Online Reporter
Ranson Madzamba
In this new media world where citizen journalism is spreading like veld fire, it seems the majority of people on social media platforms are now “journalists”.
THEY are publishing and broadcasting news stories, reaching thousands, if not millions, of people.
Some are content creators and are doing it for money, whilst others are turning themselves into newsrooms and making money as well. The more views they have, the more money they are making.
Some are just active in narrating various issues on these platforms and are not into making money at all. Some pundits will tell you that social media platforms have democratised the media space. Citizen journalism, in some instances, is, however, rendering some media laws and ethics useless.
It is against such a background that a number of organisations, including some Government ministries and parastatals, are now creating robust communication and advocacy departments.
They want to be safe and sound in this citizen journalism-infested world.
They want to curb misinformation about their organisations. They have a brand and reputation to protect.
Communication and advocacy and the “views” theory
Communication and advocacy is mainly about shaping reputation, building trust and influencing key audiences. It involves issues such as stakeholder engagement, message consistency, long-term planning and credibility.
In this new media world where organisations are now active on social media platforms, some communicators are spending much of their time focusing on how to grow views or followers on their platforms.
It sounds like advocacy is more about having many views and followers — then the rest follows.Some organisations would tell you, the more views they have, the more they have better sales.
Their brand visibility would even be enhanced. Such is the power of having more interactive views.It, however, has to be taken into account that views do matter, but only when you understand what they actually do, and do not do, in communication and advocacy. We must always treat them as a signal, not a verdict. When something gets massive views, it can influence what journalists and institutions pay attention to.
A viral campaign may be picked up by outlets like this publication (The Sunday Mail), The Herald, The Sunday News, The Manica Post, ZTN, ZBC-TV, giving it added legitimacy. This is where views can indeed translate into broader impact by crossing into the mainstream media and policy spaces.Large numbers indeed create a psychological effect. People tend to see widely viewed content as important or credible.
However, this can be misleading if the underlying content lacks accuracy or depth.
High visibility increases scrutiny.
A poorly framed message that gains traction can damage credibility quickly.
In communication and advocacy, this is critical, as reputation built over years can be undermined by one widely viewed misstep.
A campaign can go viral yet fail to change behaviour, policy or institutional practice.
This is the central weakness of the views-to-impact assumption.
Views do not mean endorsement since visibility can attract opposition, too.
Views do not also even guarantee action as the majority of viewers have a higher probability of remaining passive.
Views amplify messages, but they do not complete them.
Real impact comes from what happens after the view, as well as how people interpret, trust and act on what they have seen.
The relationship between communication and advocacy, the mainstream media and the social media views discourse is often misunderstood. Reducing communication success to likes, shares or views ignores how influence actually works across these interconnected spaces.Professional communication and advocacy go far beyond posting on social media or chasing high view counts.
While platforms like Facebook, X (formerly Twitter) or Instagram can amplify messages, they are only tools, not the essence of effective communication and advocacy.Views become meaningful when they are linked to deeper outcomes, like having increased public understanding of an issue and engagement beyond clicks.
A campaign that quietly changes policy or strengthens institutional trust may have far more impact than a viral post. The bottom line is that views are most powerful when they are part of a broader communication ecosystem, not the endpoint.
Mainstream media still sets the agenda
Media outlets like this publication, ZBC-TV and ZTN continue to play a gatekeeping role in our beautiful country.
They validate issues, frame narratives and reach audiences that social media alone may not. When communication and advocacy efforts secure coverage in credible media, they gain legitimacy and often influence policymakers and institutional actors.
The social media views discourse reflects a narrow understanding of communication.
Communication and advocacy operates in a broader ecosystem where credibility, relationships and real-world outcomes matter more than raw visibility.
Social media is powerful, but it is most effective when aligned with thoughtful communication and advocacy strategy and reinforced by trusted mainstream media.
At its core, professional communication is about clarity, credibility and purpose.
It involves crafting messages that are accurate, well-researched and tailored to specific audiences such as policymakers, stakeholders or communities.
Advocacy requires understanding the issue deeply, using evidence-based arguments and presenting them in ways that influence decision-making.
This might include writing policy briefs, delivering speeches, participating in community meetings or engaging directly with decision-makers.Another critical aspect is building relationships. Communication and advocacy is often sustained through trust and collaboration with others, be it organisations or community leaders.
Face-to-face engagement, networking and dialogue are essential in building credibility and achieving long-term impact.
A viral post may raise awareness, but lasting change usually comes from consistent engagement and strategic partnerships.
Ethics and professionalism also play a key role. The mainstream media avoids misinformation, respects diverse perspectives and maintains integrity. It sets the agenda on various national issues.In addition, communication and advocacy should aim not just to attract attention but to create meaningful understanding and inspire constructive action.All in all, professional communication should be measured by the quality of engagement and real-world outcomes they achieve, not just online popularity.
Ranson Madzamba is a communication science DPhil student with the Bindura University of Science Education.
