MASOYINBO AND YORUBA LANGUAGE PRESERVATION IN THE DIGITAL AGE: A STUDY OF DIGITAL GRATIFICATION AND DIASPORA ENGAGEMENT

Abstract

The decline of Indigenous languages, particularly Yoruba, has been exacerbated by globalization, digitization, and a shift towards English and Pidgin as dominant languages of communication. However, digital platforms also present opportunities for language preservation and revitalization. This study examines the role of Masoyinbo, an innovative online game show, in sustaining and promoting the Yoruba language in a technologically driven age. The study also explores how Masoyinbo leverages digital media, audience engagement, and interactive content and cultural education while highlighting the program’s impact on Diaspora engagement, cultural awareness, and digital language preservation policies. Grounded in Language Maintenance and Reversal Theory, Uses and Gratifications Theory, and Technological Determinism Theory, the research highlights how digital tools such as internet broadcasting, gratification, and social media are reshaping language learning and accessibility. The study highlights that Masoyinbo is making the Yoruba language more interactive and engaging for a wide audience who are integrating digital technology gratification and audience participation to enhance language retention, particularly among younger generations, the Yoruba Diaspora, and inter-generational transmission of language and culture, helping to ensure its survival in a rapidly evolving technological landscape. Finally, the study highlights the opportunities and challenges of digital language preservation and calls for stronger policies, media partnerships, and digital innovations to support indigenous language preservation in the modern era.