The use of Tiktok in the promotion of Tsonga culture in Phalaborwa, Limpopo Province, South Africa

Abstract

The digital platforms have transformed change in terms of how human beings interact and communicate. They have also shaped how we relate to one another in relation to the cultural heritages we share and differ in. This study analysed the use of TikTok in the promotion of Tsonga culture in Phalaborwa, Limpopo Province, South Africa. It adopted qualitative method. It also examined the impact of TikTok on the Tsonga culture, identified the manner in which TikTok is used to promote the Tsonga culture, and established the challenges and opportunities of using TikTok for the Tsonga cultural promotion. The research sample consisted of 20 participants who owned mobile phones and had TikTok accounts, along with 10 screenshots from TikTok. The researcher opted for thematic analysis because it was the most flexible approach to generate mindful insights and concepts from the collected data. This study found that more users mostly express their Tsonga culture on social platforms. It is recommended that TikTok users, particularly younger audiences, should utilise the platform to transmit cultural knowledge by recording information, sharing videos and uploading pictures. The study identified that TikTok serves as an alternative platform for marginalised cultures. The findings of this study also highlight that platforms such as this can be used by other cultures to overcome cultural imperialism that was perpetuated by traditional media. The key findings of this study further show that TikTok has contributed to the transformation of Tsonga culture, and that other tribes can utilise this platform to showcase their cultures and preserve them for future generations