Ethnic Stereotypes on South African Black Twitter: A Virtual Ethnographic Study of Zulu, Venda and Pedi Representations

Social media platforms have emerged as dynamic spaces for expressing diverse voices and negotiating identities. Among these platforms, X (formerly Twitter) stands out as a powerful medium where users engage in real-time conversations, shape narratives and participate in discussions on various topics. In the South African context, X has become a significant arena for public discourse, reflecting the complexities of a nation marked by cultural diversity and a history of social stratification. This article examines South African Black Twitter, a distinctive digital subculture that has gained prominence in shaping public opinion and influencing societal conversations. The focus is on critically analysing ethnic stereotypes within this digital space, specifically examining how Zulu, Venda and Pedi ethnicities are represented and stereotyped. While South Africa’s multicultural landscape is celebrated for its diversity, it is not immune to the perpetuation of stereotypes, some of which are expressed on social media platforms such as X. By analysing a series of tweets, memes and graphics interchange formats collected through virtual ethnography, the study elucidates how the understanding and representation of these three ethnic groups in South Africa are embedded with stereotypes.