Faces you don’t see in the media

Representation in media matters because it validates existence. When people see themselves reflected on screen, in print, or online, it sends a powerful message: “You belong. Your story matters.” Conversely, absence from media narratives can contribute to marginalisation. In Tanzania, for example, rural communities, persons with disabilities, women in certain sectors, and ethnic minorities often receive minimal coverage unless there is a crisis or scandal. Their everyday struggles, achievements, and perspectives are rarely highlighted, leaving the public with an incomplete understanding of the society they live in.

One critical area where representation is lacking is gender. Women continue to be under-represented in newsrooms and on-screen roles, particularly in positions of authority or expertise. When women are visible in media, they are often portrayed through narrow stereotypes focused on appearance, domesticity, or secondary roles. Such portrayals perpetuate limited societal expectations and diminish the contributions women make in business, politics, science, and culture. Representation is not about tokenism; it is about fairness, accuracy, and inclusivity in storytelling.

Youth representation is another concern. While young people are often portrayed as trend-followers, social media addicts, or troublemakers, their active roles in social change, innovation, and civic engagement rarely make it into mainstream narratives. In reality, young Tanzanians are leading initiatives in entrepreneurship, climate action, and digital innovation, yet these efforts seldom receive consistent media attention. Failing to showcase positive youth contributions not only misrepresents society but also deprives younger audiences of role models who reflect their potential.

Media representation also extends to marginalised groups such as persons with disabilities. Far too often, these individuals are depicted through a lens of pity or charity, rather than as active participants in society. Stories focus on their challenges but rarely on their achievements, skills, or agency. This lack of balanced portrayal reinforces societal barriers and deepens stereotypes, creating a cycle of invisibility and exclusion.

Cultural and ethnic diversity in media is another area demanding attention. Tanzania is home to over 120 ethnic groups, each with unique traditions, languages, and histories. Yet media coverage often prioritises urban-centric or dominant cultural narratives. Traditional practices, local art, and rural experiences are under-reported, leading to a skewed perception of what it means to be Tanzanian. By failing to reflect this rich diversity, media limits public understanding and contributes to cultural homogenisation.

The consequences of poor representation are profound. Media not only reflects society but shapes it. It influences public opinion, policy priorities, and social norms. When certain groups remain invisible, their needs, perspectives, and contributions are overlooked. Representation is therefore a matter of social justice, giving voice to those who might otherwise be unheard.

The good news is that positive change is possible. Media organisations can take deliberate steps to improve representation. This includes diversifying newsroom staff, engaging with communities, and actively seeking out under-represented voices. Content creators can highlight stories from diverse backgrounds, ensuring that media is inclusive and reflective of the society it serves. Moreover, audiences play a role by demanding inclusive coverage, supporting diverse creators, and critically evaluating the narratives they consume, they help drive systemic change.

Representation is not merely about filling gaps; it is about creating a media landscape where all members of society see themselves accurately and respectfully. It is about challenging stereotypes, celebrating diversity, and building a more informed and inclusive public dialogue. The faces you don’t see in media are not absent—they are waiting to be acknowledged, valued, and amplified. Ensuring their visibility is not just good journalism—it is essential for a fair and equitable society.

In conclusion, representation in media is a reflection of societal values. By addressing who is seen, how they are portrayed, and whose stories are told, media has the power to shape a more inclusive and empathetic society. For Tanzanian media, the challenge and the opportunity lies in bringing those hidden faces into the spotlight. After all, a society that sees all its members clearly is a society that truly understands itself.

Angel Navuri is Head of Advertising, Partnerships and Events at Mwananchi Communications Limited