Being a public figure or socially a celebrity also comes with both positives and negatives. The attention one gets and sometimes even favours, may compel one to believe that such individuals are living heaven on earth.
But one flip of the coin reveals another side of their life, one that is not enviable.
The public scrutiny they are subjected to at times gets to worrying levels, especially on matters that can be classified as private and personal. The treatment the celebrities receive in every society at times borders on cyberbullying.
In one case, Film Association of Malawi president Dorothy Kingston dragged one of her alleged assailants to court. The case is yet to be concluded.
The conduct is not something they are taking easy. They admit it is a source of strain they can do without.
In an interview with Chill, one of the country’s most followed female artists Temwah said although she shares her life with the public, nobody deserves to be torn down because of their perceived mistakes.
Temwah said she has of late been one of the victims of negativity and bullying on social media because of things that are personal to her.
Said the artist: “I always try to rise above it and stay composed because I don’t owe anyone an explanation. But the truth is that it hurts. I may be in the public eye, but I am still human. I have feelings and emotions.
“Words have the power and the hate speech does not only affect me, but also loved ones. It is not nice and it is hurtful.”
The Tumeni hit maker said it has even become impossible to encourage young women to pursue careers that thrust them in the public gaze because the hate they are being subjected to is excessive.
On his part, amapiano musician Zeze Kingston said the conduct is bad and he has at times reached out to friends who take such targeted attacks so badly.
“There is no denying that such conduct is bad, but I have trained myself to hold such things as someone’s opinion. Sometimes I do not go through the comment sections because clearly some people just want to gain fame using our names. Sometimes I just delete the comments,” he said.
Clinical psychologist Professor Chiwoza Bandawe of Kamuzu University of Health Sciences said the conduct has a psychological effect on the artists.
He said celebrities are human beings and they feel it as a violation of their private space and in the end they can become depressed, anxious and more withdrawn.
Said Bandawe: “Even though they are public figures, but they also have a private life which is not given attention. The long lasting problems can arise due to the stress or being in a constant state of being upset or fear can lead to numerous problems. “
He said the most important thing is not to get caught up with the attacks by not engaging in the social media or read the comments.
Mikozi Online is one of the most followed social media platforms in the country, commanding a followership of over 1.2 million.
In an interview, Mikozi Online lead Bright ‘Excess’ Chiligo said the thirsty for entertainment has triggered many to beyond entertainment to becoming bullies.
He said: “People often forget celebrities are humans. At Mikozi we have learnt to understand the line between what is entertainment and what goes beyond it. We always control our content and continuously ask celebrities to approve stories before publishing.”
Commenting on the trend, media and communication scholar Jimmy Kainja said although public figures attract attention due to their status, there is a fine line between public interest and intrusion into their private lives.
He said: “In Malawi, celebrities influence society like elsewhere, and people feel entitled to know about their lives. However, the scrutiny can become excessive, especially when it shifts from accountability to personal attacks or gossip-driven narratives.
“Some argue that celebrities invite scrutiny because they are in the public eye, but that does not justify harassment, misinformation and character attacks.”
Kainja said platforms such as Facebook, Tik-Tok and WhatsApp have made sharing unverified rumours, doctored images and defamatory content easier.
He also blamed some influencers and gossip pages that thrive on scandalous content, which fuels the cycle of online bullying.
“Social media algorithms amplify controversial topics, making it difficult for celebrities to control their narratives once negative news goes viral on social media platforms,” said Kainja.
He also blamed the weak and selective enforcement of the Electronic Transactions and Cybersecurity Act of 2016 and Section 21 of the Constitution of Malawi, which protects individuals, including celebrities, from unlawful invasion of privacy, defamation and cyber harassment.
“Evidence shows that these laws are enforced when the perceived victims are powerful politicians or involve political interests. As a result, many public figures do not pursue legal action due to a lack of awareness or fear of further public backlash,” said Kainja.
