Performing Yorubaness Online: Language, Identity and Belonging in Social Media Spaces

The Yoruba possess a rich cultural heritage that has been preserved through orality. However, the advent of globalisation has introduced new dynamics of cultural expression and identity formation, giving rise to a fast-paced competition between traditional values and global contents. This study therefore recognizes the social media as a tool for revitalising the Yoruba culture, fostering cultural integration and identity preservation, where globalisation and technology continue to influence traditional values. This study highlights the positive impact of the digital media on preservation of Yoruba language, values and heritage. Through a qualitative analysis of selected Facebook and Youtube content of Masoyinbo, Meeinah and Arojinle, this paper demonstrates how social media platforms contribute to the preservation and dissemination of the Yoruba culture; thereby enhancing a sense of identity among the Yoruba, particularly the younger generations of this modern age. Findings reveal that the media serves as an educational tool for bridging a generational gap and fostering cultural pride. It also facilitates intercultural dialogue that helps the Yoruba share their culture with the global audience while upholding their unique heritage. The study concludes that social media is a crucial tool for propagating the Yoruba cultural identity in contemporary society.