Social media can build or break us, says cultural advocate

iTaukei customs and values instilled from home will be revealed in the content we produce and share online or offline, says social media content creator Aisea Volavola.

Mr Volavola, 34, also a blogger and a motivational speaker is specifically targeting iTaukei Facebook and TikTok users. Originally from Koro Island, Lomaiviti, Mr Volavola is general manager for Pacific Aircrew Services (PAS) in Nadi.

As team leader he connects exceptional pilots with airlines through innovative crewing and training solutions. He is the founder of Nai Takitaki Lailai, a cultural education and consulting platform on social media with over 120,000 followers, plus millions of viewers per month.

Through this initiative, Mr Volavola is dedicated in promoting cultural understanding and appreciation, fostering meaningful connections within communities, and driving positive change.

He has created multiple online resources and written books on traditional Fijian protocols, a mission to preserve and share the rich iTaukei cultural heritage. With the concerns of more iTaukei using social media platforms to incite hatred and differences, he said, “We need to know that social media is like a weapon, we can use for good purposes and also for bad.

“For example, a cane knife is a knife you can use in your farm to help your crops grow, and can also be used to hurt or kill someone. That is the power of social media. We can use social media platforms to benefit us, help someone in need or use it to spread hatred, discriminate or degrade someone and even lead them to commit suicide.”

Mr Volavola said using social media has opened a lot of doors of opportunities.

“Few doors I have entered, the level of my education doesn’t meet its standards,” he said.

“It was through the good values that I was taught at home, around the meal table (ibe ni kana), from my elders and spiritual contribution from the church that has helped me enter doors which I have never dreamt about. Our traditional way of life and values will protect us,” he added.