Magister Artium - MA (Linguistics, Language and Communication)

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A phenomenological discourse analysis of harassed female 'skinscapes' in select public spaces in Cape Town
(University of the Western Cape, 2018) Harry, Janine; Banda, Felix; Peck, Amiena
Street harassment refers to the unsolicited verbal remarks and nonverbal gestures that women are subjected to by men when moving through (public) spaces. The dominant discourse sees this phenomenon as firstly a gendered interaction. In this sense, men are construed as initiators and women as recipients, although this is not always the case. Secondly, the remarks are often viewed as solely sexualized in nature. Lastly, public spaces are seen as male realms in which the actions of males are context specific, whereby the public nature of space sees it as conducive for inevitable street harassing events. This study seeks to understand how street harassment unfolds in the South African (post-apartheid) context. Drawing on Phenomenological Discourse Analysis approach, the study focuses on interview accounts of six participants from across the demographics whose experiences represent a microcosm of harassed female skinscapes in and around Cape Town. Phenomenology is a useful entry point to understanding emotive recounts of traumatic events in the lives of the participants, specifically street harassment. Public space is approached through the lens of Linguistic Landscapes (LL) which focuses on language and linguistic artefacts as they are arranged or located in space. For this study, the perception of and bodies in space comes to the fore. Hence, it is the interplay between space, body and the phenomenological account of the body as a corporeal 'site' of harassment which is a focal point.
The accessibility of printed news to first language speakers of Xhosa
(University of the Western Cape, 2006) Luphondo, Nobuhle Beauty; Anthonissen, Christine; Banda, Felix; Dept. of Linguistics, Language and Communication; Faculty of Arts
This mini-thesis profiles some aspects realted to the accessibility of printed news to first language speakers of Xhosa. The major aim of this thesis is to investigate whether speakers of Xhosa do have access to printed news in English, which is not in their first language. Therefore, this thesis investigates whether African langusge speakers of school leaving age understand hwat they read in English newspapers.
The Application of Dual-medium and parallel-medium models of bi-lingual education at two primary schools in the Western Cape
(University of the Western Cape, 2007) Williams, Quentin E.; Banda, Felix; Dept. of Linguistics, Language and Communication; Faculty of Arts
This study is an investigation of the application of dual-medium and parallel-medium models of bilingual schooling as implemented at two historically disadvantaged primary schools in the Western Cape. The author assumes that parallel-medium in practice uses only one language of learning and teaching (LoLT), and thus lead to monolingual classroom practice. The author used qualitative techniques (observations, interviews, and document analyses.), and triangulation method, to understand the application of dual-medium and parallel-medium instruction and the support of principals and teachers in their understanding of the design models. Observations were made in Grade 7 classrooms at selected and document analyses, triangulated with interviews conducted with principals and teachers to expound the effective practice of bilingual education at school and classroom level. Document analyses were made of classroom materials (various literary artefacts) used for the development of language proficiency. in addition, how it contributes to the Grade 7 learners academic perform and language development in dual-medium and parallel-medium classrooms.
