Mainstream radio combined with social media can do more to preserve South African indigenous languages than either can on their own

A recent study by North-West University (NWU) master’s graduate Gofaone Motsamai explores how Motsweding FM radio is using Facebook to promote Setswana through podcasts and live streams.

“Motsweding FM is not just broadcasting, it’s preserving,” says Gofaone. “Through Facebook, the station connects Setswana speakers across borders, offering accessible and engaging content that supports linguistic and cultural continuity.”

The research, completed as part of a Communication master’s degree in the Faculty of Humanities, examined how the radio station uses Facebook to share Setswana language content, how audiences engage with it, and what digital challenges and opportunities arise. The study focused on how traditional broadcasters are adapting to social media to maintain cultural relevance.

Culturally relevant and connected

One listener who participated in a focus group said the flexibility of podcasting is what keeps them engaged: “I don’t always listen live, but I catch up through the podcast later. It helps me stay connected to my language.”

The study found that Facebook’s interactive tools allow for real-time feedback and dialogue, giving Setswana speakers a sense of community online. But there are obstacles. “Facebook’s algorithm tends to favour English-language content,” says Gofaone. “Some users also struggle with limited internet access or lack the digital skills to engage fully.”

The research recommends more investment by government entities and private sector companies in digital literacy to increase participation and urges broadcasters and policymakers to work together to make indigenous language content more discoverable on platforms like Facebook.

“There’s potential to expand into other digital technologies and form partnerships that can take this further,” says Gofaone. “What Motsweding FM is doing on Facebook is

a start, but the long-term success of indigenous language preservation in the digital space will depend on continued innovation and support.”

The study highlights how digital media, when used intentionally, can play a growing role in keeping languages such as Setswana alive in a rapidly changing media landscape.

The study examines how a national radio station uses Facebook to promote indigenous language preservation.