South Africa is home to diverse communities with diverse languages. Embracing multilingual communication – producing information and communicating in more than a single language – allows businesses, governments, and organisations to connect with a broader audience, honour cultural differences, and ensure that important information is accessible to all.
Research indicates that individuals are more likely to engage with content when it is presented in their mother tongue. This fosters a sense of belonging and trust, which is critical for organisations aiming to mobilise communities around social issues. By integrating multilingualism in their communications strategies, organisations can dismantle barriers that often prevent marginalised groups from participating in dialogues that affect their lives.
Historical Context
To understand why multilingualism is important we need to understand our history. In South Africa, English became the ‘lingua franca’ largely due to the country’s political history, particularly the legacy of British colonialism and the subsequent apartheid era. During British rule in the 19th and early 20th centuries, English was established as the language of administration, education, and commerce.
This position was further solidified during apartheid (1948-1994), when the National Party government used Afrikaans and English as the official languages, marginalising indigenous languages. Post-apartheid, the new democratic government adopted English as one of the official languages to promote unity and facilitate international relations. English has therefore remained the primary medium in business, government, and education. Although intended to bridge the linguistic diversity of the population, monolingualism inevitably excludes different ethnic and language groups.
Benefits of Multilingual Communication
South Africa recognises eleven official languages, and the ability to communicate in these languages can bridge cultural divides and foster unity. When the intended audience receives messages in their mother tongue, several key benefits emerge:
- Increased Engagement: People are more likely to interact with and share content that resonates with their linguistic and cultural identity. This leads to more meaningful engagement with social media platforms, and more impact for your content.
- Enhanced Understanding and memory: Complex ideas and messages are better understood when communicated in one’s first language. This is crucial for campaigns that require a deep understanding of issues and calls to action.
- Empowerment and Inclusion: By addressing people in their languages, organisations show respect and acknowledgment of their cultural identity, which is empowering and fosters a sense of belonging for audiences
Strategic and Ethical Considerations
A socially responsible communication strategy should prioritise Inclusivity, cultural sensitivity and accessibility. In a nation with a history of language being used as a tool of oppression, promoting multilingualism in communications for impact is not just a strategic choice but an ethical imperative.
Several organisations in South Africa have successfully implemented multilingual strategies in their communications.
Case Studies
Soul City Institute
Soul City Institute: focused on social justice and health, Soul City produces content in various South African languages across its platforms, ensuring that health information is accessible to all demographic groups.
Section 27
Section27 also uses multilingual communications to disseminate information about constitutional rights and public health. By doing so, they ensure that their critical messages reach a wider audience.
Médecins sans Frontiers (Doctors without Borders)
Globally, multilingual communication strategies have been embraced by various NGOs and impact organisations, recognising the importance of cultural and linguistic inclusivity. Doctors Without Borders (Médecins Sans Frontières) is one example. In regions with linguistic diversity, MSF produces content in local languages to ensure that health information is accurately conveyed and understood by local populations.
Organisations that effectively implement multilingual strategies can achieve greater impact, fostering social change and cohesion in a deeply divided society.
To open this topic up for discussion, Amplify Mobilise Change will be hosting an Open Network Session in September, focusing on ‘Multilingualism as a Strategy in Communications for Impact.’ This session will be led by Dr. Kevin Ncube, an academic in the Marketing Department at Cape Peninsula University of Technology. Dr. Ncube’s work explores the use of ‘translanguaging’ in communications and examines the value that it can bring to African communities.
