أطراس
Volume 7, Numéro 2, Pages 277-296
2026-07-15
Performing Orality On Social Media: A Study Of Indigenous Storytelling On Youtube And Tiktok
Authors : Shittu-adeleke Lateefah .
Abstract
This paper examines the transformation of indigenous storytelling within digital platforms such as YouTube and TikTok. Literary scholars argue that orality in intermedial spaces has evolved to transform, preserve, and reimagine indigenous narratives for wider audiences. While digital media enables these narratives to thrive in contemporary society, insufficient attention has been given to how this transformation occurs and how digital storytelling captures the cultural values embedded in indigenous traditions. This study, therefore, explores how social media content creators perform storytelling on YouTube and TikTok videos, with particular attention to narrative techniques, audience participation, and the intermedial relationship between oral tradition and digital storytelling. While TikTok content is usually brief and time-constrained, YouTube permits large video content. In this regard, ten YouTube videos and ten TikTok videos will be collected for analysis. Drawing on Richard Bauman’s theory of performance, the study analyses elements such as character, theme, setting, and narrative style. It adopts a mixed-methods approach– qualitative analysis examines literary features of digital storytelling, while quantitative analysis evaluates audience engagement through metrics such as comments, likes, shares, and reposts. This paper reveals that social media functions not only as an archival repository but also as an accessible platform that expands the reach of indigenous storytelling. It ultimately contributes to the ongoing scholarly discussions on how oral traditions are transformed and re-mediated within digital environments.
Keywords
Performing orality ; Indigenous storytelling ; Media ; YouTube ; TikTok
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