Appraisal of Beyonc� Knowles as a popular artist: Analysing the evaluative discourse of the online fan base
(University of the Western Cape, 2011) Shabodien, Zareena; Banda, Felix
This research uses the Systemic Functional Linguistics (SFL) approach, more specifically, the appraisal theory to analyse the online message postings by fans of the popular music artist, Beyonc� Knowles. Through their online writings, insight into their evaluative discourses is gained. This research focuses on the emotional, judgemental and evaluative stance in their writings, especially; the linguistic choices that the online fans use in order to convey their attitudes: appreciation and judgement and affect towards Knowles. In order to do such an analysis, the study considers the different Systemic Functional Linguistic (SFL) levels of meaning (interpersonal, textual and experiential metafunctions). Several questions become pertinent: What kinds of interpersonal relations and identities are implicated on the message boards? (Interpersonal metafunction). How are these expressed textually? (Textual metafunction). What kinds of experiences/fields are implicated in the messages? (Experiential metafunction). The research concludes that in terms of identity, fans tend to latch onto a Hip-Hop culture in order to create and maintain a connection to Knowles. Fans display this linguistically by writing certain words out phonetically as they would be pronounced orally. Gender boundaries are transgressed irrespective of the fans' gender. Posts also demonstrate colourful expressive responses in relation to Knowles. Whether the fan is male or female, both feel comfortable in using emotive language to demonstrate the impact which she has on their lives. In terms of appreciation fans tend to express that she has inspired and changed their lives. Attitudes explored demonstrated that a number of Knowles' fans hold positive viewpoints and therefore they would align themselves positively towards her. The element of judgement was explored from different perspectives in relation to Knowles. One, being a website which suggested that Knowles had undergone an evil transformation. For evidence, these fans used her lyrics, gestures and images selectively as a way to "prove" their arguments. As a contribution to knowledge, this research is useful in the sense that when individuals log online and leave their posts on message boards, they do not always realise the impact of the message that they leave behind. Using SFL and the appraisal theory, one is able to establish the attitudes: judgements, appreciation and affect individuals hold towards a particular topic or person (in this case towards Knowles). Through linguistically analysing message boards, one is able to connect individuals to possible identity options. In essence, the letters and words which individuals have strung together create a greater picture than what was possibly intended. Linguistically, it opens more avenues for exploration.
Appraisal, identity and gendered discourse in toilet graffit : a study in transgressive semiotics
(University of the Western Cape, 2010) Ferris, Fiona Severiona; Banda, Felix; Dept. of Linguistics, Language and Communication; Faculty of Arts
This research is interested in the linguistic choices people use to express and negotiate subjective, inter-subjective and ideological positions through the graffiti within the confines of selected men's and women's toilets on the UWC main campus. The focus is on attitudes, one aspect of appraisal theory. The aim of investigating the attitudes inherent in the toilet graffiti is to obtain an insight into the evaluative discourse of men and women with regard to their emotional, judgmental and evaluative stance in their writings. This form of analysis is on the level of meaning. Differences with regard to the attitudinal content in terms of occurrence (quantitative) and content (qualitative) are investigated. The data shows that 'male' (gender) are implicit when expressing emotions, whereas female is explicit in its expression of emotions. In addition, in terms of the evaluation of emotions, the data indicates that 'females' are insecure in terms of their emotional disposition, whereas males mostly express emotions of unhappiness in the toilet graffiti analysed. Both males and females have a tendency to judge each other with regard to their capacities. In terms of judgement of behaviours and things, males can be said to have interesting and even creative ways of evaluation, which include punctuation, taboo varieties and pictures.
Assessing patterns of language use and identity among Cameroonian migrants in Cape Town
(University of the Western Cape, 2006) Mai, Mbong Magdaline; Banda, Felix; Dept. of Linguistics, Language and Communication; Faculty of Arts
This study explored Cameroonian migrants language use and the various language forms they use to manifest their identity. It also dealt with multicultural/multilingual people in an equally multicultural/multilingual society - Cape Town. The study was carried out in the wider and interdisciplinary field of applied linguistics with focus on the specific domain of sociolinguistics.
Branding and material culture of multilingualism and identities in linguistic landscapes in Langa
(University of the Western Cape, 2022) Metula, Sifundo Lennox; Banda, Felix
Very few studies of linguistic landscape (LL) have been conducted in townships, rural areas, and Africa in general. The focus is and has been on major city centres and their surroundings. Therefore, this study seeks to contribute to the study of linguistic landscape and in turn to increase understanding of multilingualism. Most importantly recent studies that are using social semiotic approach to multimodality are looking beyond language to include other semiotic resources constituting space. Thus, this study follows this new breed of studies that have focused on the social semiotics of landscapes or multimodality and space rather than language alone. The thesis explored selected local and non-South African owned shops in Langa township.
