A Setswana proverb shared on TikTok, a traditional wedding blanket draped over a bride’s shoulders in a music video and folktales narrated through podcasts may seem like ordinary digital content. However, new research from the North-West University (NWU) reveals that these online spaces are becoming powerful tools for preserving indigenous language, identity and cultural memory in the digital age.

The study, titled “Cultural symbols and proverbs in Setswana YouTube and TikTok content as lingual positioning efforts”, was conducted by Gofaone Motsamai, a PhD candidate at the NWU’s Indigenous Language Media in Africa (ILMA) research area, and Prof. Gilbert Motsaathebe, deputy dean for teaching and learning in the Faculty of Humanities at the NWU.

Published in the international journal Cogent Arts & Humanities, the research explores how YouTube, TikTok and podcasts are helping to reposition Setswana language and culture within modern communication spaces.

Reaching new audiences

The study examined how cultural symbols, oral storytelling, proverbs and traditional practices are adapted and shared on digital platforms to reach younger and multilingual audiences.

“This study became important because indigenous languages are increasingly under pressure in digital spaces dominated by English and global cultures. We wanted to understand how Setswana creators are reclaiming those spaces and using them to preserve culture and language,” says Gofaone.

The findings show that digital creators are transforming social media into modern extensions of oral tradition. TikTok creators are using bilingual formats to teach Setswana proverbs, while music artists blend traditional attire, cultural rituals and social commentary into contemporary storytelling.

One example highlighted in the study is the late Motswako artist Hip Hop Pantsula (HHP), whose music combines Setswana language, biblical morality and social issues such as crime, inequality and HIV/AIDS awareness. The study also explored how traditional Setswana wedding attire and symbols in music videos communicate cultural meanings about marriage, family and identity.

Preserving heritage

Podcasts also emerged as significant platforms for cultural reclamation. “Digital platforms are no longer just entertainment spaces. They have become important sites for cultural education, language preservation and identity affirmation,” Gofaone explains.

The research addresses growing global concerns about the decline of indigenous languages and demonstrates how African languages can thrive through digital innovation. The study further contributes to ongoing discussions on language revitalisation, media transformation and the role of technology in preserving African heritage.

The researchers argue that indigenous languages such as Setswana require deliberate positioning in media, education and public discourse to remain sustainable in an increasingly globalised society. They also call for stronger collaboration between policymakers, media practitioners and educational institutions to support indigenous language content creation and visibility.

To access the article:https://doi.org/10.1080/23311983.2026.2669697