03 July 2026
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Story Lusanda Madikane
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Photo Supplied
Lusanda Madikane, master’s student in Communication Science, and an assistant researcher at the Directorate for International Partnerships and Relations, University of the Free State.
The emergence of social media has created a digital community in which new identities, narratives, and perspectives are constantly produced and shared. This transformation has connected people across the world, but it raises an important question: Are we shifting from traditional communities to digital communities? Social media has been flooded with posts from individuals crying for help, and thousands of people have donated money to rescue people in the worst situations. On the other hand, it appears that people are losing touch with traditional communities as people often rely on online spaces for interaction, support, and a sense of belonging. Although digital communities have promoted unity and responded to social issues, they have also introduced new challenges that reshape social norms, values, and relationships.
Online generosity: The true cost of digital support
Digital communities have created platforms for their members to receive assistance from a wide range of audiences in a short period of time. However, the online generosity may appear inspiring, but it often comes with hidden social pressures and unexpressed expectations. An individual who receives donations becomes indebted to the digital community, which then affects their relationships with it. The shift from the traditional community is good, but it comes with a loss of humanity and a sense of entitlement, such as expecting conformity in return. Unlike the traditional community, where any kind of support is guided by the spirit of Ubuntu, emphasising empathy, compassion, respect, and shared humanity, digital communities often foster entitlement and conformity.
In traditional communities, respect for elders, social norms, and hierarchies play a significant role in maintaining order and mutual respect. However, in digital communities, such structures do not exist; even worse, young and old social media users interact on an equal footing, which often leads to disrespect and bad conduct. Expressions such as (“Yi data yam le - This is my data” and “Ucinguba ungubani? - “Who do you think you are?”) highlight the prevalence of rebellious behaviour and resistance to accountability.
The shift from brick and mortar stores to social media marketing
A significant positive impact of digital communities is the rise of online entrepreneurship. Consequently, the digital community has provided its members with accessible opportunities to start businesses without traditional barriers such as rent, location, or infrastructure. A considerable number of young people have ventured into the reselling business, selling products such as clothing, flat-tummy teas, shoes, iPhones, and other items. While others are pursuing a network marketing business or building their personal brands to attract large audiences. It is without a doubt that the digital community offers convenience, allowing customers to browse and purchase products from multiple sellers with a single click. Digital communities have removed geographical limitations and barriers; for example, someone living in the Eastern Cape can order goods from a seller in Cape Town. This shift has made e-commerce even more inclusive and efficient; however, this convenience poses a significant threat and challenge to traditional businesses and local economies, as traditional stores now compete with online sellers who operate with lower costs and fewer or no regulations. As a result, the rise of digital marketplaces may contribute to the decline of traditional community-based businesses.
In conclusion, digital communities have significantly transformed the way people interact and support one another and opened a platform for them to explore growth opportunities. They also offer valuable opportunities for economic growth and social awareness; however, on the flip side, they disrupt traditional values, social structures, norms, and community relationships. People struggle to find a balance between the digital and traditional communities and to embrace nuanced perspectives, which then affects their ability to preserve traditional principles alongside digital innovation. When the balance is compromised, dependence on digital communities may potentially distance us from the realities of the world around us.
- Lusanda Madikane is a master’s student in Communication Sciences, and an assistant researcher at the Directorate for International Partnerships and Relations, University of the Free State. She writes in her personal capacity.