Dialogicality in selected Nando's television advertisements: A multisemiotic approach
(University of the Western Cape, 2018) Roberts, Zulpha; Banda, Felix
This thesis explored the mobility of semiosis other than language in the discourse of television advertising. Gilje (2010) highlights that remediation is the defining characteristic of new digital media and researchers have been slow in the development of theories and frameworks within multimodal phenomena. Therefore, the purpose of this study was to explore how Nando's producers recycle semiotic resources in the selected television advertisements. The researcher used a multimodal/multisemiotic approach, in which, concepts of semiotic remediation as re-purposing, resemiotisation and intertextuality proved to be a common discourse practice used by Nando's producers to produce new meaning in the new mediated representation. The researcher demonstrated that the 'new' advertisements created a new world order that is both real and fictional. This means that Nando's producers were able to remediate real life aspects and recontextualise them into their fictional advertisements, and vice versa, to evoke immediacy and hypermediacy. The double logic of immediacy and hypermediacy is complemented by the notion of semiotic remediation, and considered an aspect of remediation. Hence, the researcher's contribution towards this study was to introduce the notions of remediation and the double logic of immediacy and hypermediacy as tools in the social semiotic approach to multimodality. Moreover, this study showed that the Nando's advertising discourse relies primarily on everyday social discourses of culture, economics, religion and politics as their base for creativity. Thus, the researcher demonstrated, through the notion of chronotopes, how Nando's has invented advertisements that were able to conflate past and current timescales through the integration and recycling of prior semiotic material from past objects, events and activities for new purposes. This investigation proved, to a large extent, that the production of Nando's advertisements are re-presentations of prior semiotic material in time and space.
A discourse analysis of narratives of identities and integration at the University of the Western Cape
(University of the Western Cape, 2009) Peck, Amiena; Banda, Felix; NULL; Faculty of Arts
In the thesis, I endeavour to create a platform on which to construct an understanding of 'integration' in a multilingual and multicultural setting, post-apartheid. I have selected UWC as the research site as it is an institution of higher education and an inherently South African one which houses a large number of diverse ethnicities, cultures and languages. I appeal to the poststructuralist approach as it is one that explores the possible sociopolitical, economic and historical influences on which I argue and which forms the backdrop to understanding integration amongst the various groups. I am especially drawn to the topic of integration as there is to date no well-defined definition of what that means in the 'new' South Africa. Different identities are explored in relation to how students identify themselves within their social networks, across various cultures and through language choices. In particular, I look at the three dominant 'South African' groups, namely: Indians, Blacks and Coloureds and also two international student groups, the Batswanas and Chinese. use a qualitative approach and undertake focus groups and one-to-one interviews as well as participant observations and analyzing documentation. Data analysis is achieved through Discourse Analysis of transcribed interviews. One of the conclusions is that integration will not occur overnight. However, the broadening and exercising of linguistic options could be seen as a step in right direction to integration across the various ethnic groups. The study ends with recommendations and gives an overall view of integration at UWC. One of the recommendations is that UWC needs to give students more opportunities to practice their multilinguality and thereby broaden their linguistic repertoire which could in turn facilitate integration.
Exploring digital literacy practices of 12- to 15-year-old children from Philippi and Khayelitsha townships in Cape Town
(University of the Western Cape, 2018) Sentwa, Kuhle; Banda, Felix
Despite the spread of digital communication technologies and the integration of mobile phones into everyday life, young children's literacy practices are changing rapidly, and schools are struggling to address the potential of these digital communication technologies for learning. Mobile phones are currently a key consumer item, an image of social capital, and they initiate their users into a portable web of numerous applications including those literacy related. Much research has been done on children's relationship with digital technologies and the implications of this for their literacy learning and education in general, but there is almost no research on this in the global south, and almost none in South Africa. Filling this gap is crucial given the crisis in South Africa in basic education. The main aim for this research is to establish the kinds of digital technology and information systems affordances (internet facilities, tablets, books, magazines, newspapers, radios, TVs, video and computer games, etc.) in the homes of the selected children to explore how these digital technologies and information system affordances could be used to enhance the academic literacy development of 12- to 15-year-old children in informal settlements or townships in Cape Town.
