By: Sazan M. Mandalawi, a facilitator, a PhD candidate in the field of education, and a passionate blogger herself focusing on culture and the creative scene in the Kurdistan Region of Iraq.
In a conservative Kurdish society, where some girls do not display photos of themselves on their social media display image, a few have broken cultural norms, gaining millions of views and hundreds of thousands of followers. Nuha Bahadeen, Avivan Yassin known as Avi and Rezhna Husen are three Kurdish girls in their twenties who have gained fame with their vlogging camera creating YouTube content by documenting their daily life.
I have often been outspoken about the role of social media “influencers” in society and adolescent girls in particular. In the past years, I have followed three young Kurdish women in their online journeys. My curiosity in their content creation voyage is deep. So, I decide to have an extensive, heart-to-heart conversation with Nuha, 22, who led the way as the first Kurdish Vlogger, vlogging from the Kurdistan Region.
Nuha grew up in front of a camera, speaking to an online audience, creating content for YouTube and posting videos starting directly after high school. In the past four years, her 92 Vlogs have a total of nine million views, with more than one hundred thousand followers on YouTube alone. She is YouTube verified, and proudly sitting on her wall is a silver plate sent from YouTube.
I scroll through her videos; they are relatable to teenagers and young adult living in the Kurdistan Region. Her videos reflect college life, including fun challenges. The majority is lifestyle content, occasionally with her male friends – an unwelcome practice in some Kurdish households that she hopes to normalize. What takes my attention is that in one of her videos, Nuha speaks to her audience on the monthly menstrual cycle, largely a taboo in the local culture. “I have a voice, I have a platform, and I want to incorporate awareness-raising within my content,” she says.
Nuha tells me that menstruation was taboo as she grew up and wanted to shed light on this for her audience, whose demographic age begins at 15. Her Instagram page is colourful, lively, and no different to international content creators, except her content is relatable and localized to the Kurdish society. In addition, her fashion choices are not higher-end brands. In fact, in her posts, Nuha often refers to affordable fashion options.
Avi, 25, is the first Doctor Youtube Vlogger in Kurdistan, with more than 11 million Youtube video views on her channel. She began vlogging when still in Medical School. Avi’s engagement vlog has more than half a million views. The marriage proposal from fiancé Rastgo is also documented online, from preparation to standing on one knee in a public event in Sulaimaniya, where Avi is seen surprised and in tears. The couple document romantic moments, picnics, lifestyle and even common Western Youtuber video themes such as “your assumptions about us and answering your questions.” During Covid, Avi took her social media platform and medical profession to spread awareness to her young audience.
Avi’s modest fashion posts are professionally captured (perhaps having a professional photographer fiancé might just be the reason?). Her Instagram grid is bright, energetic and incorporates makeup and other daily products, with some posts tagging local brands she collaborates with. Just as you would see other social media content creators in different societies and cultures. The only difference is Avi posts in Kurdish, the brands she tags are local, and her fashion choices are relatable to the conservative community she targets.
Rezhna, 24, on the other hand, brings her exciting daily life in a small Kurdish village to an online audience on her Youtube channel, most of whom, like myself, live in the city. She gives an insight into village life through the food she cooks with her mother, the organic productions of her village, and often gives insight into certain cultural practices. In a recent TEDx talk, Rezhna said, “I wear the same outfits for my YouTube videos because that’s all I have.”
Rezhna creates real, raw content created by a young Kurdish girl who likes to refer to herself as a beekeeper. Her life does not include parties, designer labels or meals in fancy restaurants. But, then again, many of her followers do not have that lifestyle either.
In their videos, the girls speak to a camera, sometimes a mobile phone. They appear in all the colours that young girls their age can appear in: without makeup, with makeup, early morning freshness, late evening tiredness, stressed before exams and studies or conducting their daily chores. Unlike many popular public figures who give insights into their lives, Nuha, Avi and Rezhna are Kurdish girls grounded in cultural norms, with lives relevant to most of their audience.
Nuha tells me, as a content creator, she is always careful not to make a mistake. I smile, knowing too well, online bullying in the comments sections can come like a sudden, intense, never-ending thunder with a lot of lightning. Yet, all three girls are resilient to continue creating local Kurdish content for their online audiences.
The young Youtuber women are outspoken, confident, and naturally receive their fair share of negative comments, yet have attracted large views. Unlike well-known Youtubers in the Middle East, the income generation for these young Kurdish women is still in its early stages. Nuha has collaborated with recognized telecommunication companies, while Avi and Rezhna have partnerships in some of their content.
In our conversation, Nuha tells me Youtube content creation and her Instagram is her full-time job as a student. “Slowly, companies realize our voice and influence to market their products.” She says. Although, personally, I question the choice of companies and who they decide to collaborate with for marketing and advertising purposes, often resorting to “influencers” who do not reflect or relate to the Kurdish society and audience that they target.
Through their videos and content, I observe that Nuha, Rezhna and Avi interwove public message and awareness-raising where possible. All on different issues and aspects in society. Although Nuha admits that controversial content is what “brings lots of views.”
Despite the cultural barriers in a Kurdish conservative society, I observe family support among these young Youtuber women as a common factor in their online presence. Interestingly, both Nuha and Rezhna’s parents did not complete their education due to the Region’s instability. Still, both girls agree their families have not opposed their decision to document their lives online despite some of the negative responses of some extended family members.
I often see Rezhna’s father and mother appear in her videos dressed in their traditional clothing. In one video in particular, Rezhna organizes and celebrates her birthday. She decorates a small area outside their village home, dresses in traditional Kurdish clothing, does her makeup and even invites her parents for tea, cake and a photo shoot—a reminder to her audience about simplicity, the importance of family bonds and creating your own happiness.
When social media content creators impact the lifestyle, thinking, and actions of young people with much negative influence, these young Kurdish women have proven not all content is harmful content.
Copyright photos: Nuha Bahadeen