Magister Artium - MA (Linguistics, Language and Communication)

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Exploring the literacy and language practices of student-teachers at a south ffrican university: a stance-taking analysis
(University of the Western Cape, 2024) Strauss Stuart Garfield
Before the advent of colonial imposition, the life of Africans operated on highly regarded cultural values where the educational processes were largely structured without concerns relating to time and space. Education formed the basis for confronting life-sustaining challenges such as food production, shelter and clothing. Central to education in Africa was the relationship with society in general, which brought about interaction with elders, with nature and in many cases, with ancestors and divine beings. The colonial impact, particularly in the twentieth century, infiltrated this self-sufficient African context and enforced a system of formal education in which the history, culture and religion of the colonialists informed the curricula of African learners. In transforming the African education system, colonial forces introduced churches and Christianity, which to a large extent alienated African youth from their traditions and cultural practices. Colonialism can therefore be perceived as the process of a colonised people forfeiting their power and consequently being governed by a foreign entity, which forces its citizens to take on a subservient role in the country of their birth.
Food consumption practices and social identity construction in South African soapies: a semiotic remediation discourse analysis of skeem saam
(University of the Western Cape, 2024) Ndlovu Nokukhanya Prisca
Soap operas are multifunctional media discourses which serve as entertainment and representation of society and they can educate and influence society. Through the soap operas, the lived experiences of people are told. However, they also enhance or influence and somehow challenge the perspectives of the audience in relation to ways of life and identity performance. As storytelling involves telling or rather portraying the lived experiences of people, soap operas are common representational discourses of society. In other words, lived experiences are reenacted and repurposed to mirror reality. South Africa is a rainbow nation, and it embraces multiculturalism. In this post-apartheid era, multiculturalism is evident in South African soapies, ranging from actors and actresses from different ethnic and racial backgrounds, languages, ways of life, different fashion trends and food consumption practices. As such, different semiotics signal ways of life and identity performances. Food is one of the common semiotics that are used to construct food discourses, practices, and identities in the South African soapies. Whilst there are several studies that have been conducted in relation to media discourse influences in identity performance related to fashion trends, ethnic language backgrounds and monetary status, there are very few that focus on food as a meaning making resource. Thus, this study focuses on Skeem Saam, a South African soap opera aiming to reveal the kind of food related semiotics that are compiled in recreating the social meaning, identities and life of South African society and the implications of such performances to the broader society and food consumption practices. It applies a qualitative method for an interpretive analysis and the semiotic remediation discourse analysis as the theoretical framework to make sense of the data. The significance of this study is to understand how identity is constructed through food related semiotics in a democratic South Africa through a soap opera and the implications of such identity performances in building a diverse and equitable society. Food is one of the common semiotics that are used to construct food discourses, practices, and identities in the South African soapies. Whilst there are several studies that have been conducted in relation to media discourse influences in identity performance related to fashion trends, ethnic language backgrounds and monetary status, there are very few that focus on food as a meaning making resource. Thus, this study focuses on Skeem Saam, a South African soap opera aiming to reveal the kind of food related semiotics that are compiled in recreating the social meaning, identities and life of South African society and the implications of such performances to the broader society and food consumption practices. It applies a qualitative method for an interpretive analysis and the semiotic remediation discourse analysis as the theoretical framework to make sense of the data. The significance of this study is to understand how identity is constructed through food related semiotics in a democratic South Africa through a soap opera and the implications of such identity performances in building a diverse and equitable society. Food is one of the common semiotics that are used to construct food discourses, practices, and identities in the South African soapies. Whilst there are several studies that have been conducted in relation to media discourse influences in identity performance related to fashion trends, ethnic language backgrounds and monetary status, there are very few that focus on food as a meaning making resource. Thus, this study focuses on Skeem Saam, a South African soap opera aiming to reveal the kind of food related semiotics that are compiled in recreating the social meaning, identities and life of South African society and the implications of such performances to the broader society and food consumption practices. It applies a qualitative method for an interpretive analysis and the semiotic remediation discourse analysis as the theoretical framework to make sense of the data. The significance of this study is to understand how identity is constructed through food related semiotics in a democratic South Africa through a soap opera and the implications of such identity performances in building a diverse and equitable society. Thus, this thesis shows that food is an important identity signifier in such a way that through food the socioeconomic status of individuals is evident. The soap opera centres mainly on two households, the Maputla and Ntuli. Through the food practices of both families, their social status is evident, one family’s socioeconomic status is high whereas the other it is in the middle respectively. Food as a semiotic material allows an understanding of cultural identity and people's lifestyles. The findings also show that unlike other studies which show semiotic resources like fashion, language and other artefacts reveal diversity in the multicultural context, food as a semiotic resource, in this case, shows a lack of diversity as the producers of the soap opera seems to promote English diets and South African local food and recipes are hardly portrayed. The representation of food as a semiotic resource does not go hand in hand with the people’s cultural practices which include eating practices.
