Preserving and Promoting Indigenous Languages: Social Media Analysis of Punjabi and Setswana Languages

A treasure of knowledge is lost when a language dies and it is irretrievable. While the majority of indigenous languages are endangered, it is difficult for these languages to survive in the 21st century socially diverse world. This study examines the role of social media in the preservation and promotion of indigenous languages, particularly Punjabi and Setswana, within the context of social media platforms Facebook and X (formally called Twitter). The qualitative approach, using a content analysis method, investigates the linguistic content shared on these platforms. These languages act as channels for language preservation and promotion, navigating time, place and identity in the digital era. Social media platforms, such as X and Facebook, have the potential to rejuvenate and conserve indigenous and endangered languages. The study reveals a rich tapestry of participation, expression, and community development in the digital arena, highlighting the potential of both platforms to preserve and promote indigenous languages. The study also explores aspects such as prosocial impacts, social norms and convincing representations. Overall, this study emphasizes the importance of making fundamental decisions about social media and indigenous language preservation and promotion, emphasizing the mitigation of challenges.