Magister Artium - MA (Linguistics, Language and Communication)

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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.
The social semiotics of hair: Re-constructing cape coloured South African female identities- the transition
(University of the Western Cape, 2022) Jansen, Anoesjka; Banda, Felix
Cape Coloured women have been misrepresented and misunderstood for generations as a result of apartheid and the deeply rooted ideologies at play during that time. The Coloured body was subjected to the colonial ideals of the time and these strained standards had adverse effects on the relationships these women had with their identity wrapped up in their hair. The aim of this study is to highlight the effects apartheid beauty norms had on their identity, to showcase the narrowed view of the media and their ill representation of Coloured women and their hair by providing Coloured women with an outlet to retell their hair stories of transitioning from the ridged colonial past into a decolonized present and future. Through the methodological approach of the Narrative inquiry, data was collected through interviews. Further data was collected via Media and Social Media platforms.
The social semiotics of hair: re-constructing cape coloured South African female identities- the transition
(University of the Western Cape, 2022) Jansen, Anoesjka; Banda, F
Cape Coloured women have been misrepresented and misunderstood for generations as a result of apartheid and the deeply rooted ideologies at play during that time. The Coloured body was subjected to the colonial ideals of the time and these strained standards had adverse effects on the relationships these women had with their identity wrapped up in their hair. The aim of this study is to highlight the effects apartheid beauty norms had on their identity, to showcase the narrowed view of the media and their ill representation of Coloured women and their hair by providing Coloured women with an outlet to retell their hair stories of transitioning from the ridged colonial past into a decolonized present and future. Through the methodological approach of the Narrative inquiry, data was collected through interviews. Further data was collected via Media and Social Media platforms. The theoretical framework of Critical Multisemiotic/Multimodal Discourse Analysis was used to unpack and analyse the data alongside Analytical frameworks of identity. The major findings suggest that through transitioning back to natural hair, Coloured women are restoring relationships with their hair and as a result now have the ability to re-construct their identity through decolonizing their hair. It is concluded that identity is a complex and fluid entity that can be presented and represented in various spheres of being including that of hair. Hair is a marker of identity, a form of expression that, for women in this case, is a complex factor of their identity and no matter how you may phrase it, as a result of the wretched past, hair unfortunately is not �just� hair.
What is the relationship between the home language and literacy backgrounds of Afrikaans-speaking learners and their proficiency in English?
(University of the Western Cape, 2003) Adams, Anthea; Pluddemann, Peter
In this study, which is an example of three ethnographic type case studies, I explore the relationship between the literacy backgrounds and home language of Afrikaans speaking learners and their proficiency in English. My literature review mainly focuses on research pertaining to language-in-education in a South African context and where applicable, an international context. I identify two aspects, which are significant in the development of the three children's English proficiency' These aspects are the following: (i) The difference between the school language (LoLT) and home language of the three children. (ii) The difference between the school literacy practices and the home (or alternative) literacy practices. My thesis takes the view of the New Literacy Studies that literacy is situated socially and that children's literacy practices are shaped at home. I discuss the terms literacy practices and literacy events in terms of the social practices approach to literacy. Theories about reading and writing include the emergent literacy approach according to which becoming literate is described as a process whereby reading, writing and oral language are all integral parts of literacy learning, I discuss the English language proficiency of the three children in terms of Cummins' (i981) development of two continua, of context embedded, cognitively undemanding communication and context reduced, cognitively demanding communication, which is an extension of the BICS and CALP theory in language development. I reflect on how my experience as an English teacher in a multicultural township school indicates that the hegemony of English may influence school governing bodies to adopt assimilationist language policies. With reference to literacy, the term "assimilationist" refers to people choosing to learn a high-status language to the detriment of their own home language/s. The implications of such language choices are the reinforcement of English and the continuing low status of their home language/s. I conclude this mini-thesis by making recommendations to stakeholders in education.
