COVID-19, social media, algorithms and the rise of indigenous movements in Southern Africa: perspectives from activists, audiences and policymakers

The results underscore social media's complex role in indigenous movements, highlighting its empowering potential while also presenting significant challenges due to algorithms and platform dynamics. While the ability to share stories, disseminate information about rights abuses, and mobilize support has significantly transformed social movement dynamics in rural communities, social media's potential for advocacy and mobilization is tempered by challenges that can limit their effectiveness. The findings highlight a pressing need for social media innovations that resonate with indigenous cultural identities, ensuring that their narratives are disseminated in a manner that faithfully preserves their authenticity. The paper discusses the implications of these findings for policymakers, activists, audiences and technology developers, emphasizing the importance of creating digital spaces that are culturally sensitive and supportive of indigenous activism.