08/04/2026
Boycott Wave: Stand Up for Your Language Rights
Dr. Alieu SK Manjang
Step by step, Mandinka is being pushed aside. Today, Wave no longer requires Mandinka for the position of Support Recruiter. Tomorrow, this could extend to other positions and other companies. Who is to blame? Not just them, but us as well.
We have gradually abandoned our own language in favor of others, especially Wolof. As a result, companies now see no need to hire people fluent in Mandinka and English. This means that, in The Gambia, being a Mandinka speaker may soon reduce your chances of employment. Who could have imagined such a reality in our own country?
This is not happening in isolation. Across GSM and advertising companies, Mandinka is being sidelined. Customer service representatives increasingly insist on Wolof, sometimes refusing assistance if you do not comply, while showing no regard for your language. The same pattern is emerging in public institutions. This is how languages are dominated: when speakers of other languages are made to feel ashamed of using their own in public spaces.
Yet when this issue is raised, it is often dismissed as tribalism. Instead of addressing the injustice, attention shifts to criticizing those who speak out. Meanwhile, those unaffected, either because their language is favored or less prominent, downplay the seriousness of the issue.
From this platform, I call for a boycott of Wave until this situation is addressed and corrected. I, for one, will be deleting my account starting today.
Language is not just a means of communication, it is identity, culture, and dignity. Sociolinguistic theory reminds us that languages are always in competition for survival. Without clear policies to protect them, communities must stand up to preserve their linguistic heritage.
How can Mandinka, one of the most widely spoken languages in The Gambia, become irrelevant in public life? This is not just a question, it is a warning.
Stand up. Speak your language. Defend your identity.