Promotion of Living Heritage Archives Through Social Media in South Africa

Living heritage remains a crucial part of South Africa’s identity and collective memory. Living heritage in the context of the current study refers to oral traditions, indigenous knowledge systems, cultural expressions, and community practices. The purpose of this study was to explore the effectiveness of public programming initiatives in promoting living heritage archives through social media in South Africa. The study adopted a qualitative research approach informed by an interpretivism worldview. Semi-structured interviews, observation and document analysis were used to collect data at the National Heritage Council in South Africa. Qualitative data was analyzed thematically guided by research objectives. The study revealed that the public programming initiatives employed by the NHC have not effectively promoted living heritage archives on social media platforms. The study recommends a framework for the promotion of living heritage archives through social media. This will help provide a foundation and insight into how heritage institutions may implement their public programming initiatives toward effective awareness and usage of the living heritage archives.