An investigation into the use of digital media to promote indigeneous African Languages: the case of digital terrestrial television on SABC

Abstract

Digital media play an important role in promoting marginalised languages, particularly in the broadcasting sector, where they play second fiddle to English language. The unequal status in South Africa has resulted in increased social isolation and discrimination of indigenous African languages, the erosion of heritage and local cultural identities. Speakers of indigenous African languages have limited choices on television because indigenous African languages are either non-existent or limited on television due to the prioritisation of the English language. On the South African Broadcasting Corporation (SABC) some programs in indigenous languages are ghosted in English to accommodate others who do not understand African languages. Misrepresentation of indigenous African languages has resulted in marginalisation of indigenous languages amongst 24-hour live-broadcast news channels. Linguistic inequality on television and digital media can manifest itself in several ways, such as discrimination or promotion, and unequal access to public services. However, very few studies have focused on how digital media could be leveraged to promote indigenous African languages, particularly in post-colonial contexts such as South Africa. Underpinned by the public sphere model and Jurgen Habermas’s theory of the public sphere, this qualitative study examined the role of digital media in promoting African indigenous languages on the South African Broadcasting Corporation (SABC) Digital Terrestrial Television (DTT). The study focused on how digital media were used to promote indigenous African languages on SABC DTT, how these digital technologies enhanced audience participation on SABC DTT, and the strengths and limitations of these digital technologies as vehicles for promoting indigenous African languages on SABC DTT. Data were collected using a semi-structured interviews with purposively selected 20 participants comprising of five (SABC) officials and 15 members of the audience, participant observation as well as document analysis. Textual data obtained through interviews were thematically coded and presented in narrative form. The study revealed, notwithstanding the limitations associated with these digital technologies, that the use of digital media on SABC DTT to promote indigenous African languages, has been transformative through laying the foundation for the preservation and revival of these languages. This study further argued the integration of digital media for the promotion and continued existence of these languages bridges the gap between the public broadcaster and citizens, thereby enhancing a sense of belonging and public citizenship.