Languages clash, blend and connect users across the North-West University (NWU) Mahikeng Campus Updates Facebook Group, revealing how multilingualism drives communication in a digital student space.
Ontiretse Motingwa, an NWU graduate, led a study that examined how language choice, ethnicity and power relationships influence communication patterns on the NWU Mahikeng Campus Updates Facebook Group. The group, moderated by NWU students, functions as a platform where members post, comment and engage in various languages, including indigenous ones.
“Multilingualism in this group goes beyond translation,” says Ontiretse. “It plays a role in shaping identity, access to information and participation.”
The research used sociolinguistic theories, specifically the language variation theory and social network theory, to investigate the relationship between language and online interaction. A netnographic approach allowed her to observe communication patterns and analyse content shared on the group.
One participant noted, “When someone posts in Setswana, I feel more at home. But sometimes I skip posts I don’t understand.”
The findings highlighted that language diversity boosts communication effectiveness and cultural exchange among members. However, the study also identified ongoing challenges such as the preference for English, unequal access to digital tools, and gaps in indigenous language comprehension.
“Using many languages helps reach more people, but it also risks leaving some out,” says Ontiretse.
She believes this research offers a lens into broader issues of language use in South Africa’s digital communities. “Social media reflect real tensions and opportunities in multilingual societies,” Ontiretse says. “Understanding how people navigate them helps shape more inclusive digital spaces.”
The study contributes to ongoing discussions about preserving indigenous languages while recognising the limitations of current strategies in virtual environments.
Ontiretse Motingwa’s study explores how language diversity affects interaction on the NWU Mahikeng Campus Updates Facebook Group.
