JOURNALS

ABSTRACT

This paper examines the traditional African notion of dignity in labour, which emphasises the value of hard work, skill acquisition, and community contribution, and the emerging culture of social media-driven lifestyles, where financial success is often achieved through minimal physical effort. The traditional African ethos views labour not just as a means of survival but as an avenue for personal growth, social status, and community development. However, the rise of social media influencer culture, characterized by quick fame and the pursuit of high income with minimal labour, challenges these age-long cherished values. This paper therefore examines the implications of this cultural shift on work ethic, social values, and socioeconomic aspirations in contemporary society. The paper aims to provide a deeper understanding of how these conflicting views shape individual behaviours and societal expectations, potentially influencing future trends in work culture