Promotion Of Indigenous Languages and Culture through Social Media

Abstract

Internet linguistics concerns itself with how language is used on digital platforms such as blogs, social media, etc. The use of language on digital platforms has recently gained scholarly attention; as a result, the sociolinguistics of the e-community has become a case of analysis in the field of linguistics. One of the ongoing contributions made by the e-community is the promotion of language and culture through social media platforms. The social media platforms such as Twitter, Facebook, TikTok, and Instagram are used as meeting places for engagement in discussions around language and culture. The sharing of information and engagements on social media is possible through features such as posts, group charts, and spaces. Moreover, the use of language on social media platforms is given attention in response to the UNESCO’s declaration of a Decade (a period between 2022 and 2032) of Indigenous Languages. Therefore, this chapter demonstrates how indigenous languages and cultures gain popularity in digital spaces like social media. This is done the showcasing of the best digital practices which are central to the promotion of indigenous languages and their cultures. Therefore, this chapter demonstrates the role of social media in the promotion of the Sepedi language and culture. The cases of analysis are Facebook, Twitter, and TikTok. The mentioned social media platforms receive attention because of their widespread usage in South Africa and because they have the potential to promote the Sepedi language and culture. Socio-cultural, Constructivism, and Uses and Gratification theories are used as frames of reference