Preserving Yoruba Language Identity through Social Media: A Study of Masoyinbo Online Programme

Abstract

This study investigates the preservation of Yoruba cultural and linguistic identity on social media through an analysis of Masoyinbo (Don’t Speak English), an online game-show programme dedicated to promoting Yoruba as a primary medium of communication. Guided by Neuliep’s Cultural Identity Theory and the Uses and Gratifications Theory of Blumler and Katz, the research examines how the programme reinforces indigenous linguistic pride, embeds cultural values, and stimulates audience participation across digital platforms. Using qualitative content analysis, five purposively selected episodes were coded for linguistic patterns, cultural themes, and indicators of audience engagement. Findings reveal a strong commitment to Yoruba linguistic purity, as the sampled episodes were delivered almost entirely in Yoruba, with English appearing only sparingly for clarification. This pattern challenges the colonial hierarchies described by Bamgbose and Phillipson, who note the persistent privileging of English in African public communication, while echoing arguments by Adegbija and Sanusi et al. that indigenous-language media can counter linguistic erosion. The programme also integrates Yoruba proverbs, traditional attire, naming practices, and folk music, creating a cultural atmosphere that aligns with Hall’s view of language as a primary site of identity formation. Engagement metrics demonstrate substantial viewer interaction, suggesting that audiences find gratifications in cultural connection, entertainment, and communal participation. The study concludes that Masoyinbo contributes meaningfully to resisting cultural homogenisation by revitalising Yoruba linguistic and cultural consciousness within digital environments. It recommends replicating similar initiatives in other Nigerian languages and deepening institutional partnerships to strengthen indigenous-language preservation.