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SASL Star: Lerato Sheila Thamahane

22 September 2021 | Story Michelle Nöthling | Photo Supplied

Lerato Thamahane may be able to speak and understand all nine of South Africa’s official African languages, but it is a tenth language she is devoting her life to: South African Sign Language (SASL).

With nearly ten years’ experience as a SASL interpreter in several settings – ranging from the medical and mental-health fields to that of conferences and Deafblind interpreting – Lerato is living her life’s purpose. “I regard myself as a member of the Deaf community and a servant at the same time.”

Lerato lives by the principle that the more perspectives she gains on the world, the better service as an interpreter she can provide. This is also part of the reason why Lerato decided to take on the role of student again to study BA Language Practice to provide her with an even broader perspective on the field.

But why does Lerato feel so strongly about SASL? It is only through Sign Language, Lerato explains, that one can bridge the divide between the world of the hearing and that of the Deaf. “SASL is the only way for the minority Deaf group to receive and transfer information,” Lerato emphasises. “Deaf people cannot communicate in any other way.” Now, consider for a moment the plight of a Deaf child in South Africa. To receive education in SASL, most Deaf children have to move far away from home at a very young age in order to attend a school for the Deaf. For many years, schools for the Deaf did not include other languages as subjects, which prevented Deaf school-leavers from entering higher education. Although this situation has largely changed, Deaf students are still fighting an uphill battle when entering higher education institutions where prejudice and ignorance still persist. This is where the work of the Centre for Universal Access and Disability Support (CUADS) and the Department of South African Sign Language (SASL) and Deaf Studies makes such a crucial difference.

“I firmly believe,” Lerato says, “that only Sign Language can open opportunities for all groups of the Deaf community – from Deaf children to adults, and from the uneducated to the most educated Deaf people.” It is for this reason, Lerato argues, that our constitution needs to recognise SASL in order to give Deaf people full and equal access to information, to education, and ultimately, to all the opportunities South Africa has to offer.

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.

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