Semiotics and strategies of property marketing in a post-apartheid South Africa: a case of three selected areas in Cape Town.
(University of the Western Cape, 2024) Fredricks, Kaylin
The property marketing landscape in post-apartheid South Africa is continuously evolving and is shaped by technological advancements, changing buyer preferences, and societal trends. Understanding demographic patterns and preferences helps stakeholders tailor marketing efforts to specific target markets. Property agents are continuously competitive in branding and positioning themselves, and marketing houses to a diverse and democratic society. The diversity of the population, fast urban growth, and changed living patterns shape the property marketing landscape. The real estate industry should be able to respond to the challenges of marketing properties across different communities regarding socio-economic background and reflecting the nation's transformation. Due to this, property agents make use of language, visuals, and branding that aligns with South Africa's multicultural society while keeping in mind the legacy of apartheid-era inequalities. This study focuses on how semiotics is used in the different advertisements presented on Property24 by the marketing agents. This research examines ways in which real estate companies create their brand identity, make use of devise differential messages, and refine their messages for specific target audiences in a post-apartheid South Africa through focusing on three different areas within Cape Town: Durbanville, Mitchells Plain, and Khayelitsha.
Extraposition and Optionality: an Investigation of Information Packaging in Paarl-Kaaps
(University of the Western Cape, 2025) Smith, Lawren Hayley
Presently, (Paarl-) Kaaps is an under-documented linguistic system. This applies to all levels of language, including syntax, which is the focus of this study. In particular, this dissertation aims to investigate the phenomenon of extraposition, which is the displacement of constituents from their canonical position in the middle of the clause, to the right of the verb. Importantly, extraposition represents one area in which grammar seems to permit some optionality, as both extraposed and non-extraposed structures are frequently grammatical. Grammatical and information packaging properties are considered as factors conditioning extraposition. A major strength of this dissertation is that it considers actual cases of extraposition in a spoken corpus of Paarl-Kaaps, as well as cases where extraposition was (im-)possible. In other words, a three-way distinction is made between actual cases of extraposition, cases in which extraposition would still yield a grammatical expression, and cases in which extraposition would have resulted in ungrammaticality. Viewing the data in this way highlights the optionality in grammar. Furthermore, this dissertation also aims to determine how extraposition can be used by speakers as a variable to construct their identity depending on the nature of their relationship with the interlocutor.
Re-imagining pedagogy in higher education: facilitating epistemic access and student success
(University of the Western Cape, 2024) Witbooi, Bronwyn
This research project responds to the contemporary calls for broadened epistemic access, decolonized curricula, and transformation within higher education institutions. Recent scholarship indicates that affective factors, such as emotion and the awareness and stimulation of engagement, assist students in establishing a sense of connection with each other and the higher education institution and are important factors in their success. Situated within a decolonial perspective, this project is framed by theories of academic/social literacies, social semiotics, embodied learning, multimodal pedagogies, and student emotions, to explore the transformative potential of including unconventional pedagogical and assessment approaches that enable a more comprehensive expression of students within the higher education context. Through an action research design, it explores how a module design that permits different modes of meaning-making enables a more creative affective response, which taps into students' motivation, creativity, and imagination, enabling access to knowledge and knowledge building that could facilitate greater access to academic knowledge and student success.
Extraposition and optionality: an investigation of information packaging in Paarl-Kaaps
(University of the Western Cape, 2025) Smith, Lawren Hayley; Pretorius
Presently, (Paarl-) Kaaps is an under-documented linguistic system. This applies to all levels of language, including syntax, which is the focus of this study. In particular, this dissertation aims to investigate the phenomenon of extraposition, which is the displacement of constituents from their canonical position in the middle of the clause, to the right of the verb. Importantly, extraposition represents one area in which grammar seems to permit some optionality, as both extraposed and non-extraposed structures are frequently grammatical. Grammatical and information packaging properties are considered as factors conditioning extraposition. A major strength of this dissertation is that it considers actual cases of extraposition in a spoken corpus of Paarl-Kaaps, as well as cases where extraposition was (im-)possible. In other words, a three-way distinction is made between actual cases of extraposition, cases in which extraposition would still yield a grammatical expression, and cases in which extraposition would have resulted in ungrammaticality. Viewing the data in this way highlights the optionality in grammar. Furthermore, this dissertation also aims to determine how extraposition can be used by speakers as a variable to construct their identity depending on the nature of their relationship with the interlocutor.
