MÁSỌ̀YÍNBỌ́ AND THE ARCHITECTURES OF A DECENTRALISED YORUBA KNOWLEDGE ECONOMY

Abstract

The study examines the revitalisation of Yoruba cultural and linguistic consciousness through the use of technology. It explores the philosophical and practical innovations of Olálẹ́kàn Fábílólá, popularly known as Másọ̀yínbọ́, whose Yoruba game show and digital pedagogy mobilise digital technologies as tools for epistemic repair. Grounded in the Yoruba philosophy Ohun tá wá yé láyé làá yé (“we become what we should be on earth”), the study argues that Másọ̀yínbọ́ embodies the role of the Alátúnse (repairer), transforming Western technological infrastructures into platforms of indigenous empowerment. The research methodology of this paper combines a review of existing scholarly work with a form of digital ethnography. It treats Másọ̀yínbọ́’s social media contents such as YouTube videos as primary sources of data and the study seeks to answer these questions: (i) In what ways does technology help the spread of African indigenous knowledge systems? (ii) What is the underlying philosophy of Másọ̀yínbọ́ that anchors his work? How can Másọ̀yínbọ́’s model of Yoruba knowledge dissemination offer a blueprint for other African scholars seeking to achieve cultural and economic sovereignty within the global digital economy? The paper concluded that digital technologies can be strategically indigenised to foster decentralised knowledge economies that affirm Africa’s intellectual and cultural autonomy. Másọ̀yínbọ́’s integration of Yoruba language, proverbs, idioms, and oral aesthetics into digital spaces demonstrates how local epistemologies can thrive globally without losing authenticity. His digital and live engagements illustrate that the preservation of indigenous languages is inseparable from the valorisation of indigenous philosophies. The findings of the study reveal Másọ̀yínbọ́’s model as a replicable framework for building culturally grounded digital ecosystems that bridge tradition and innovation, embodying the Yoruba ethos of purpose-driven existence in the digital age.