The promotion of isiXhosa in mainstream media

Abstract

As diverse languages mark South Africa’s linguistics, the dominance of English often marginalises indigenous languages, including isiXhosa. This dominance of English is the result of the colonial and apartheid legacies as English and Afrikaans were prioritised over indigenous languages in the media industry during these eras. This study highlights the critical role of media in language promotion. Through the use of qualitative case study approach, four media practitioners were interviewed. In this study, the necessity of including audiences in the interviews was observed. Thus, 10 participants were further interviewed from different backgrounds. The findings on employed strategies included bilingual programming, community-driven content creation, and the incorporation of traditional storytelling techniques that resonate with isiXhosa-speaking audiences. Furthermore, the research identifies partnerships with educational institutions and cultural organisations that aim to promote isiXhosa through workshops, documentaries, and social media campaigns. The study also addresses challenges media practitioners face, including resource limitations, audience engagement, and the need for language training. This study further investigates the competition between isiXhosa and other indigenous languages such as isiZulu. Despite these obstacles, the commitment to promoting isiXhosa reflects a broader movement towards linguistic equity and recognising the cultural heritage embedded in indigenous languages. This study contributes to the discourse on media representation and the promotion of indigenous languages, offering practical recommendations for enhancing the role of mainstream media in promoting isiXhosa. Documenting encourages a more inclusive media landscape, honouring South Africa’s rich linguistic diversity. The study also looked at the effect of the colonia and apartheid eras on indigenous languages, not neglecting the long dominance of English and Afrikaans in South African television.