Foodscapes and positioning of staple food in Africa: a case of youth perceptions on maize consumption discourses in Cape Town
(University of the Western Cape, 2024) Mhlongo, Nandi Hlengiwe ; Mafofo, Lynn
Staple food has been a part of food consumption discourses for a long time. They make up the dominant part of the world’s diet as they are eaten regularly and even daily in some places. As a result of globalisation, some of the staple foods have become popular in global markets and foodscapes such as restaurants and other eateries. These include staple foods such as potatoes, rice and flour products dominating both restaurants and supermarket delicatessens. However, maize products are scarce in South African foodscapes and in particular, the restaurants and supermarket delicatessens This is an interesting gap to look at because maize is a common staple food throughout Africa and has been consumed by most Africans as their main starch since the colonial era. The subject of food consumption is of interest to many scholars and has been widely studied within different fields. A review of the literature reveals that most of the research relating to food consumption discourses has largely focused on healthy consumption, food security, fast-food consumption and eating practices relating to lifestyle choices. While this literature is significant, there is a gap in research concerning the staple food consumption discourses. The study therefore investigates how maize meals and products are positioned in a few selected foodscapes.
The material culture of Muay Thai within the linguistic landscapes of selected South African and Thailand gyms.
(University of the Western Cape, 2024) Clarke, Kristin Joy; Peck, Amiena
This thesis explores the representation of Muay Thai within vastly different sporting spaces of South Africa and Thailand under the lens of material culture. Muay Thai is Thailand’s national sport, which has been practiced for centuries. It is gaining popularity worldwide as a martial art, a system of self-defence and a method of fitness. Although it has been around for an extended period of time, Muay Thai has arguably been subjected to constant evolution contingent on the space in which it is found. The linguistic landscape (LL) comes into play here, as signs in Thailand and South Africa index different cultures. Hence, the representation of Muay Thai in these different spaces is of sociolinguistic interest in this study. The study takes a qualitative approach in terms of data collection. I conduct three semi-structured interviews with two Krus (Thai word for coaches) and one fighter. I also reflect on field notes recorded while visiting Thailand. The subject matter pertaining to the Krus involves their position in the martial arts, their views on how the sport differs in South Africa and Thailand, and their views on femininity within the sport itself. The subject matter explores the fighter’s views on femininity within the sport and how she observes Muay Thai practised in South Africa and Thailand.
Exploring user-generated multilingualism on 7de laan’s Instagram page: a multisemiotic analysis
(University of the Western Cape, 2023) Stevens, Danielle Farryn; Peck, Amiena
This study investigates South Africa’ Afrikaans-dominant soapie known as 7de laan or 7th Avenue. This soapie’s presence is also visible on social media known as “real7delaan’’. This study is interested in the manner in which multilingualism emerges online by ostensibly heterogenous users. This study also explores unscripted user-generated multilingualism amongst diverse fans of the multilingual South African soapie. It could be said that virtual spaces such as Instagram, is often construed as a monolingual environment, as the majority of the content found online is in one language, which is English (Leu & Mohamoud, 2021). This may allow for lesser accessibility of information among diverse users with different linguistic profiles on the internet. This study investigates whether this is case objectively on the “real7delaan” Instagram page. This study primarily looks at code-meshing and translanguaging as it emerges in the unmonitored comments section as well as within the video data, this is then discussed concerning the notion of translingual practice. The data used for the study was collected using purposeful sampling to select 3-5 highly multilingual posts on the “real7delaan’’ Instagram page, of which there was an in-depth analysis of the comments using discourse analysis. The video data in the selected posts were analysed through a multi-semiotic analysis. The study concluded that the comments that were made under select posts on the “real7delaan” Instagram page had resulted in a discovery of code-meshing and translanguaging among users on the page, as well as the emergence of a consistent mix of formal and informal language styles amongst 7de laan users on the Instagram page.
