Emergence of Indigenous Language Podcasts in South Africa: Amplifying the Agency of Indigenous Language Speakers in the Digital Public Sphere

The increasing availability of digital tools and improved internet access in South Africa have facilitated the growth of podcast consumption alongside radio, the dominant media platform. Podcasts, which are essentially digital audio programmes available for download or streaming, have gained popularity as an accessible medium for content creators and listeners alike. Unlike traditional radio, podcasts offer a unique opt-in orientation, allowing audiences to choose when and what to listen to, fostering a sense of parasocial intimacy between hosts and listeners. While technological access and affordability issues influence podcast consumption in Africa, the medium’s affordances enable diverse voices to engage with communities, primarily through its intimate and narrative-driven nature. This chapter focuses on the emergence of indigenous language podcasts in South Africa and their role in amplifying the agency of indigenous language speakers in the media landscape. Drawing on the digital public sphere, which refers to online spaces where individuals engage in public discourse, the study explores how indigenous language podcasters utilise the digital public sphere to address sociocultural issues and foster meaningful conversations within their communities. It uses Epokothweni, an award-winning personal finance podcast in isiXhosa, as a case study.