Taking archives to the people: The use of social media as a tool to promote public archives in South Africa

Despite the availability of the mandate of public archives repositories to “take archives to the people in South Africa”, archives in South Africa remain largely the domain of the elite. The purpose of this paper is to investigate the adoption of social media in South Africa as a tool for taking archives to the people especially young people between the age of 13 and 34. The researchers confined the study to all ten public archives repositories in South Africa.

This quantitative study collected data using survey questionnaires and web-based content analysis of social media presence of public archives repositories.

The study revealed that few public archives repositories are using Facebook, followed by Twitter and LinkedIn to engage users. The public archives repositories rely mostly on social media platforms operated by their mother bodies as they are subsidiary units within arts and culture departments in government. As a result, public archives repositories are restricted to operate their own accounts on social media. It is argued that public archives should be allowed by their mother departments to operate their own accounts on social media platforms. Failure to change this restriction could lead to public archival institutions continuing to take archives away from the people, instead of taking archives to the people.

The study sought to provide useful practical implications for public archives repositories as it would serve as a benchmarking tool to enable the development and reporting on the visibility and accessibility of archival material, and thus ensure an increased public knowledge of archives.

The study triangulated data collection instruments that helped to collect as much and as diverse data as possible, which generated the best possible insights into the phenomenon of interest. Previous similar studies in South Africa utilised only survey method with either interviews or questionnaires as data collection tools.