Our data in South Africa is collected from English-language online conversations.
The reason is simple: English is the lingua franca within South Africa’s digital sphere, making it the most suitable language for digital ethnography.
English serves as a predominant language in online discourse, particularly in social media, forums, and digital platforms, facilitating broader access to a more extensive and diverse dataset. While acknowledging the multilingual landscape of South Africa, focusing on English data allows for a more comprehensive understanding of digital interactions, trends, and cultural nuances prevalent in widely accessible online spaces, forming a foundational basis for the Lux MotivBase digital ethnography.