In today’s world, where consumers demand brands to represent more than just profit, collaboration between corporations and advocacy organisations has come out as a working strategy for promoting meaningful change.
Stories have power. They influence how we see the World, our beliefs, and even the choices made by leaders. However, if only a few groups get to tell the story, it becomes incomplete and often unfair. For this reason, many voices should be represented in media, films, and other ways of storytelling.
Back then, major news outlets, TV, and radio broadcasts played the main role of informing the public before social media platforms, gossip columns, and tabloids gained influence.
The ever evolving technology has reshaped how we live, work and connect. Everything that we could do before can now be done by a simple click. “Technology has become an integral part of our lives. From the moment we wake up to the time we go to bed, we use technology in some way or another” said knbbs-sharer.
The art of storytelling remains an important tool for creativity, while also serving as a pathway for teaching and learning, especially in the digital era. Forbes notes that people are naturally drawn to stories because they evoke emotions, build empathy, and make information easier to relate to. When a brand tells a story, it forms a deeper connection with its audience, building trust, belonging, and loyalty.
South Africa’s newsrooms no longer look like they did under apartheid. By 2018, women made up 49% of staff across media houses, with big players such as Media24 (57%), Tiso Blackstar (54%), and the SABC (50%) reporting female-dominated workforces. The transformation by race has also been significant: black journalists now form the majority in most newsrooms.