THE ECONOMY OF 'VIDEOMANIA' IN MALI: Exploring a new media profession and its societal impact[L'ÉCONOMIE DE LA « VIDÉOMANIA » AU MALI : Exploration d'un nouveau métier médiatique et son impact Sociétal]

In Mali, "Vidéomania" is transforming the media landscape, driven by the rise of social media and increased Internet accessibility (from 12.89% in 2020 to 34.5% in 2023). The "videomans," blending roles of content creators, citizen journalists, and influencers, establish themselves as key players. The study, based on a diverse sample of 384 individuals, explores the economic, social, and political impacts of "Vidéomania." These actors, mostly young and self-taught, influence public opinion despite economic and ethical challenges. Their content varies between authenticity and propaganda, raising significant regulatory issues. The analysis shows that "Vidéomania" has a notable economic, social, and political impact in Mali, contributing to the sociopolitical dynamics but also raising ethical and professional issues. The research underscores the importance of balanced regulation, preserving freedom of expression and ethical responsibility, to manage this major socio-economic and political phenomenon in the Malian media context.