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12 December 2018 | Story Mothepane Lebopo

The door closed. My eyes opened.

My dreams were halted as I sat up. She was already outside my window, the midnight moonlight lit her skin and erasing my fingertips on her arms. I opened the window… cold truth blew in. It stung my heart. She was going.

“Seriously? After four months this is how you are going to leave?”

Silence.

She was trying to control her breathing, to keep it as flat as possible. She had a unique, annoying gift of being able to compose herself in such situations, especially when she knew it was needed.

She stared at me.

My heart was pounding against my chest. In anger. In desperation. It had settled on her, but clearly she wouldn’t let me get close to hers.

I felt the first tear roll down my cheek. I quickly wiped away the second one. She just stared…

She could have been looking at me, thinking of other things. With her you never knew. She turned.

“Wait, please wait. Did you ever love me?”

She stuck her tongue out and left.

And I knew that was it: we were over. Thinking back, I might have known for a while that it was coming. But still… being prepared for something doesn’t guarantee your heart won’t break when it actually happens.

I left the window open, slightly. My head was spinning and my heart was tearing.

I laid on what was supposed to be our bed and dug my head in a pillow in an attempt to block out reality. It was useless; warm liquid from my broken heart poured out through my eyes. All I could smell was her.

But what was I expecting? It could never work. We were two puzzle pieces from different sets. Two pieces that were never supposed to fit… We tried to force it, and it ended in pain.

She was such an odd person. She had this ‘forbidden love’ thing about her. Being hers was strange, I knew she wasn't mine but I still tumbled head over heels. Being with her was like cheating on a diet. Or texting when you’re supposed to study.

She had beautiful, wild eyes that had perhaps seen too much. She got high on other people’s vulnerability. When her arms locked around me, she wasn’t just holding me, she was searching for pain. Insecurity. She would pin me down and kiss my nose. When she felt my guard coming up, she would tickle me and my power would leave me and enter her. She always won.

Often we’d try to watch the stars. I could never concentrate, her beauty was fierce and demanded undivided attention. She couldn’t focus either. She looked at the stars, not for their beauty, but for adventure. She looked at them as a guide.

I felt her hot blood in her embrace, she had to move to keep cool. There was rarely a still moment. Always dancing. Always moving.

I guess that’s what attracted me to her. I made her my adventure. I wanted to see what she had seen. I told her I was happy where I was but in reality I wanted to go everywhere she went. Wherever the stars would take her.

My lips only met hers when she was drunk. Perhaps she didn’t want to remember showing a little bit of emotion, being a bit vulnerable in front of me. But even then she rarely shared her thoughts with me.

So her secrets are still with her, while she knows mine.

That wild girl, may I never hold her again. She said she didn’t like it. She wanted to feel liberated. And my arms didn’t offer her that.

The girl with a storm in her heart had started a fire in mine and left.

I look out the window, where she had been standing. I almost smiled. What was I thinking?  Thinking I could fix her? Whether I love her or hate her, it makes no difference because she’s not here. She’s not coming back.

I will never know what exactly she wanted with me. But I’ll grow wiser from this.

You can’t teach someone who’s power hungry to surrender. You can’t mould someone who despises being held. You can’t put out a wild fire. Don’t try to pick wild flowers, because their thorns will pierce your skin and then they will wither because of your blood. But their scent will linger forever.

Now I know. You can’t tame someone who is wild. You shouldn’t offer your heart to someone who has sold her soul to adventure.

Don’t try to love someone who can’t be still.

 

News Archive

Code-switching, tokenism and consumerism in print advertising
2014-10-27

Code-switching, linguistic tokenism and modern consumerism in contemporary South African print advertising. This is the current research focus of two lecturers from the Faculty of the Humanities at the UFS, Prof Angelique van Niekerk and Dr Thinus Conradie.

The act of switching between two or more languages is replete with socio-cultural meaning, and can be deployed to advance numerous communicative strategies, including attempts at signalling cultural familiarity and group affiliation (Chung 2006).

For advertising purposes, Fairclough’s (1989) seminal work on the ideological functions of language remark on the usefulness of code-switching as a means of fostering an advertiser-audience relationship that is conducive to persuasion. In advertising, code-switching is a valuable means with which a brand may be invested with a range of positive associations. In English-dominated media, these associations derive from pre-existing connotations that target audiences already hold for a particular (non-English) language. Where exclusivity and taste, for example, are associated with a particular European language (such as French), advertising may use this languages to invest the advertised brand with a sense of exclusivity and taste.

In addition, empirical experiments with sample audiences (in the field of consumer research) suggest that switching from English to the first language of the target audience, is liable to yield positive results in terms of purchase intentions (Bishop and Peterson 2011). This effect is enhanced under the influence of modern consumerism, in which consumption is linked to the performance of identity and ‘[b]rands are more than just products; they are statements of affiliation and belonging’ (Ngwenya 2011, 2; cf. Nuttall 2004; Jones 2013).

In South African print magazines, where the hegemony of English remains largely uncontested, incorporating components of indigenous languages and Afrikaans may similarly be exploited for commercial ends. Our analysis suggests that the most prevalent form of code-switching from English to indigenous South African languages represents what we have coded as linguistic tokenism. That is, in comparison with the more expansive use of both Afrikaans and foreign languages (such as French), code-switching is used in a more limited manner, and mainly to presuppose community and solidarity with first-language speakers of indigenous languages. In cases of English-to-Afrikaans code-switching, our findings echo the trends observed for languages such as French and German. That is, the language is exploited for pre-existing associations. However, in contrast with French (often associated with prestige) and German (often associated with technical precision), Afrikaans is used to invoke cultural stereotypes, notably a self-satirical celebration of Afrikaner backwardness and/or lack of refinement that is often interpolated with hyper-masculinity.

References


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