Localism in Visual Design Redefining Kenya’s Digital Media Landscape

Abstract

Galvanized by the Covid-19 pandemic, the adoption of the digital economy in Africa is growing at an
exponential rate. Rapid digitalization is affecting all aspects of life – including the way we interact, work,
shop, and receive services – as well as how value is created and exchanged (UNCTAD, 2021. p. iv). But
amid this global media evolution, ‘we see a resurge of localism and a longing for local qualities. “Local” is
no longer just a geographic marker; it has become a quality, a value in itself (The Beach, 2008.). From a
community context, we are experiencing localized experiences that were brought upon from the extended
lock-downs. From trending “#shoplocal” hashtags that urge others to support businesses by shopping from
local neighbors; to the creation of Whatsapp forums to connect people or expand businesses – Localism
is becoming an embedded phenomenon in our digital lives. This paper aims to define, critic, and discuss
these new forms of localism, and how they are shaping Kenya’s digital landscape. Using descriptive case
study research, we shall cite three brands/groups in the Kenyan market and interrogate how their visual
designs are becoming more personalized, possess granular detail of cultural nuance, infuse community
inputs, or embed ‘local’ language in their executions; to deliver authentic and meaningful interactions
with their audiences. ‘Localism’ is one of the hallmarks of sustainism (The Beach, 2008)’ a new form
of modernism. The study aims to shed light on exemplary ‘sustainism’ tactics applied by a music band
on Instagram, a video-on-demand app on Twitter, and talented school kids on the BBC. Indeed, visual
design in Kenya is finally coming of age, bringing with it a kind of localism that links the local to the
global in novel ways. Forget aesthetics. Today, it’s about driving value.