A profile of multilingual skills of young adult Xhosa mother tongue speakers
(University of the Western Cape, 2006) George, Erica Bernidine; Anthonissen, C.A
In South Africa, a country with 11 official languages, bilingualism and multilingualism are common language features across the population. Out of this context popular and untested claims, relating to the extent and value of these bilingual and multilingual abilities, have been made. Kathleen Heugh QOO2) has challenged various popular views surrounding bilingual and multilingual education in South Africa that have become entrenched in our sociolinguistic debates, exposing the fact that there is very little or weak evidence to support these views. This thesis attempts to ascertain whether some of these claims could be verified, disproved, or possibly produce alternative perspectives. Through the use of questionnaires, a selection of Xhosa mother tongue speakers were asked to list, assess and comment on their various language skills. The four basic language skills focused on are the oracy skills of understanding (listening) and speaking, and the literacy skills of reading and writing. A profile of the respondents' linguistic abilities and attitudes has been constructed with specific emphasis on the use of ) Xhosa and English in different social contexts. This profile enables the identification of the languages in which the respondents claim proficiency. It also gives an indication of whether language shift is taking place, and provides information on attitudes towards the urban mixed Xhosa dialect. The data collected has been used to indicate: (i) the kinds of bilingual or multilingual skills that young adult learners have developed, (ii) which varieties of Xhosa were mostly used in this community of speakers, (iii) which variety of Xhosa these speakers preferred, and (iv) what explanations young ) Xhosa mother tongue speakers themselves provided for their use of a mixed code. The analysed data has been used to give an indication of how multilingual and multidialectal young speakers actually are. It has also been used to indicate which dialects of Xhosa are most popular and which are possibly in decline. This was further used to indicate whether young Xhosa mother tongue speakers perceive language shift as a real threat' or as an inevitable and acceptable consequence of the current, modem lifestyle in a multilingual social environment. Decisions on the necessity for intervention to develop, maintain or re-vitalize a threatened variety are considered on the basis of these findings. The insights gleaned from this type of questionnaire have been used to distinguish between real attitudes and patterns of language use as opposed to popularly assumed attitudes and patterns of use.
Choice of language for learning and assessment: the role of learner identity and perceptions in informing these choices.
(University of the Western Cape, 2009) Jantjies, Nomxolisi; Stroud, Christopher
South Africa, like many ex-colonial contexts finds itself confronting difficult decisions about multilingualism. The South Africa constitution recognizes eleven official languages and provides for education in these languages. At present, few parents opt to put their children in African language classrooms. This study explores the case of an inner-city school in Cape Town which offered limited provisions in learning in Afrikaans and isiXhosa besides the main language English. The study elicited learners' ideas and attitudes about the viability of these languages as languages of teaching and learning through the primary use of interviews. Learners' perceptions of language are discussed within a language ideological framework that distinguishes between modernist and post modernist ideas of language in a transforming postmodern context. Among the findings are ideologically loaded discourses of how these learners undermine the use of Afrikaans and isiXhosa as languages of education in order to create or enact a certain learner identity which they deem appropriate for this context. Furthermore, downgrading of their languages is largely embedded in the need to separate languages of the home and education as some languages are more than others believed to offer social and economic flexibility.
Die Afrikaans van Kharkams
(University of the Western Cape, 1983) Links, Thomas Hodson; Ponelis, F.A
ln Die Afrikaans van Kharkams word daar in HOOFSTUK I eers 'n uiteensetting gegee van die motivering vir en die aard van die studie. Hierna volg 'n beskrjming van die navorsingsgebied, Kharkams, uit 'n historiese, geografiese en sosiale oogpunt. Omdat die studie 'n dialekmonografie is en die dialektiese aard van Kharkams se taal beskryf word teen die agtergrond van Algemeenbeskaafde Afrikaans, word die begrippe Algemeen-beskaaf en dialek van nader omskryf. HO0FSTUK 2 behandel die fonol ogiese eiesoortigheid van die groep respondente se taalgebruik en al die wisselings by die vokale, diftonge en konsonante word van nader bekyk en toegelig met voorbeelde uit die opnames en optekeninge. T.o.v. somnige fons= logiese eienaardighede van KT word 'n diachroniese aanloop gegee en wat o.a. opval in die opsig is dat baie van die verskynsels baie oud in Afrikaans is en soms 'n vroeEr klankstadium van Afrikaans verteernuoordig. Vgl. monoftongering (3.1.1) en epentese.
The sociosyntax of verb-second and verb-third placement in Manenberg Kaaps
(University of the Western Cape, 2022) Van Rooi, Chevan; Pretorius, Erin
The primary goal of this study is to provide a detailed and sharply focused sociosyntactic description and analysis of an aspect of clausal word order variation in Kaaps. Kaaps is a grammatically understudied, historically rich and marginalised variety of Afrikaans. Special attention is given to the use of verb-second (V2) and verb-third (V3) in relation to sociolinguistic variables such as location, language background and age. V2 and V3 refer to the position of the verb in a sentence and are typical properties of West Germanic languages. The study aims to understand possible variations in V2 and V3 and to locate this variation in relation to sociolinguistic intricacies. Syntactic patterns gathered from this research will contribute to the documentation and description of Kaaps grammar, to our understanding of word order variation in Kaaps and in Afrikaans more generally, and they will also provide insight into how Kaaps fits into the West Germanic language family.
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.

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