Figuring post-apartheid SA women: Brutal fruit online advertising in a glocalized world
(University of the Western Cape, 2018) Rix, Cindy-lee; Banda, Felix
In a developing country like South Africa plagued by historical racial scars, attitudes pertaining to race, ethnicity and language, can be described as considerably problematic. Images used for advertising (ads) and the media form part of the foundation through which audience�s structure ideas about the normality and fluidity of race and ethnicity. Physical appearance is especially important in the media and influences the minds of many young people, especially young women and contributes to the way they feel about themselves. This magnitude of influence reinforces the importance of analyzing these images and assessing the implications it has on the South African society. Through a systemic functional multimodal discourse analysis (SF-MDA), this thesis explores the way in which earlier (2004) and more recent ads (2015) by Brutal Fruit have characterized and (re)characterised the �ideal� South African woman. Particular attention is placed on the concept of racialized bodies- skin colour, hair, clothing and body types of the models employed during both periods when the ads were published. The language(s) used in the ads are analysed which creates a platform for engaging in issues related to transformation and inclusivity in society, as it is performed in the ads. The literature focuses on the revolution of South African society, group representation, race and the female body. The findings suggest that alcohol adverts largely use semiotics that reinforce antifeminist rhetoric. However, in more recent ads there is an attempt to compensate for the roles that have become available to women in the public sphere. Women are shown to have more agency in that they are depicted in leading roles and the narratives created about them relate that they are now in charge of their own sexuality. The positive depiction of alcohol especially in relation to masculinity affects the number of people who consume it. Alcohol consumption is linked to masculinity and power, however, in society women are still expected to remain feminine. This is especially relevant for women who aim to challenge dominant stereotypes about their position in society- and the use of alcohol is an avenue that is used to achieve this. However, women consume �pink drinks� and not beer because ciders are still considered to be feminine by society, which is why many men refuse to consume it. Finally, a true representation of real women in society needs to become more popular in the media and a fresh approach to advertising alcohol especially to women needs to be re-evaluated because these ads could be positive for women instead of reiterating the usual derogatory stereotypes that society holds about women who do not conform to dominant patriarchal conventions.
From monolingual to translanguaging classroom practice at two Delft primary schools
(University of the Western Cape, 2018) Solomons, Tasneem; Banda, Felix
Terminology such as mother tongue, first language and second language remain prevalent in South African schools� language policies. These monolingual terms seem out of place within our multilingual landscape (Banda, 2018). With the emergence of the concept of translanguaging (Garcia, 2009, 2014; Banda, 2018), the linguistic practices that people of the Western Cape (and elsewhere in South Africa) have now been legitimised as a useful communicative tool within multilingual spaces. Despite research showing the advantages of using translanguaging in classrooms to enhance comprehension (Banda, 2018), language policies remain monolingual in nature. By conducting research at two schools in Delft, Western Cape, I am able to show how learners and teachers defy the monolingual structure of the language policy, by translanguaging, to make learning and teaching more comprehensible. Using Heller�s (2007) concept of language as social practice, it becomes apparent how learners become social actors within the classroom, by languaging to make meaning. In addition to looking at classroom practices, I use supplementary data, an analysis of the school�s language policy, observations of and commentary on linguistic practices outside of the classroom, to further support the idea that school�s confinement of language is incongruous with the language practices in the area. Finally, I propose that translanguaging be legitimised as classroom practice and teaching materials also be adapted likewise, by producing trilingual posters, showing Afrikaans, English and isiXhosa terms, for the Western Cape.
Grammatical constraints and motivations for English/Afrikaans codeswitching: evidence from a local radio talk show
(University of the Western Cape, 2006) Bowers, Diane Lesley; Banda, Felix; Dept. of Linguistics, Language and Communication; Faculty of Arts
The study investigated the practice of codeswitching within the Cape Flats speech community of Cape Town. Members of this speech community have always been exposed to both English and Afrikaans in formal as well as informal contexts. Due to constant exposure to both languages, as well as historical and political experiences, members of the speech community have come to utilize both languages within a single conversation and even within a single utterance. Codeswitching is an integral part of the community's speech behaviour. The main purpose of this research was to uncover and analyze the motivations behind codeswitching in the bilingual communities of Cape Town, while also providing a strong argument that codeswitching patterns evident in their speech do not always correspond completely with linguistic constraints that are regarded as 'universal'.
