[By Jorney Baldwin]

Language plays a crucial role in cultures. In Indigenous languages, we can understand one’s history through the nuances of their language. Given the cultural richness of these languages, it is distressing to see them constantly under threat. During my undergraduate studies at the University of Oregon, I worked with Enna Helms and Patty Gephardt on revitalizing the Hanis Coos Language, which I used for my Bachelor of Arts credit. This language revitalization process allowed me to immerse myself in stories and culture specific to the land where I was raised. After spending several years on this project, I began to wonder what language preservation looks like in other Indigenous communities.

In our first week in Ghana, we met with Professor Audrey Gadzekpo, a journalism professor at the University of Ghana. Professor Gadzekpo briefly discussed the topic of tribal languages in the media and their influence on consumers. Regarding the ethical considerations of language usage in Ghanaian media, Gadzekpo noted that 80% of Ghanaians can understand and speak Twi, one of the Indigenous languages, even if it is not their Native language, while English is the official language of Ghana. Gadzekpo pointed out that reporting in local languages can be problematic due to the “storytelling” nature of Indigenous languages, which can affect how events are highlighted. This insight was intriguing when considering how advertising in Ghana and the preservation of Indigenous languages have evolved over the years, and the communication styles of Indigenous peoples today. 

Impact on Cultural Identity 

Language is a tool for communicating with others and preserving culture, traditions, and histories among communities. Languages transmit knowledge and values from one generation to the next, encapsulating the worldview and ethos of a community. When a language disappears, so does a significant part of that cultural identity. This is why language revitalization is crucial for Indigenous communities. This is especially significant for my tribe, given the lack of representation Native Americans receive in the media and the varying degrees of federal and state recognition. Knowing our language can inspire future generations to keep our culture thriving and immerse themselves in it.

After our discussion with Professor Gadzekpo, we heard from Professor Abena Yeboah-Banin, who spoke about advertising in Ghana. Professor Yeboah-Banin shared recent studies conducted by her students, which examined the influence of advertisements and the most effective languages used in them. The studies revealed that blended languages, such as English and Twi, were the most successful. This approach not only targets the audience but also personalizes the advertisements, making individuals feel heard and seen.

Maintaining our cultural identity is paramount in Indigenous cultures. Connecting advertising with mixed-language concepts can help people feel represented and acknowledged while honoring their heritage.

Sense of Belonging  

Speaking and understanding one’s Native language fosters a strong sense of belonging and community. It connects individuals to their ancestry and heritage, reinforcing their cultural identity. This sense of belonging is crucial for the well-being and cohesion of any community. When people feel connected to their roots and their cultural narratives, they experience a deeper sense of identity and pride.

During our conversation with Professor Yeboah-Banin, she highlighted key aspects of the language learning process in Ghana, which mirrored experiences within Indigenous communities in America. One parallel is that languages in Ghana are typically spoken rather than read or written, with many people unable to read or write in their Native languages. This is why mixed media proves most effective for advertisements and why radio and TV have more connections to Indigenous languages, rather than other news sources such as newspapers. Yeboah-Banin shared her personal testimony about having to speak English in school to perform basic tasks, like asking to use the restroom, instead of her village language. This reminded me of the boarding schools Native Americans attended, where students were forced to speak only English, reflecting the “Kill the Indian, Save the Man” ideology.

The forced suppression of Native languages not only disconnects individuals from their cultural heritage but also erodes their sense of belonging. In my family, the language was not passed down because it was believed to be unnecessary. Parents were prohibited from teaching or speaking to their children in their Native language, facing severe consequences if they did. This disruption in language transmission has led to significant gaps in our history and weakened our community bonds.

One aspect I admire about language preservation in Ghana is its very existence. Efforts to maintain and revive Native languages foster a sense of belonging among community members, reconnecting them with their cultural roots and heritage. This is something I deeply wish had been different for my tribe. Language preservation could have strengthened our community, providing continuity and a shared sense of identity. For Indigenous communities, the ability to speak and understand one’s native language is not just about communication; it’s about belonging, identity, and cultural survival.

Challenges and Resilience

Media literacy presents a challenge when incorporating Native languages into the media, primarily due to the storytelling emphasis inherent in Indigenous languages. Professor Gadzekpo highlighted another issue: individuals fluent in Indigenous languages often lack journalism or media training, leading to embellishments within media platforms. Despite these challenges, preserving languages and histories remains crucial for Indigenous communities. Effective language preservation can also help brands connect more authentically with their target audiences when marketing to Indigenous communities.

In Ghana, efforts to preserve Native languages have overcome many barriers, such as limited resources and institutional support. This contrasts with Indigenous communities that still struggle to keep their languages alive amid insufficient support and generational gaps.

Language revitalization contributes to healing and reconciliation, especially in communities that have suffered from historical injustices and cultural suppression. Language projects can serve as a form of cultural resurgence and empowerment. Preserving Indigenous languages is not just about saving words but about maintaining the cultural fabric and heritage of entire communities. The importance of ongoing support, awareness, and active participation in language preservation efforts ensures that Indigenous languages and cultures thrive for generations to come. 

Within the next few weeks, I will investigate the influences of Indigenous languages, their connection to Ghanaian mental health, and the connections this has to Indigenous peoples of America. Exploring how language shapes identity and well-being is crucial to understanding the holistic impact of language revitalization efforts on communities and how media representation can support these efforts.