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10 September 2019 | Story Rulanzen Martin | Photo Rulanzen Martin
Lingustics
Delegates at the workshop were provided opportunities that many larger conferences do not offer.

The growing body of work examining microvariation in African languages prompted Dr Kristina Riedel and Dr Hannah Gibson, from the University of Essex and research fellow, to work on a research project, “Variation in Sesotho and Setswana as spoken in the Free State”, to document the dialectal variation in the languages as it is spoken in the province. 

“Dr Gibson and I have a joint research project which is funded by a Newton British Academy mobility grant,” says Dr Riedel, Head of the Department of Linguistic and Language Practice at the University of the Free State (UFS).

The duo hosted a workshop on morphosyntactic microvariation (small structural differences that can be observed between closely related languages or dialects) on the UFS Bloemfontein Campus, as part of the Newton Fund research project.  

Research focus on dialectal variation 

Dr Riedel says there has been some linguistic work on both of these languages. “But for Sesotho, linguists have noted that there is no dialectal variation. This seems hard to believe given the size of the population who speak the language,” she says. 

They are looking at speakers in the Free State province for differences in both languages. Speakers themselves also report awareness of dialectal differences and variation between different regions. “We’re also interested in whether they have influenced each other – particularly in places where people speak both of these languages on a day-to-day basis, such as Thaba ’Nchu and Bloemfontein,” Dr Riedel says.

Dr Riedel believes that in the context of an African university it is important to contribute to the development, teaching and support of African languages. “Research on African languages can play an important part of this picture. Furthering our knowledge and understanding of African languages from a linguistic perspective also contributes to our understanding of the world’s languages and linguistic diversity.” 

Workshop creates space for training and skill sharing

The aim of the workshop was to bring together researchers, students and language practitioners to “provide them with some of the insights and training that is helpful when looking at morphosyntactic microvariation”, Dr Riedel says.

The workshop was conducted in two sets. At the first workshop the emphasis was on training and sharing of skills and the second part focused on more research-related presentations. 

The workshop, which took place on 19 July 2019, was attended by delegates from numerous local institutions (Rhodes University, University of the Western Cape and Stellenbosch University) as well as universities in the rest of Africa including the University of Malawi, Dar es Salaam University College of Education and Makerere University in Uganda. 

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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