How radio influences indigenous language podcasts in South Africa: A case study of Epokothweni and iLukuluku

Abstract

Even though radio continues to be the most dominant media platform for black South Africans, the rise in indigenous language podcasts marks a significant milestone in the South African media landscape for speakers of these languages who have previously been afforded limited agency in the sector. The place of podcasts in South Africa must be understood from the rich 100 years of radio in a context where oral media serves as a central platform for developing linguistic and cultural identities. This qualitative study employs purposive sampling to consider the production practices of South African indigenous language podcasts using Epokothweni and iLukuluku as two case studies. In considering these two podcasts, the study highlights the content creators of Epokothweni and iLukuluku as a model of how South African indigenous language podcasters draw on radio as an established storytelling platform for South African indigenous language speakers that allow them to use their podcast platforms in socio-culturally relevant ways. The paper argues that these platforms allow black South Africans to tell stories that have been neglected and silenced, allowing them to articulate the world and their experiences involving economic and scientific issues. The view is that indigenous language podcasting is set to increase as content producers greatly appreciate engagement with black audiences, which are currently under-prioritised in a sector dominated by English-language outfits.