From the earliest oral traditions to the modern digital landscape, the power of storytelling has remained constant, transcending media and formats to convey complex ideas, evoke emotions, and forge connections. 

In journalism, storytelling assumes a particularly vital role, enabling journalists to breathe life into facts and figures, to humanise statistics, and to render the intricacies of the world around us in a manner that is both accessible and impactful.

Welcome to the April edition of the Young Professionals Initiative newsletter. In this newsletter, we’ll explore why storytelling matters in journalism, how storytelling amplifies marginalised voices, and we speak to a seasoned storyteller.

Thank you for reading!

Cwayita Nondula

Acting content editor of I’solezwe lesiXhosa in South Africa and a member of the INMA Young Professionals Committee

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Why storytelling matters in journalism

Storytelling is the lifeblood of journalism, transforming facts into captivating narratives that inform, inspire, and resonate with readers. While fact-based reporting is essential, storytelling brings stories to life, fosters empathy, and drives engagement. 

Off the top of my head, the Maasai Olympics and the Miners Shot Down are perfect examples of storytelling. Let us dive right in and explore them, shall we?

In the heart of Maasai land, a revolutionary shift in cultural practice is taking place, highlighted by the inspiring annual Maasai Olympics. This extraordinary event, founded in 2012 by Maasai elders in collaboration with Big Life, stands as a beacon of hope — championing gender equality and promoting conservation efforts in a community long known for its lion-hunting traditions.

Here, sport becomes a potent catalyst for transformation, marking a significant departure from age-old customs.

Once revered for their prowess in hunting lions, the Maasai warriors have now redirected their skills, competing for medals in various athletic events. The Maasai Olympics divert young men from what was once a rite of passage and instead glorifies the triumphs of teamwork, camaraderie, and sportsmanship.

By opting for sport over bloodshed, the Maasai have not only preserved wildlife but also set the stage for community-led change.

A core aspect of this initiative lies in its empowering of women, who for generations have been expected to conform to traditional roles. The Olympics provide a platform for these fearless females to showcase their talent on the track.

Among these trailblazers is 19-year-old Valentine Naisimoi, who, during a recent event, voiced her aspirations candidly: “Many women from my community are expected to fit traditional roles. They’re just there to be married,” she reflected, highlighting the challenges her peers face.

For Valentine, the Maasai Olympics offers more than mere competition; it represents ambition and a chance to redefine her place in society. Inspired by Kenya’s athletics sensation Mary Moraa, she aims for not just personal glory but a broader recognition of women’s potential within her culture.

Each race is a statement, a rallying cry that women, too, can aspire for greatness in a world often reluctant to concede them such opportunities.

The impact of the Maasai Olympics transcends personal narratives, encapsulating a larger movement for social justice. It fosters a culture where education and empowerment are intertwined with athletics, demonstrating how sport can be a tool for catalyzing change. 

Meanwhile, in another arena of powerful storytelling, Rehad Desai’s critically acclaimed documentary Miners Shot Down bold-facedly confronts the dark side of South African labour relations.

This forensic exploration of the tragic events of August 2012, where 34 miners lost their lives during a wildcat strike, utilises striking visuals and eyewitness accounts to illuminate the grim realities of workers who fought for their rights. The documentary’s unsettling imagery and revelations challenge the official narratives, sparking outrage for accountability and justice still echoing long after its release.

Both the Maasai Olympics and Miners Shot Down exemplify extraordinary storytelling that resonates. They exemplify the capacity of journalism to inform and inspire, serving not only as a chronicle of events but as a fervent call to action for social justice.

By amplifying the voices of the oppressed and advocating for change, these stories remind us of the profound power held within narratives to ignite reform. 

Amplifying marginalised voices: social journalism and storytelling in South Africa

As the content editor of I’solezwe lesiXhosa, I have had the profound privilege of witnessing how the art of storytelling can deeply resonate within our vibrant community.

Nestled in the breathtaking Eastern Cape — a region rich in natural beauty and cultural heritage — our publication has long served as a mirror reflecting the complexities of our socioeconomic dynamics.

The Eastern Cape, known for its stunning landscapes and diverse wildlife, is a paradise for tourists. However, it is also the poorest province in South Africa, grappling with soaring unemployment and pervasive poverty. These pressing issues lurk in the narratives we cover, reminding us of the stark realities faced by our local communities.

Despite these challenges, our province is a fertile ground for resilience, creativity, and hope. At I’solezwe lesiXhosa, we are dedicated to sharing stories that illuminate the unique experiences and hidden gems of the Eastern Cape, showing how rural communities are developing tourism, preserving cultural heritage, and generating income.

One such enlightening tale is that of Ncumisa Somakepu’s charming Bed & Breakfast (B&B) located in the picturesque Noqhekwana village on the Wild Coast. Her B&B invites visitors to immerse themselves in rural life, enjoying freshly harvested seafood and traditional cuisine cultivated in organic gardens.

