Researchers Metolo Foyet and Brian Child at the University of Florida, Gainesville, examine how indigenous communities in Southern Africa harnessed digital platforms to organize community voice and assert agency during the pandemic, with illuminating results.

The researchers combined several research techniques. They conducted detailed interviews and used an approach called ‘netnography’ – studying how people interact in online spaces. They then analysed their findings through two frameworks to understand how technology and social movements influence each other. This approach recognizes that movements aren’t just using technology – the technology itself shapes how movements operate and communicate. Finally, they used the case study of the Community Leaders Network of Southern Africa to contextualize their findings, highlighting how digital narratives clash, interact, and even catalyze institutional change.

Foyet and Child reveal that rural activists effectively utilized platforms like WhatsApp and X, which have redefined traditional activism and facilitated global grassroots movements, by enabling rapid information dissemination and coordination across vast distances. This technological evolution has provided marginalized communities with a powerful voice to discuss challenges beyond their geographical confines, such as land rights disputes, human-wildlife conflict, environmental degradation, and socioeconomic marginalization.

Although indigenous activists recognize the power of social media, they use these platforms out of necessity rather than preference. Despite embracing digital tools, they express significant concerns about platform design.

Social media platforms largely reflect Western values and communication styles that don’t accommodate traditional indigenous communication practices. As one activist noted: “We are as Africans much more suited to tell our stories orally”. Furthermore, social media metrics such as ‘likes’ and ‘shares’ force rural activists into seeking external validation, rather than sharing authentic narratives. Indigenous movements find themselves attempting to condense nuanced cultural perspectives into character-limited posts that often lose meaning in translation.

Algorithms present additional challenges by potentially marginalizing indigenous voices. Content filtering systems typically prioritize popularity and Western perspectives, making it difficult for rural communities to gain visibility. As one activist stated: “We still have to play around with the colonialist’s tool”, where “they can control the way the message gets disseminated.”

The study also revealed that spending excessive time countering misinformation on social media can divert focus from critical on-the-ground conservation activities and lead to social media fatigue.

The results of Foyet and Child’s work underscore social media’s complex role in indigenous movements. Their research highlights its empowering potential while also presenting significant challenges. There is a pressing need for social media innovations that are culturally sensitive, resonate with indigenous cultural identities, and support indigenous activism.