February is celebrated as Black History Month, a time dedicated to honoring the sacrifices and achievements of Black legends throughout history. Among those who have played crucial roles in the fight for freedom, women have been at the forefront, enduring immense challenges to ensure that the future generations can live free from the chains of oppression. The media, as a powerful tool for communication and change, has witnessed the transformative contributions of women who have used their voices to drive social progress.
Notably, Nokuthula Khwela, a South African media entrepreneur and advocate for women’s empowerment in the media industry, demonstrates the vital role women play in challenging societal norms that constrain them.
In a recent interview, Nokuthula Khwela shared insights on the positive impact of female representation in media and the imperative for women to rise against societal yolks that hinder their potential. She emphasized the importance of creating inclusive narratives that amplify marginalized voices and promote equality. Women in the media not only have the responsibility to tell their own stories but also to advocate for those who have been historically silenced. As they continue to pave the way for a more equitable society, Nokuthula Khwela’s perspectives shed light on how empowering women in media can catalyze broader societal change, fostering a world where all individuals can lead peaceful and liberated lives. In this piece, we delve deeper into Nokuthula Khwela’s views on the role of women in media; and the necessary steps to dismantle the barriers still faced today.
Enjoy reading!
How do you think increased representation of women- particularly African women- in media can change societal perceptions and narratives about Black culture?
When African women control media narratives, we get the opportunity to tell our own stories instead of being defined by outdated stereotypes. We can challenge biases, highlights diverse experiences, and presents Black culture in an authentic, powerful way. More representation also means young girls can get role models who reflect their realities and ambitions.
As we celebrate Black History Month, what media initiatives or programs do you feel most proud of for highlighting the contributions of Black women to society?
I’m proud of the work I’ve done with Timeless Trends- my travel and lifestyle platform that spotlights African stories from our own lens. My podcast, Life as A Freelancer also highlights entrepreneurs and female-led businesses, sharing their journeys to success. Additionally, through my company, Nduli Media, I work in media relations to help African businesses gain the visibility they deserve.
In what ways do you believe storytelling and media narratives can empower disadvantaged African women and inspire them to pursue their dreams?
Storytelling is powerful because it shows what’s possible. When disadvantaged women see others who have broken barriers, it shifts mindsets from “I can’t” to “I can.” Media narratives also provide education, resources, and connections that can open doors for those who may not have access otherwise.
What specific challenges do you believe women face in the media industry, and how can the industry address and overcome these barriers?
Women in media face challenges like pay inequality, limited leadership opportunities, and bias in how our work is valued. The industry needs to create more platforms for women, ensure fair pay, and actively mentor and promote female talent.
How critical do you think mentorship and support from established women in the media are for empowering the next generation of female journalists and media professionals?
Mentorship is essential. Having a guide in the industry makes a huge difference in navigating opportunities, negotiating pay, and avoiding common pitfalls. Established women in media have a responsibility to support and uplift the next generation.
Can you share an example of how a particular media campaign or project led by women has made a significant positive impact in your community or beyond?
One example is Timeless Trends, which I launched to tell African travel and culture stories from a new perspective. While it is still growing, the platform has already started collaborating with tourism boards and PR agencies to showcase African destinations authentically. I’ve also worked on media relations campaigns with Nduli Media that has helped put women-led businesses in the spotlight.
How do you think intersectionality considering race, gender, and class should be reflected in media content to better represent the experiences of disadvantaged women?
Media should move beyond generalizations and tell stories that reflect the full spectrum of women’s experiences. A Black woman in a rural area faces different challenges than one in a corporate job, but both deserve representation. Intersectionality ensures all voices are heard, not just the most visible ones.
With the rise of digital media, how can women leverage social media platforms to raise awareness about issues affecting disadvantaged women and create a sense of community?
Social media allows women to take control of their narratives. Whether through Twitter threads, YouTube, or Instagram live discussions, digital platforms offer a way to highlight issues, connect with like-minded people, and even create movements without needing traditional media gatekeepers.
What is your vision for the role of women in the media over the next decade, especially regarding social change and advocacy for marginalized groups?
I see more women launching their own media platforms, driving policy conversations, and using digital tools to challenge injustices. The industry is shifting, and women are no longer just participants—we are becoming decision-makers who can shape real change. I also see Timeless Trends growing into a recognized platform that gives African stories global reach.
What advice would you give to young women, particularly those from disadvantaged backgrounds, who aspire to make a career in the media industry?
Start where you are. You don’t need fancy equipment or a big platform use social media, network, and be consistent. Learn as much as possible, be open to collaboration, and don’t be afraid to put yourself out there. The media industry is evolving, and there’s space for fresh voices, especially those who bring new perspectives.
BY LELUSEGED WORKU
THE ETHIOPIAN HERALD THURSDAY 27 FEBRUARY 2025
