Women, Voices and Visibility: How Podcasting Is Changing the South African Media Landscape
Studies have found that although the number of women working in the media has been increasing globally, the top positions (producers, executives, chief editors and publishers) are still very male dominated. This disparity is particularly evident in Africa, where cultural impediments to women fulfilling their roles in the media space (e.g. travelling away from home, evening work and covering issues such as politics and sports which are considered to fall within the masculine domain) (Myers, 2009).
The Global Media Monitoring Project (GMMP) reports that throughout the world, female media practitioners are more likely to be assigned ‘soft’ subjects such as family, lifestyle, fashion and arts. The ‘hard’ news, sports, business, politics and the economy, is much less likely to be written or covered by women.
However, podcasting seems to be shifting existing paradigms as far as the role of women in the media space is concerned. Women are visible in podcasting, not only confined to ‘soft‘ subjects, but also in spaces mostly dominated by men. In this piece, we look at female-hosted South African podcasts you should listen to.
Studs Up: Hosted by Indira Sofia Albuquerque, a Women’s Football Strategist and Sports Marketing consultant. The podcast features regular insights from prominent guests, players, and strategists moving the women's game forward. According to an article titled ‘Blowing the whistle on gender stereotypes in soccer,’ by Kirosha Naicker, women entering the soccer frequently encounter a culture of skepticism, where society misinterprets their athletic ambition as a transgression of traditional gender roles. Indira challenges the stereotype that soccer analysis, and education more broadly, are fields traditionally reserved for men. Studs Up is dedicated to changing the narrative around women's sports by exploring the business, growth, and education behind the game.
Impumelelo Mentorship Podcast: It is hosted by Nompumelelo Maduna, the first runner-up of Miss South Africa 2024, this mentorship-focused podcast creates meaningful opportunities for young people to learn, grow, and make an impact. The show brings together inspiring young leaders and activists who explore issues such as social justice, systemic transformation, and the bravery required to challenge boundaries and create change. This positions Maduna as a versatile leader who can bring together young people from diverse backgrounds to engage in meaningful, in-depth discussions on a wide range of topics.
The Conversation Capital Podcast: It is hosted by Ursula Mariani, and it creates space for meaningful conversations about issues affecting everyday life and modern society. The podcast brings together people from diverse backgrounds to explore topics ranging from entrepreneurship, youth development and personal growth to social issues, relationships, technology and mental well-being.
Through honest conversations with entrepreneurs, professionals, activists and other changemakers, The Conversation Capital seeks to share knowledge, challenge perspectives and highlight the human stories behind important issues. Its diverse range of guests and subjects makes it a platform for learning, reflection and open dialogue.
The Lebo Lion Podcast: hosted by Lebo Lion, who describes herself as “the voice of marketing in South Africa,” is an award-winning South African show dedicated to marketing, digital monetisation, personal branding, and entrepreneurship. The podcast offers young professionals, entrepreneurs, and creatives practical insights into building and growing competitive brands in an increasingly digital marketplace.
With an African perspective at its core, the podcast serves as an accessible learning platform for anyone seeking to understand the evolving world of business and branding on the continent. Through strategic conversations and insights, Lebo Lion explores how individuals and businesses can strengthen their personal brands, navigate digital opportunities, and turn their skills and ideas into sustainable ventures.
The rapid growth of women-hosted podcasts, including those tackling complex subjects once culturally regarded as male-dominated, signals a broader transformation in the media landscape. Increasingly, expertise, knowledge, and the ability to tell compelling stories are becoming more important than traditional gender expectations, creating space for anyone with something valuable to contribute to step forward and be heard.
This shift is also being supported by the growing accessibility of professional production facilities such as Image at Play. With state-of-the-art equipment and experienced professionals in videography, sound, lighting, set design, and scripting, aspiring hosts can focus on their content rather than the technical challenges of production. By providing an environment where creators can simply walk in, record, and deliver polished content, studios like Image at Play are helping make podcasting more accessible while contributing to a more diverse and inclusive media industry.
At Image at Play Studio, where some of the podcasters featured in this article have recorded their episodes, we have designed our space with the needs of women in mind. The studio includes a dedicated make-up area and a fitting room, making it convenient for podcasters who need to change outfits when recording multiple episodes.
For women looking to explore diverse topics on camera and engage with experts and guests from different backgrounds, Image at Play Studio provides a professional and welcoming environment to bring those conversations to life.
Feel free to get in touch with us to arrange a studio walkthrough or request a quotation. You can also explore our range of set designs and share your preferred setup, allowing us to create a space that suits the look and feel of your podcast.