As a media and communications graduate, I find it hilarious to see the toll of influencers flooding the industry.
Is there a need to pursue studies in media and communications or must we let those with huge followings take over this sector?
The rise of influencers has sparked a heated debate about the relevance of formal education in the media industry. The media landscape has undergone huge changes in recent years, with the proliferation of social media platforms and the democratisation of content creation.
Influencers have emerged as key players in this new ecosystem, leveraging their huge followings and engagement to promote products, services, and ideas.
While some may view influencers as a welcome disruption to the traditional media hierarchy, others see them as a threat to the foundations of the industry.
The media sector has been relegated to a state of disrepute, primarily due to the influx of untrained individuals who have commandeered the space.
It is disheartening to see people with no grounding in media principles and fundamentals calling the shots, producing subpar content, and masquerading as experts.
Unfortunately, our government and its related organisations have perpetuated this trend.
Instead of hiring qualified journalists, communication experts, media producers, and other professionals with relevant expertise, they’ve opted to bring in influencers who lack the necessary training and experience.
This undermines the integrity of the media industry and sets a dangerous precedent, suggesting that credentials and expertise are no longer valued.
As someone who has invested time, effort, and resources into studying media and communications, I firmly believe that formal education provides a solid foundation for success in this field.
The skills and knowledge acquired through rigorous academic programmes, in-service training, and practical experiences are imperative for navigating the complexities of the media industry.
From understanding the nuances of media theory and criticism to developing expertise in content creation, production, and distribution, formal education provides a comprehensive understanding of the media ecosystem.
While influencers may have mastered the art of self-promotion and audience engagement, their expertise is often limited to a specific niche or area of interest.
Moreover, the influencer culture is built on a fragile foundation of likes, shares, and followers, which can be fleeting and unpredictable.
In contrast, formal education provides a robust framework for understanding the media industry’s history, theories and practices.
This foundation enables media professionals to adapt to changing circumstances, think critically, and innovate creatively.
Furthermore, the ethical considerations surrounding influencer-driven media content must be addressed. Traditional media professionals adhere to journalistic standards, ethical guidelines, and regulatory frameworks that govern their work’s accuracy, fairness, and accountability.
Conversely, influencers often operate outside these boundaries, prioritising personal brand growth and sponsorship deals above objective reporting. This lack of oversight has led to concerns about misinformation, biased narratives, and the monetisation of misleading content.
Without proper industry regulation and ethical training, influencer-driven media risks eroding public trust in information sources, further blurring the line between credible journalism and promotional content.
The same issue extends beyond media and journalism — it is also evident in the acting industry.
Many production houses, particularly in SA, have prioritised hiring influencers above trained actors, simply because of their social media reach. This has led to a concerning trend where people with little to no formal acting training take on leading roles, often delivering subpar performances that lack depth, technique, and the ability to fully embody a character.
As a result, the industry is slowly being stripped of its artistic integrity, leaving many drama and performing arts graduates questioning the value of their qualifications. If having a large following is now the only prerequisite for landing roles in television and film, what does this say about the future of art-based education and the credibility of the entertainment industry?
Additionally, this discussion cannot overlook mentorship and structured career development.
Unlike influencers who rely primarily on trial-and-error methods, media and performing arts professionals benefit from structured learning environments, mentorship from seasoned experts, and access to a wealth of industry resources.
These elements contribute to cultivating well-rounded professionals who understand storytelling, character development, audience psychology, and strategic messaging.
The industry can create a space where knowledge-sharing enhances media credibility while embracing digital evolution by fostering mentorship programmes that integrate formally trained professionals and experienced influencers.
However, for this to happen, there must be a balance that does not disregard the expertise and artistic training of those who have dedicated years to mastering their craft.
Rather than pitting formal education against influencer culture, I propose a hybrid approach that combines both strengths.
Media professionals can learn from influencers’ expertise in audience engagement, content creation, and social media marketing.
However, in adopting this balanced approach, preference must be given to media and communication studies graduates, as well as those in related fields, who possess the theoretical foundations, practical skills, and industry-specific knowledge.
Only after exhausting this pool of qualified talent should we consider incorporating influencers and other non-traditional professionals into the media landscape.
We can ensure the industry maintains its integrity and continues to produce high-quality content by prioritising the expertise of formally educated media professionals.
Ultimately, it is up to us to reclaim our profession’s integrity and assert the value of our skills, knowledge, and experience in the face of a rapidly changing media landscape.
Lindokuhle Tonono, honours degree student in integrated organisational communication at Unisa, writing in her personal capacity.
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