By amplifying stories like Ncumisa’s, we provide a platform for marginalised voices, highlighting their distinct perspectives and challenges. Our commitment lies in unearthing and telling the stories often overlooked — the tales of struggle and resilience emanating from the heart of our rural regions.

A poignant example resides with an elderly woman from Mcwangele who lived in a shack with her grandchildren, vulnerable to harsh weather. Our report initially shed light on her plight, but it was our follow-up story that revealed the municipality’s failure to honour its promise of providing her with a new home.

This resulted in the community rallying together in action, ultimately leading government officials to step in and construct a temporary house — significantly improving her living conditions.

Furthermore, our reporting has illuminated the struggles of communities such as Phelandaba in Molteno, where residents were confined to using malfunctioning communal taps to access the most basic necessity — running water.

Our exposé unearthed this critical issue, triggering a wave of response that ultimately granted the community access to clean water following our publication. This is the undeniable power of journalism; it doesn’t merely highlight challenges — it holds those in power accountable.

As we celebrate a momentous decade of service to our community, we take pride in our role as the watchdog of the Eastern Cape. Our mission has been unwavering: to amplify our people’s voices, tell their stories in their own language, and keep those in power accountable.

We are not just chroniclers of this breathtaking province; we are passionate storytellers — along the rugged coastline, scenic beaches, rolling hills, and majestic mountains lie untold stories waiting to be uncovered.

To honour this milestone, we reaffirm our commitment to our fundamental role as storytellers. We look forward to continuing to share the vibrant and unique narratives that comprise our community, making I’solezwe lesiXhosa not just a newspaper but a crucial part of the Eastern Cape’s cultural fabric.

Telling the story: insights from a seasoned storyteller

In an era where information is abundant and attention spans are limited, the art of storytelling in journalism has never been more crucial. 

South African journalist Johnnie Isaac, a seasoned reporter with years of experience, recently shared his insights on the essential role effective storytelling plays in today’s media landscape.

What drives you to continue telling stories, and how do you stay passionate about your work?

Here’s what drives me and keeps the fire lit: a mix of purpose, habit and unfinished business. The burning desire to uncover the truth, or simply the thrill of the chase, drives me to expose injustices and amplify the voices of the voiceless — all of which continuously fuel my passion. 

How do you think storytelling can be used to make complex or nuanced topics more engaging and accessible?

Storytelling is one of the most effective ways to make complex or nuanced topics more engaging and accessible. It establishes an emotional connection because people relate to stories on an emotional level, making abstract or technical information more memorable.

I’ll make an example with my current storytelling role. Instead of simply listing SANRAL’s transformation plans, telling the story of a black contractor who benefited from them adds a more human touch.

It simplifies complexity. In the case of SANRAL [the South African National Roads Agency Ltd.], using real-life scenarios instead of technical jargon makes the information more relatable. It provides context. Rather than presenting raw facts, a story helps people understand why something matters.

For example, if you’re writing about SANRAL’s road upgrades, telling the story of a rural family who benefits from safer roads makes the impact clearer.

How do you balance the need to convey accurate, factual information with the need to craft a compelling narrative?

Keep your footing firmly on the facts while moving the audience forward with a story that grips them. Lean on a few key principles. Facts are the spine, and you don’t bend them to fit the tale. Structure matters, too. You don’t just list events; you build a thread.

What opportunities or challenges do you think storytelling in journalism will face in the future?

Storytelling in journalism is venturing into a vast and unpredictable landscape of opportunities to captivate and inform, but it is also fraught with challenges such as truth erosion and misinformation that could hinder its progress.

Some of the challenges include misinformation, AI-generated hoaxes that could lead people to doubt even legitimate stories. Additionally, there are tech access gaps, as not everyone has access to high-speed Internet, which could leave rural areas and low-income communities disadvantaged.

What advice would you give to young journalists who want to harness the power of storytelling in their work?

To young journalists looking to harness the power of storytelling like a professional, it’s about grabbing attention, holding it, and delivering the truth with impact, all while honing your craft.

Start by finding the human pulse. Identify the beating heart of your story — a person, a moment, a voice. Master the hook. Cut out the fat; every word fights to stay. If it doesn’t push the story or reveal something new, kill it. Edit like you’re carving stone. Show, don’t tell.

As we turn the page on this edition, we ask: What’s your take on the future of storytelling in journalism? Do share your thoughts. We’re all ears!

About this newsletter

Today’s newsletter is written by a member of the INMA Young Professionals Committee (YPC), part of the INMA Young Professionals Initiative. The initiative seeks to engage under-30 rising stars to elevate news media, guide the INMA community, and bring new life and energy to an industry undergoing transformation. 

E-mail Anna-Katarina Kölbl, committee chair, at anna-katharina.koelbl@funkemedien.de with thoughts, suggestions, and questions.

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