Place-making in the linguistic landscape of Europe, Eyadini and Marikana
(University of the Western Cape, 2023) Ndude, Asisithi; Mokwena, Lorato
Informal settlements are undeniably a part of the South African semiotic landscape and can be established instantly. As most informal settlements are ‘initiated’ by citizens, residents of informal settlements assume the responsibility of naming their place of residence and crafting a system for navigation purposes. Studies in Linguistic Landscapes have greatly concentrated on established and well-developed urban spaces and little attention has been devoted to less developed areas such as informal settlements in South Africa. Therefore, using qualitative research methods to collect the data, this study explores the place-making strategies of three informal settlements in Cape Town, Eyadini, Marikana and Europe. The study makes use of pictorial data as well as interviews conducted with purposively selected participants in the area. The study investigates spatial navigation, linguistic choices and practices, written and non-scripted signage and place-making strategies including ideological meanings. It draws on the Multimodal Discourse Analysis as a theoretical framework to interpret the assemblage of semiotic resources residents of informal settlements draw upon and attach meaning to their physical environments during spatial navigation.
The emergence and role of the Influencer in online marketing campaigns: A Multimodal Discourse Analysis
(University of the Western Cape, 2023) Gunkel ,Sian Theresa; Peck, Amiena
Since the advancement of social media came the birth of influencer marketing. Within this digital setting, this paper explores the emergence and evolution of the influencer within social media marketing, i.e1, the rise of individual users with the power to influence consumer buying behaviour, create vast brand awareness, and increase distribution rates for businesses due to their online presence. This type of marketing is known worldwide today as influencer marketing, an individual or group of individuals who leverage their online presence to influence consumer markets. Investigating the impact of influencers on commercial companies and potential buyer behaviour is increasingly required to better understand the correlation between influencer(s) (whether authentic or not) and consumers and the direct impact on consumer markets and buying behaviour. This research paper investigates two distinct case studies that use influencer marketing to appeal to the greater public to gain sales and grow their businesses. The first case study focuses on the international e-commerce retail giant Revolve Clothing and a particularly controversial incident regarding its chosen influencers for marketing campaigns in 2018. The second case study centres on the failed luxury music event known as the Fyre Festival. These two case studies are used as a backdrop to solicit responses from online users concerning their perception of the events and the influencers. This solicitation was conducted through an online questionnaire from approximately 30-50 individuals around the world through the means of snowball sampling. The questionnaire covers consumer behaviour on Twitter and Instagram, investigating its impact on commercial companies. The study employs a multisemiotic discourse analysis as the chief analytical framework for this study to explore participants’ responses to the influencer culture of these two case studies.
Globalisation and food positioning semiotics: Halaal food access and perceptions among Muslims in Cape Town
(University of the Western Cape, 2023) Seboa, Ammaarah; Mafofo, Lynn
Foodscapes are overflowing with food products from different countries, as globalisation and marketisation promote the mobility of humans and goods. To ensure food security for the nation, globalisation encourages transnational branding and the rebranding of food products during distribution to wider consumers. However, accessing food in such foodscapes can be challenging to Muslims who are obligated to only eat halaal food according to Islamic religious beliefs. The Islamic dietary laws define food products that are halaal as lawfully acceptable for consumption and the food products to avoid are termed haram. The term halaal is complex, as it does not just pertain to the condition of food products, but also the way of life for Muslims. As such, Muslims have to be literate to read the semiotics of food in instances where not all foods are labeled to determine whether it is halaal or haram.
An analysis of linguistic errors in translations of complainants� sworn statements
(University of the Western Cape, 2023) Flusk, Shinaed Tyler; Ralarala, Monwabisi
English remains the official language of record in South Africa and is used in most, if not all, aspects of the justice system (Ralarala, 2014). As a result, sworn statements made by complainants in any of the other official languages are translated by police officers into English to be used as evidence in a court of law. Police personnel are not sworn translators or interpreters and are not required to be. This has major implications for the legal process as well as for the complainant. When evidence is presented in court in South Africa, a sworn statement supersedes any oral story, and therefore inaccuracies in the translated version have profound consequences. Linguistic errors which creep into written translations made by police officers alter the authenticity of the sworn statement and result in discrepancies between oral testimony and written testimony.
An analysis of linguistic errors in translations of complainants� sworn statements
(University of the Western Cape, 2023) Flusk, Shinaed Tyler; Ralarala, Monwabisi K
English remains the official language of record in South Africa and is used in most, if not all, aspects of the justice system (Ralarala, 2014). As a result, sworn statements made by complainants in any of the other official languages are translated by police officers into English to be used as evidence in a court of law. Police personnel are not sworn translators or interpreters and are not required to be. This has major implications for the legal process as well as for the complainant. When evidence is presented in court in South Africa, a sworn statement supersedes any oral story, and therefore inaccuracies in the translated version have profound consequences. Linguistic errors which creep into written translations made by police officers alter the authenticity of the sworn statement and result in discrepancies between oral testimony and written testimony. These discrepancies have serious legal implications and could constitute a miscarriage of justice, impeding complainants� access to justice. The study of linguistic errors is usually found in research related to language learning and teaching; to the best of my knowledge, such research is sparse in relation to Forensic Linguistics.
