Meet the Innovators: Iona Mercer and Mirren Buchanan on Revolutionizing Gaelic Learning with “SpeakGaelic”

Iona Mercer and Mirren Buchanan have transformed the way young people engage with the Scottish Gaelic language through the groundbreaking project SpeakGaelic, and its digital platforms. Developed by MG ALBA (Gaelic Media Service) in collaboration with the BBC, Sabhal Mòr Ostaig, Bòrd na Gàidhlig and the Scottish Government, SpeakGaelic offers an immersive and modern approach to learning the minority language via social media platforms, mobile apps, and tailored digital content. By using platforms like TikTok, Instagram, and more, Mercer and Buchanan, who are also speakers at the upcoming 8th Forum of European Minority Regions (26–27 November 2024 in San Sebastián/Donostia, Basque Country), have made Gaelic accessible and relevant to a new generation. In this interview, they discuss their journey, the impact of their work, and the role of digital media in preserving minority languages.

Iona Mercer (left) and Mirren Buchanan

Could you start by explaining what SpeakGaelic is and what its primary goals are?

SpeakGaelic is the most comprehensive initiative for learning Scottish Gaelic, aimed at transforming how people engage with and use the language. It offers a structured learning pathway for all levels, from total beginners to advanced learners, aligned with the Common European Framework of Reference for Languages (CEFR).

Learners can engage with SpeakGaelic through several integrated but standalone options:

• • Formal courses taught by tutors using the SpeakGaelic programme
  • Media content on BBC ALBA and BBC Radio nan Gàidheal, along with YouTube, Spotify, and Apple Podcasts for international users
  • Self-guided learning via the SpeakGaelic website, complemented by social media support and resources
  • SpeakGaelic textbooks aligned with the website’s materials

This flexible approach ensures that learners, whether beginners or fluent speakers, can build their confidence and fluency through methods that best suit their needs.

How did the idea for SpeakGaelic come about, and why did you choose digital platforms for this initiative?

The concept was developed in 2019 by the LearnGaelic partners – MG ALBA, Sabhal Mòr Ostaig, BBC, Bòrd na Gàidhlig, and Bòrd na Ceiltis (Alba) – and officially launched in 2021.

There was a clear need for a comprehensive and consistent national programme to learn Gaelic, as existing courses were outdated. SpeakGaelic sought to modernise and make Gaelic learning accessible. Following the completion of the initial programme levels, the focus will shift to community engagement and brand activation, ensuring a lively and diverse Gaelic-learning community.

Interestingly, while the social media channels were initially intended as a promotional tool, they have become a real success story of the brand, evolving into a distinct and influential component of the initiative.

What makes SpeakGaelic particularly appealing to young people learning Scottish Gaelic?

The success of SpeakGaelic’s social media channels has been pivotal in attracting a younger audience. Over the past year, the approach shifted from treating social media as a supplementary tool to treating it as its own platform with unique challenges and demands. Prioritising short-form content and tailoring material to each platform has driven engagement, fostering what we call a “digital-first” approach.

We spotlight young Gaelic speakers at events like music festivals, demonstrating how Gaelic can be relevant and enjoyable in their daily lives. Additionally, creating relatable memes that mix Gaelic with pop culture helps generate moments of connection, particularly with younger audiences.

The success of these social platforms boosts the overall project, as connecting young people to our content builds brand loyalty and encourages the use of our structured resources for learning.

How has the introduction of SpeakGaelic on TikTok influenced interest and usage of Scottish Gaelic?

Our launch on TikTok in April 2024 has been a major milestone, amassing over 18,000 followers and 1.5 million views within six months. TikTok’s reach has significantly raised interest in Gaelic, but more importantly, it has fostered a vibrant community where Gaelic is actively used in comments and shared by content creators and young speakers alike. This has further legitimised the language and our brand, underscoring TikTok as one of our best strategic moves.

SpeakGaelic on TikTok

 What future trends do you foresee in the digitalisation of minority languages?

This is a challenging question, as minority languages exist at different stages of revitalisation. In the Gaelic world, we foresee increased availability of short-form content, driven by an expanding community of content creators. This could lessen the pressure on advocates to be formal representatives, fostering a broader online presence of learners and shifting perspectives on language accessibility.

Unlike mainstream media, which often overwhelms with endless high-budget content, minority language media can thrive on authentic, self-produced digital content. This creates unique opportunities for Gaelic speakers to produce content without adhering strictly to traditional norms, encouraging more Gaelic digital content to emerge.

How can the media world, especially social media, help preserve minority languages long-term?

Digital media shapes culture, drives connections, and fosters communication across the globe – essential elements for language preservation. Minority language content on social media legitimises and normalises its use, integrating it into everyday modern life. Without such a presence, languages risk becoming irrelevant. By leveraging digital platforms, Gaelic and other minority languages can thrive within our interconnected, contemporary culture.

Further Resources on the Initiative:

• SpeakGaelic Link tree – Access all SpeakGaelic resources, social media, podcasts, and more in one convenient place
• LearnGaelic.scot – Offers a wide range of learning resources, including vocabulary tools, grammar guides, and media content