What We’ve Learned About Fake News in Africa

Public information sharing in Kenya has become a complex mix of civic responsibility and potential misinformation, according to a recent BBC survey that offers insight into why people share unverified news.

“Maybe there is a person who didn’t know about it, and [I share the story] to avoid something like this happening to my friend,” explained one Kenyan respondent, capturing a sentiment shared by many who view information distribution as a communal obligation rather than a potential problem.

This phenomenon reflects a broader trend across Kenya, where social media and messaging platforms have revolutionized how information travels. With smartphone penetration continuing to rise throughout the country, more Kenyans than ever have the ability to instantly share news, warnings, and updates with their networks.

The impulse to protect one’s community by sharing information—verified or not—is particularly strong in regions where traditional media may be seen as unreliable or insufficient. Kenya’s media landscape has evolved rapidly in recent years, with digital platforms often outpacing conventional news sources in speed, if not accuracy.

Communication experts point out that this behavior also stems from Kenya’s strong community-oriented culture, where looking out for family, friends, and neighbors is deeply ingrained in social norms. Warning others about potential dangers, even when based on unsubstantiated information, satisfies a cultural expectation to protect those in one’s social circle.

“There’s a fundamental tension between the speed at which information travels and the time required for proper verification,” says Dr. Mercy Ndegwa, a communications researcher at the University of Nairobi. “Many Kenyans prioritize rapid information sharing over fact-checking, particularly when the perceived risk of not sharing seems higher than sharing something that might be false.”

The problem has become more pronounced during crisis periods. During election seasons, health emergencies like the COVID-19 pandemic, and natural disasters, the volume of unverified information circulating through Kenyan social networks typically spikes dramatically.

Government agencies and media literacy organizations have tried to address this challenge through various initiatives aimed at promoting responsible information sharing. The Communications Authority of Kenya has launched several public awareness campaigns encouraging citizens to verify information before sharing, while organizations like Africa Check provide fact-checking services to combat misinformation.

However, these efforts face significant hurdles. The emotional impulse to share warning messages often overrides rational considerations about source credibility. Additionally, distinguishing between factual reporting and misinformation requires media literacy skills that many Kenyans are still developing.

“When someone receives information that seems urgent or important, especially from a trusted contact, the natural reaction is to pass it along,” explains James Mwangi, a digital media analyst based in Nairobi. “The psychology behind this is powerful—people don’t want to be responsible for withholding potentially life-saving information.”

Tech companies operating in Kenya have also acknowledged their role in this ecosystem. WhatsApp, which is widely used throughout the country, has implemented features to slow the spread of viral messages, including limiting the number of times a message can be forwarded.

The phenomenon is not unique to Kenya. Similar patterns of information sharing as a form of civic duty have been observed across Africa and in other developing regions where community bonds remain strong and institutional trust may be fragile.

As Kenya continues its digital transformation, finding the balance between encouraging the positive aspects of community information sharing while mitigating the spread of misinformation remains a critical challenge. Education initiatives focusing on critical thinking and source evaluation may offer the most sustainable path forward.

“We don’t want to discourage people from sharing important information,” notes Ndegwa. “The goal should be to enhance people’s ability to distinguish between reliable and unreliable sources, not to stop the flow of information altogether.”