Mmatsheko Mosito

SABC, South Africa

Title: From Object to Architect: Reclaiming the Narrative of Women in Media

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Biography

Mmatsheko Mosito is a highly accomplished radio and television broadcaster from South Africa, working for The South African Broadcasting Corporation. (SABC)

Renowned for her versatility and professionalism, Mmatsheko seamlessly balances entertainment and gravitas.

With over 17 years of experience in the media and entertainment industries, Mmatsheko’s success is rooted in her background as a broadcaster and cultural curator and agricultural communicator. Having honed her skills on radio and television where she regularly engages audiences with nuanced storytelling and thought-provoking discussions,

Mmatsheko brings a wealth of expertise and poise to live events. Her years of experience as a host, producer and interviewer give her a deep understanding of audience dynamics, event structure, and the art of creating meaningful connections.

Her ability to think on her feet, combined with her refined public speaking skills, allows her to adapt effortlessly to different event settings. Whether presiding over a high-profile awards ceremony, facilitating panel discussions, or engaging attendees at a conference, Mmatsheko’s presence elevates the occasion. 

Abstract

The traditional discourse on women and media often centres on imbalance — focusing on underrepresentation, stereotyping, and exclusion. While these are valid concerns, they tell only part of the story. In this presentation, I argue that women in media are not merely passive subjects of representation but active architects of new, liberating narratives. Drawing from my own journey as a South African broadcaster and media professional, I highlight how women in media are reclaiming power not only through visibility but through authorship, agenda-setting, and mentorship. This work is both reflective and practical, combining lived experience, qualitative data, and relevant media research to present a framework for transformation in how we see — and hear — women in media today.

Objectives:

1. To explore the evolving role of women within media industries across Africa and the Global South.
2. To examine how female-led media narratives disrupt stereotypes and expand societal perceptions of gender.
3. To present real-world strategies for increasing women’s influence as media creators, curators, and decision-makers.
4. To foster dialogue on how media platforms can be leveraged for intersectional empowerment and social change.

Scope: This presentation focuses on women in broadcast and digital media, particularly in the African context, while drawing parallels with global trends. It includes perspectives from arts, business, and agriculture — industries where media visibility is influencing tangible outcomes for women.

Methods:

1. Qualitative analysis of interviews and conversations conducted on radio and television with women leaders in multiple sectors.
2. Autoethnographic reflection based on two decades of firsthand experience as a woman in media.
3. Case study review of selected African women-led media initiatives.
4. Literature integration of global research (e.g. UNESCO, AWiM) to anchor the presentation in relevant academic discourse.

Results:

1. Evidence of shifting narrative power — from being represented to becoming the representers.
2. Documentation of how women in African media are redefining traditional gender roles and societal expectations through strategic storytelling.
3. Recognition of mentorship, content ownership, and cross-sector collaborations as critical accelerators for women’s agency in media.

Conclusion: Women are not waiting to be better represented in media; they are actively rewriting the script. By owning the narrative, claiming space, and mentoring others into visibility, women are transforming media from a site of exclusion to a tool for empowerment. The future of inclusive media lies not just in the faces we see on screen, but in the voices that shape the agenda behind the scenes.