�I felt like the words became a part of me�: South African feminist live poetry and the affective encounter
(University of the Western Cape, 2023) McKenzie, Jenah E; Bock, Zannie
Live poetry exists as a powerful channel through which to protest against oppressive mechanisms prevalent in society. The platform � a safe space for the voices that are often silenced in other discursive spaces � has grown in popularity as a powerful avenue for feminists to share personal narratives, provoke discussions on gender-based violence (GBV), discursively resist against dominating patriarchal power, and empower women through the sense of community that is created during, and following, a live poetry event. By sharing deeply personal narratives of lived-experiences, a poet has the power to connect with an audience in profound ways. Therefore, live poetry, due to the compelling discursive mechanisms and embodiment used, has the ability to bring about powerful instances of affect, where audience members feel connected with the poets� narratives. Over time, these affective encounters could result in deeper empathic abilities for understanding the stories of others and could lead to changes in attitudes, with positive implications for the fight for women empowerment.
Semiotic remediation as discourse practice in three Woolworths branded spaces
(University of the Western Cape, 2022) Small, Zoe; Banda, Felix
Woolworths is known as one of South Africa�s largest retailers with over 400 retail chains across South Africa, while also expanding into other African countries and the Middle East. This study aims to analyse the dialogicality of the different Woolworths texts and semiotic objects across the different sites of advertising through the use of three spaces: the physical space, virtual space and textual space (brochures) to ascertain differences and similarities in the semiotic design features and meaning making across the spaces in the advertising process. Methodologically, the study adopts a three pronged approach to data collection. Firstly, collecting data in the physical space of one Woolworths store in particular, located in Tyger Valley shopping mall using the walking approach. Secondly, while in the physical space, brochures as products of the textual space, were collected as data for the study. Thirdly, in the virtual space materials were collected via means of the screenshot function on a smartphone and laptop.
Metaphorical extensions as a basis for grammaticalization with special reference to Zulu auxiliary verbs
(University of the Western Cape, 1991) Mkhatshwa, S; Hendrikse, A
In this thesis certain notions such as grammaticalization metaphors, semantic field analysis, categorization, proto-type theory and topology are used in order to explore the nature and the development of the auxiliaries in Zulu. The view that Zulu auxiliaries derive from full verbs is specifically and systematically examined.
Some sociolinguistic aspects of second language teaching and learning of Xhosa
(University of the Western Cape, 1987) Zotwana, S; GowIett, D
During the period between March 1974 and June 1981, I was involved in the teaching of Xhosa to non-mother-tongue speakers at Rhodes University. This experience brought me face to face with problems for which my training as a teacher of Xhosa had not prepared me as my training had been in the firs t-language teaching and learning of Xhosa. It also sensitized me to some of the problems and contradictions that characterize the teaching o f Xhosa to White learners. The sensitization itself came in the form of a frustration which was two-dimensional.
Archaisms of Kinyarwaanda: a sociolinguistic study
(University of the Western Cape, 2002) Igiraneza, T; Banda, F
This is a socio-historical study of the Kinyarwaanda language. On the basis of the method of internal reconstruction and the method of the Principal Components Analysis (PCA), the study analyses linguistic variations that occurred in the parent language of the Kinyarwaanda language and whose result is contemporary Kinyarwaanda. Those variations or changes occurred on three levels: the phonological level, the morphosynactic level and the lexico-semantic level.
Revitalization of the Urhobo language across physical and virtual spaces
(University of the Western Cape, 2022) Onowode, Patience Adarighofua; Banda, Felix
There is increasing interest in finding an effective revitalization system for safeguarding small and endangered languages. Therefore, this study explores the revitalization of Urhobo, an endangered minority language spoken by over two million people in Nigeria. The study also did a morphological and syntactic analysis of the language and the findings revealed some important aspects of the phonological and morpho-syntactic structure of the language. The syllables of the Urhobo language are open ended which ensures vowel endings. Its sound system consists of 28 consonant phonemes, and several of them can function as allophones as their interchangeable usage does not influence word meaning. Both bound and free morphemes exist in the Urhobo language, and affixation is the most common morphological process in the language.

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