Investigating changing notions of "text": comparing news text in printed and electronic media
(University of the Western Cape, 2005) Oostendorp, Marcelyn Camereldia Antonette; Anthonissen, Christine; Banda, Felix; Dept. of Linguistics, Language and Communication; Faculty of Arts
This research aimed to give an account of the development of concepts of text and discourse and the various approaches to analysis of texts and discourses, as this is reflected in core linguistic literature since the late 1960s. The idea was to focus specifically on literature that notes the development stimulated by a proliferation of electronic media. Secondly, this research aimed to describe the nature of electronic news texts found on the internet in comparison to an equivalent printed version, namely texts printed in newspapers and simultaneously on the newspaper website.
A Linguistic and textual analysis of Arab first language speakers� academic writing skills in English in Cape Town
(University of the Western Cape, 2020) Zbeida, Abdalla; Banda, Felix
Research on EFL students has received increased interest in recent years (Elachachi, 2015; Al- Zubaidi, 2012; Awad, 2012; Eldokali, 2007; Wahba, 1998). Although much research attention has focussed on the EFL classes and practices, very little research has focussed on the Arab students and the resources used for teaching them English abroad. In particular, the linguistic and cultural barriers Arab students face when seeking higher education in a foreign country, in this case South Africa, where they have minimal to no exposure to the language of instruction used by the host institution, have not received much attention. The study investigated the academic writing skills in English of Arab students and evaluated the efficacy of the EFL teaching materials used at selected English schools in Cape Town for those intending to study in South Africa. The researcher did a text-based analysis on written essays by the Arab students, using Systemic Functional Linguistic (SFL) as a theoretical and analytical framework. The study also evaluated course books used by private language schools to teach EFL students in Cape Town. The textbooks were analysed by means of Multimodal Discourse Analysis (MDA, an offshoot of SFL to explore the different modes used in the teaching material as aspects of cultural social semiotics. It was found that the selected course books used in Cape Town language schools were focusing on teaching conversational English rather than written academic English, which was critical for essay writing required at tertiary level education. The essays showed that Arab students writing lacked in English academic writing conventions, and often resorted to adopting and adapted their first language style, which often led to unsatisfactory writing. Thus, it was concluded that the schools did not adequately prepare the students to face the academic requirements at institutions of higher learning. The study recommends a number of pedagogical measures on how to improve academic writing, as well as infusing Arabic cultural modes in the teaching material to contextualise learning and aid meaning making and consumption.
A multi-semiotic discourse analysis of feminine beauty in selected True Love magazine advertisements
(University of the Western Cape, 2015) Wilton, Marion; Banda, Felix
Advertising and media imagery shape attitudes about race and ethnicity, which means that advertising media play an influential part in constructing the frame through which individuals perceive racial differences and negotiate norms and ideas around ethnicity. Physical signifiers such as skin colour and hair are not only considered to be the most important facets in global beauty culture but are also seen as two principal phenotypes for racial classification (Mercer, 1987). These two attributes are also deeply situated within Black Feminist Discourse Studies and are therefore, culturally and socially significant (Erasmus, 1997; Hunter, 2002). As Dyer (1997:539) states: �every decision about a person�s worth is based on what they look like, what they speak, and where they came from.� Hence, body and hair politics point to power struggles which stem from historical discourses. As part of a capitalist environment, magazines such as True Love are also perceived as cultural commodities which occupy an important role in creating, transmitting and disseminating cultural meaning and in this regard, advertised texts are rich in cultural meaning and embedded with hidden ideologies. As a vehicle of social communication, True Love professes to be a mouth piece and a representative of the liberal, modern Black South African woman and portrays itself as a guiding companion and expert on womanhood (Laden, 2001). In this capacity, the magazine also creates and transmits messages about ideal feminine beauty. Following a multi-semiotic approach, by incorporating multimodality and social semiotics as proposed by Kress and Van Leeuwen (2006), Van Leeuwen (2006; 2008) and O�Halloran (2011, in press), beauty advertisements are scrutinized in terms of the different semiotic principles which afford for different meaning-making opportunities and interpretation. Critical discourse analysis suggested by Fairclough (1992) and Wodak (1995) renders a supportive function to this social semiotic multimodal framework, in order to critically explore how the notion of ideal feminine beauty is