Competing Narratives of Development: Social Media, Digital Finance and Sustainable Gold Mining in Africa

Abstract Beginning with the transformation of African economies from both digital innovations and developing natural resources along with changes in communication channels, it is becoming clear that there is a growing interdependence of all three. Digital finance and sustainable gold mining have individually received a fair amount of attention in recent years. However, the comparative lack of scholarly attention to date regarding how social media creates competing narratives about both of these areas of business development, and thus influences public perception of them as contributing to Africa’s long term development is significant. Utilising a qualitative methodology for this conceptual study, we perform a thematic narrative synthesis of published academic literature, theoretical scholarship and relevant policy documents (Braun and Clarke, 2021; Creswell and Creswell, 2023). As such, the purpose of this paper is to explore how digital communications create multiple visions of economic development throughout the African continent. Through the use of Self-Branding theory (Khamis, Ang and Welling, 2017), Networked Publics (Boyd, 2010), Connective Action (Bennett and Segerberg, 2012), Agenda Setting Theory (McCombs and Shaw, 1972) and Framing Theory (Entman, 1993), we identify how various actors including influencers, government organisations, private sector companies and civil society organisations attempt to achieve credibility, validity and trust through their utilisation of digital platforms. Ultimately, our findings demonstrate that cryptocurrency and sustainable gold mining have become symbolic representations of larger debates concerning issues of financial inclusion, environmental sustainability, good governance and economic independence. Furthermore, we argue that social media serves not just as a conduit for information but also as a forum in which different actors compete to gain authority and control over the direction of policy debate while shaping public opinion regarding what constitutes effective development. In conclusion, this paper adds to ongoing discussions about power, policy and practice by presenting an interdisciplinary theoretical framework that combines theories of communication studies, media studies and development studies to describe how digital narratives are increasingly influencing the ways in which Africa is positioned in the rapidly changing global economy and political landscape.