Social media as a communicative platform to promote indigenous African Languages by youth students at a Rural Based University, South Africa

Abstract

This article sought to investigate the role played by social media in promoting indigenous African languages by students at a rural based university in South Africa. Globally, language(s) could be acquired and promoted through various platforms of social interaction, such as family, schools and social media. This paper is qualitative in nature and descriptive research design had been used to answer the research problem and objectives. Ten (10) youth students were purposively selected to participate in this study and data solicited through semi-structured interview were analysed through Thematic Content Analysis technique. Furthermore, the article established that even though English is still a dominant language of communication; youth are playing a significant role in promoting indigenous African languages through social media as communicative platforms. The findings further provide a significant insight into youth’ usage of social media like WhatsApp as a communicative platform to promote previously disadvantaged and marginalised African languages.

Keywords: Indigenous African languages, Promotion, Rural University, Social media, WhatsApp and Youth students.