constructed in True Love and to establish how inter-semiotic relations are created, reinforced and function to sustain hegemonic ideas in present-day beauty advertisements. The findings suggest that socio-cultural meanings attached to phenotypic traits such as skin and hair remain significant in contemporary society as a result of the repeated themes in media, especially advertising. Moreover, the consequential emphasis on beauty culture and the omnipresence of idealised imagery in mainstream media are responsible for composing and sustaining the belief that Whiteness is the only valid prototype of beauty. The whitewashing of Black models show how idealised preferences in media prevail. Advertisements display how the message of White superiority and supremacy is constructed visually and verbally, ultimately producing an overall �visual language of Whiteness� which leads to devaluing and erasing forms of Black identity, while enhancing forms of White representation. This paper exposes existing dominant cultural narratives in the True Love advertising discourse that simultaneously produce and inflate an idealised Eurocentric version of feminine beauty. The hegemonic standard of feminine beauty dictates that women conform to a specific ideal which involves engaging in practices such as skin lightening, hair straightening or wearing weaves. This dissertation concludes that digital alteration techniques and photographic manipulation are predominantly used in mass media to portray advertised images resembling ideals closer, which means that it effectively enhances rather than detracts from the norm. Thus, White women look Whiter, thinner, richer and blonder. Caucasian models in advertised texts all have light hair and are seldom portrayed with dark hair. Light-skinned Black women portray Western mediated standards through physical appearances which seem to emulate those of their White counterparts, which Hunter (2011) describes as the �illusion of inclusion�. Although this marketing strategy operates under the premise of fostering ethnic diversity and to include women from all racial backgrounds, it reinforces the belief that Anglo-Saxon beauty norms are the only valorised signifiers of idealised beauty. Essentially, having a light skin colour is associated with sophistication, social mobility, success and the resulting financial and economic well-being. Based on this, the magazine appears to promote and celebrate feminine beauty based on a Eurocentric ideal.
Multilingual/multicultural aspects of visual literacy and interpretation in multimodal educational communication
(University of the Western Cape, 2004) Kirsten, Monica; Monica, Kirsten; Banda, Felix; Dept. of Linguistics, Language and Communication; Faculty of Arts
The aim of this thesis was to investigate the use of visual images in print texts produced for language teaching and learning. It tested the manner in which learners from different cultural contexts relate to selected visual images in language textbooks prepared for use in secondary schools. More specifically it aimed to gain clarity on how certain visual elements, relevant to the illustration of people, contribute to encouraging students to access their learning material. The research aimed to gain insight into the way in which visuals can be bridges or barriers to reading and thus also to learning in learner-centred language education in a multilingual/multicultural South African context.
Multilingualism, linguistic landscaping and translation of isiXhosa signage at three Western Cape Universities
(University of the Western Cape, 2014) Philibane, Sibongile; Banda, Felix
Promotion and practice of multilingualism is of infinite need in a country with such history as South Africa. The need to promote, preserve and maintain languages grows each and every day due to the possibility of languages fading away until they become non-existent. The best system to maintain, preserve and promote all languages existing in a country is to utilize them in a multilingual sense. This is what each mission statement of the three major universities in the Western Cape Province promise; they claim to contribute to multilingualism by encouraging the use of and development isiXhosa, English and Afrikaans as languages of learning and teaching at the institutions. This study set out to investigate the practice of multilingualism in the three universities of the Western Cape considering the quantity and quality (of isiXhosa translation) in the linguistic landscapes. The findings show uneven promotion of the three official languages in all three universities in both the number of signage found and the quality of the translation, and sometimes incomplete translation of isiXhosa signage. At the University of the Western Cape and the University of Cape Town, English proved to be the most favoured language in comparison to Afrikaans and isiXhosa. This tradition of favouring languages was the same at Stellenbosch University, only the language of prestige was different; Afrikaans. Thus among other things the study recommends that policy makers within the three universities should ensure that linguistic landscapes do not just display all three languages, they should make sure that the languages are distributed evenly. Most significant, all the target text should be translated properly. In essence, the universities should employ trained language practitioners for all language related matters.
