Growing interest in African languages is creating new business opportunities as people in the diaspora seek to connect with their relatives and roots HARARE, Zimbabwe -- A television game show in Nigeria’s commercial hub of Lagos has an unforgiving rule: Speak English and you lose. For a U.S.-born millennial in the audience and a student of her parents' mother tongue, the high-stakes setting is a perfect classroom. Meanwhile, a 15-year-old Canadian speaks to a teacher about 13,000 kilometers (8,000 miles) away in Zimbabwe, learning a language her parents feared she would never speak.
The scenes capture a new generation of interest and entrepreneurship around African languages once pushed to the margins by decades of colonialism. Often seen as secondary to English, French and Portuguese, they are enjoying a renaissance that is also creating business opportunities. Africa is home to over 1 billion people speaking roughly a third of the world’s languages, with between 1,500 and 3,000 across 54 countries, according to UNESCO.
Experts say the revival in some of them is driven partly by second- and third-generation Africans in the diaspora finding it easier to reconnect with their roots and communicate with older relatives, thanks to social media, online learning and entertainment. And I just couldn’t understand them,” Nyashadzashe said after a lesson covering traditional greetings, proverbs and ancestral clan symbols. She said she had eaten the food and worn the traditional clothing but still felt left out.
But now her conversations with her grandparents in Zimbabwe are growing longer. Her Zimbabwe-based tutor, Shungu Chidovi, left her banking career in January to focus full-time on ZimbOriginal, an online platform that teaches Shona through storytelling, book clubs and “buddy pairing” exchanges. Now she teaches about two dozen learners in Zimbabwe, Canada, Australia, South Africa, Ireland and Scotland, charging $50 a month.
The business, part of a small but growing number of online initiatives teaching African languages, emerged almost by accident. Chidovi began writing a blog about Zimbabwean traditions in 2016. Readers began asking whether she taught Shona.
Like many in Africa, she grew up with the understanding that to get ahead she had to embrace Western languages instead of her mother tongue. English remains the dominant language for education, business and government affairs in the southern African nation that officially recognizes 16 mostly Indigenous languages. His research notes the importance of ensuring that African languages have a place in technologies shaping how people communicate, learn and trade.
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