UNDERSTANDING THE SOCIAL MEDIA BARGAIN: THE IMPACT OF DATA PRIVACY ISSUES AMONG URBAN YOUTH IN BOTSWANA

Abstract

Social media platforms present themselves as free to users, but they operate by collecting and monetising personal data. This creates a clear tension between digital access and personal privacy. In Botswana, as in many emerging economies, young people use these platforms daily for communication, work and social connection. However, little is known about how they understand the privacy trade-offs they make. This study had three main objectives. Firstly, to examine how urban youth in Botswana negotiate the exchange of their personal data for access to social media. Secondly, to assess whether they are adequately informed about their legal rights regarding data privacy. Thirdly, to identify gaps between Botswana’s legal protections and young people’s lived experiences of data privacy. The research used a qualitative design. Semi-structured interviews were conducted with 15 urban youth aged 18–30 who actively use social media platforms. A content analysis of Botswana's Data Protection Act (2024) and the Cybercrime and Computer-Related Crimes Act (2018) was also conducted. The findings show three things. Most young participants had a limited understanding of digital privacy. They often equated privacy with hiding their profile or restricting posts to friends. Few knew their rights under Botswana's data protection laws. At the same time, they saw clear benefits to using social media, including social connection and income from online work. Many accepted data sharing as a normal and unavoidable part of using these platforms. The study also found significant gaps in how existing laws are enforced and communicated to the public. This research contributes to the growing literature on data privacy and digital governance in the Global South. It provides empirical evidence from Botswana, a context that has received little attention in this field. The study concludes that legal reform alone is not enough. Effective protection of young people's data requires targeted public education about digital privacy and stronger regulatory enforcement. Without these steps, the social media bargain will remain unbalanced, with users bearing most of the risk.