

The blockchain industry continues to be white and male-dominated. This is a problem that could threaten the technology’s global adoption. It is a status quo that enthusiasts such as Connelly who have seen the industry grow since its inception are hell-bent on challenging.

TRUST — A story rooted in young Africans’ hunger for a decentralized African future

Connelly, who teaches Blockchain for Social Impact at Boston University’s Questrom School of Business, first suggested the idea of writing a graphic novel to Nyamweya when the two met at Singularity University.

Nyamweya — a Kenyan writer and illustrator best known for his masterfully ink-illustrated graphic novels that address history, science and most recently, the future of education — did not understand what blockchain was before meeting Connelly. However, it did not take him long to appreciate its potential and what this power, placed in the hands of young Africans, could help them do in building their future.

Most people globally do not know and cannot explain what blockchain is and it’s not their fault.

“Young Africans are hungry for a vision of an African future rooted in trust, sustainability and freedom from unaccountable state power. It is the desire to satisfy this hunger with a story of a practicable grassroots alternative that led us to create this transmedia project called ‘TRUST’. We wanted to use the power of storytelling to speak to readers and viewers about blockchain technology, inspiring them to see a decentralized future rooted in justice and ecological sustainability.” remarked Chief while speaking at the book’s launch.

Emerging three years later is a story beautifully told in black and white illustrations that are relatable to any African familiar with the frustrations of living in a capitalistic society and dealing with centralized power.

Connelly and Nyamweya’s vision for TRUST is that millions of young Africans will have access to inspiring and culturally relevant stories that allow them to reimagine their own futures. The two believe that with new technologies such as blockchain, young Africans can build that future by claiming their seat at the table.

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