Indigenous Languages Activism on Social Media: A Comparative Analysis of Setswana and Punjabi Activism.

This article presents a comparative analysis of indigenous language activism on Facebook by Setswana and Punjabi language communities, focusing on their strategies, challenges, and opportunities in promoting and preserving their languages. Utilizing qualitative content analysis of Facebook posts from March 2022 to March 2023, the study finds that Setswana activists emphasize language education, cultural heritage, and policy advocacy, while Punjabi activists prioritize policy lobbying and interactive community engagement, particularly leveraging their diaspora. Both groups demonstrate a strong sense of responsibility and ideological commitment in their activism, operating largely as volunteers without substantial institutional support, a concept framed as "volunteerism" within the Activists Theory of Language. The research highlights social media's critical role as a platform for indigenous language promotion amid limited formal recognition and resources, offering insights relevant to global efforts in language revitalization.