Online Reporter
Ray Bande
Senior Reporter
GENERALLY, Zimbabweans are globally recognised for their deep resilience, warm hospitality, and rich cultural heritage, including world-renowned stone sculpture and vibrant music.
They are known for high literacy rates, strong entrepreneurial spirit, and deep respect for tradition, alongside artistic talents in dance, textiles, and wood carving.
No doubt, nudity in public spaces is not one of those things that Zimbabweans are known for!
Be that as it may, there is an emerging trend of monetising nudity on social media by some young locals that has ignited fierce debate and divided opinion.
Using nudity to make money on social media involves leveraging platforms like Facebook, OnlyFans and Instagram to monetise body exposure, often resulting in higher income through, for example, brand deals or subscriptions.
While high earners can make substantial income, this “attention economy” model carries its fair share of negative social impact on innocent and culturally sensitive Zimbabweans.
In recent times, at the centre of the debate is Queen Nadia, a Zimbabwean Facebook content creator whose rise has been swift and unprecedented.
She opened her Facebook account in November last year. In less than three months, she amassed around 3,1 million followers and generated more than one billion views within a 28-day period, placing her among the fastest growing digital personalities the nation has ever produced.
In a country with an estimated population of about 17,4 million, the scale of these figures has unsettled many observers and ignited a national conversation that stretches far beyond social media metrics.
Nudity and obscenity has not been limited to social media exposure of privates, but even in songs that are being produced by contemporary ‘musicians’ and being played in public spaces such as bars and commuter omnibuses or kombis.
Sophia Gaenssle, assistant professor of Creative Industries and Digitalisation at Erasmus University Rotterdam, published a paper in scientific journal, Kyklos, showing that nudity pays off on Instagram, entitled “Income distribution and nudity on social media: Attention economics of Instagram stars”.
Gaenssle did an empirical analysis of 500 top Instagram stars in the categories of fashion, beauty, fitness and sports, music, photo and art and food and vegan.
The data on popularity, posting behaviour and estimated prices per post indeed show a positive influence of body exposure on monetary success.
Accounts with nudity achieve higher prices and revenue regardless of gender. The research on the monetisation of nudity on social media shows the need for more awareness and dialogue on the social and cultural implications of sexualised content.
It is the basis for dialogue on the complex issues surrounding societal values, norms, ethics, and legal standards.
While Instagram stats may boost their social media income with nude content, questions arise about the sustainability of this economic model due to ethical and social concerns, particularly regarding its impact on children and adolescents exposed to such content on social media.
Zimbabwe is predominantly a Christian nation where other equally morally upright religions such as Muslim enjoy freedom of worship. For the record, nudity in the Bible is generally portrayed as a source of shame or vulnerability post-fall, often representing sexual sin, humiliation, or judgment.
Biblically, nudity is used to represent disgrace, humiliation, or stripping away of dignity by enemies, and this is crystal clear in Isaiah 47v2 and 3 and Nahum 3v5.
In relation to modesty and cultic law, priests were specifically commanded to wear linen undergarments to cover their nakedness when serving at the altar, emphasising holiness as expressed in Exodus 28v42.
Yes, there are places in Africa where at least partial nudity is considered normal in day to day life, BUT in real terms nudity is a deviation from a long-standing tradition of modesty and reverence in an African setting, Zimbabwe included.
No wonder, the broadcasting regulator has gone into full alarm mode after an explosion of viral social media clips in which some Zimbabwean content creators briefly expose explicit material for clicks, cash and clout, while children watch from the same screens.
The Broadcasting Authority of Zimbabwe (BAZ is reeling from what it described as a disturbing digital free-for-all, driven by so called “view once” videos that last seconds, but travel at terrifying speed across Facebook, racking up millions and in some cases more than 100 million views.
The clips vanish almost instantly, but not before they deliver shock value, explicit exposure and massive engagement.
In return, creators are cashing in.
Some young women behind the videos are reportedly earning thousands of US dollars in social media revenue, turning nudity into a profitable business model.
But the regulator said the cost to society is far higher.
BAZ acting chief executive, Engineer Matthias Chakanyuka, said the authority has taken note with serious concern of the spread of explicit digital content that is easily accessible in Zimbabwe, including to minors.
“The dissemination of explicit digital content by some social media content creators is of serious concern, particularly where such content is accessible to children,” said Engineer Chakanyuka.
Efforts by users to report the accounts have largely failed, with Meta repeatedly responding that the material does not breach its community standards, infuriating critics and regulators who believe that the Zimbabwean law is being openly undermined by platform algorithms.
Engineer Chakanyuka rejected the idea that foreign platforms are beyond regulatory reach and censorship.
“All broadcasting and digital content consumed within Zimbabwe is subject to the country’s legal and constitutional framework, irrespective of the platform through which such content is distributed,” he said.
He cited the Broadcasting Services Act, which places the protection of children at the centre of content regulation, and the Censorship and Entertainment Control Act, which bans the dissemination of indecent or obscene material.
“Children have a right to protection from exposure to content that is harmful to their moral and psychological development. The best interests of the child are paramount,” he said.
Fuelling public anger is the growing perception that Facebook has become a marketplace for shock content, where explicit material is rewarded with reach, money and virality, while complaints go unanswered.
Adding to the challenge, many Zimbabwean creators driving the trend are believed to be operating outside the country, exploiting global platforms while targeting local audiences.
The BAZ statement stops short of detailing exactly how enforcement will work in a borderless digital space. Still, the warning is blunt and unambiguous.
“The authority will not permit the misuse of digital platforms in a manner that violates the Constitution, national laws, or the collective moral standards of the nation,” said Engineer Chakanyuka.
