It's our South Africa: Building a Nation in the Age of Social Media

IOL News

15-07-2025

Sithembile Ntombela (far right) writes that South Africa's vibrant spirit and everyday acts of heroism are amplified through social media, shaping a united national identity in the digital age.
Image: Supplied / Decode Communications
South Africa is a nation defined not just by its breathtaking landscapes or its vibrant tapestry of cultures, but by the enduring spirit of its people. We are a country that has never been afraid to show the world who we are, proud, resilient, and united in our diversity. This is the South Africa we love, and it is this spirit that compels us to keep building, together.
Too often, the world's view of South Africa is shaped by headlines, sometimes celebrating, sometimes criticising. Our sporting successes, political milestones, and cultural achievements often attract global attention. However, the true story of South Africa lies not only in news reports but also in the everyday acts of kindness, courage, and solidarity that define us as a nation. It is in a neighbour's warm greeting, the determination of a young entrepreneur, or the selflessness of a stranger stepping in when it matters most.
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Take, for example, the recent story of Yaseerah Nelson, a Cape Town woman who courageously saved a six-year-old child from drowning in Parkwood. Yaseerah's actions serve as a powerful reminder of what it means to be South African: to rise above adversity, to embody the spirit of ubuntu, and to act not for recognition, but because it is simply who we are. Her story is not unique. Throughout our nation, countless unsung heroes quietly make a difference, their deeds often unnoticed beyond their communities.
What is changing, however, is how these stories are shared and celebrated. In the digital age, social media has become one of the most powerful tools for nation-building. Platforms like X (formerly Twitter), Facebook, and Instagram have become modern-day town squares, where South Africans from all walks of life can share their stories, amplify their voices, and unite around common causes.
Social media has enabled us to challenge negative stereotypes by highlighting positive stories and everyday acts of heroism that might otherwise go unnoticed. It has encouraged dialogue across divisions, allowing us to face our challenges openly and sincerely, while also celebrating our successes. Most importantly, it has galvanised communities into action, turning inspiration into real change, whether through fundraising, volunteering, or advocacy.
At Brand South Africa, we recognise the immense potential of these digital platforms to shape our national narrative. As the country's official marketing agency, our mission has always been to champion the South African story, both domestically and internationally. Through initiatives like the National Brand Forum, we have worked to unite stakeholders from across society to protect our reputation and promote a unified, positive image of South Africa. The Global South Africans Network extends this mission beyond our borders, connecting South Africans living abroad and empowering them to act as ambassadors for our nation, using their influence, both online and offline, to share our story with the world.
Building a nation is not the work of a single institution or a few individuals. It is a collective endeavour that requires the participation of every citizen to play their part. Social media has given us the unprecedented ability to partake in this process, to shape perceptions, challenge misconceptions, and inspire each other. It is up to us to use these tools wisely, ensuring that the world sees not only our challenges but also our resilience, generosity, and hope.
South Africa's story is still being written. By celebrating our heroes, engaging in honest dialogue, and harnessing the connective power of social media, we can continue to build a nation that is united, resilient, and proud. Let us all play our part, online and offline, in shaping a better tomorrow for future generations.
* Ntombela is the General Manager: Marketing at Brand South Africa.
** The views expressed do not necessarily reflect the views of IOL or Independent Media.