A multimodal analysis of linguistic landscapes in and around Botswana parliament
(2009) Sankoloba-Molokomme, Naomi; Banda, Felix
This study investigates the use of language and signage in and around Parliament of Botswana by drawing from Linguistic Landscapes (LL) found in the area. The main aim of this study is to explore the symbolic and functional values of signs and languages found in and around Parliament of Botswana. Its main objective is to analyse the visual language in display in and around Parliament looking at the visibility and clarity of language and information/ messages on the signage and to interpret the distribution and frequency of each one of the languages in signage. Secondly, considering that embassies, international companies, organizations and one of the oldest and busiest malls are within the vicinity of Parliament, the study explored whether their presence is captured in the LL.Following Gorter (2006), Shohamy and Gorter (2009) and Shohamy, Ben Rafael and Barni(2010), the data used was drawn from the different types of signs in and around parliament and its neighborhood and included signs with municipal and infrastructural discourses as well as commercial discourses. Using descriptive qualitative research and a thematic approach for data analysis, the study captures the distribution, function, composition and size, clarity of intended information or messages of language on multilingual and monophonic signs.The study gives an insight on the dominance of English against other Botswana languages in LL.In terms of language vitality, the linguistic landscape gives the incorrect picture as if English and Setswana are the only languages spoken in Botswana. Interestingly, Chinese is occasionally found in the linguistic landscape. The presence of Chinese in the shops near Parliament, I argue, is a ploy to attract people to ostensibly �cheap� products. The linguistic landscape shows the apparent contradiction in which even monuments of heroes and pictures of past �Dikgosi�(Chiefs) are constructed in English. The study further reveals even where Setswana is used it is always on bilingual signs and the quality of translation is sometimes poor. The study also suggests that most of the signage was constructed in English and then translated to Setswana. It is not surprising then that the information on the Setswana LL is not always as complete as one on English. In some cases, it says something quite unrelated to the intended message. The different signs and discourses analysed clearly show that people are aware of the signs that surround them and the marketing strategies employed. The signage revealed multiplicity and fusion of discourses with types ranging from low budget to the modern visual signs by individuals to established companies. Both the consumers and the authors are aware of the link between the LL and economics. For this reason, signage is placed where it is expected to achieve maximum visibility and for maximum consumer impact. It is not uncommon to find someone placing their LL on someone else�s, and �ambush� marketing is common place. The diversity of signs used in the study have illustrated and given an insight into the contrasting marketing strategies adopted not only by Batswana, but also by foreign investors, all vying for a piece of space in the Botswana landscape.
A multimodal analysis of selected National Lovelife HIV/AIDS prevention campaign texts
(University of the Western Cape, 2008) Bok, Sarah H.; Banda, Felix; Dept. of Linguistics, Language and Communication; Faculty of Arts
This study investigates the ever-changing trends in visual texts and images used during HIV-prevention campaigns in South Africa. The aim is to evaluate and analyse the effect of multimodal texts used in HIV/AIDS campaigns on the understanding and interpretation by the target group, and thus gauge their effectiveness. Using a text-based multimodal approach (Kress and van Leeuwen, 1996/2006; Martin and Rose, 2004), the study takes into account variables such as socio-economic status, literacy levels, language and cultural differences of readers to evaluate the efficacy of loveLife campaigns to disseminate the HIV/AIDS prevention message. This study focuses on the choice of images and words, and whether they cohere to make a meaningful message. The study analyses how the design features, including images, colour and words, impact on the interpretation of the message and also how the design acts as an aid or barrier to the process of decoding the message. The choice of a two-pronged approach combining multimodality and a text-based (discourse) analyses often favoured by those working in systemic functional linguistics is that it enables the researcher to account for social context, economic, linguistic, cultural and behavioural factors that play a role during the decoding phase.

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