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Decolonising the media : the use of indigenous African languages in South African television advertisements
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| Other Authors: | |
| Format: | Thesis |
| Language: | English |
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African Languages and Literatures
2015
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| _version_ | 1867613150143053824 |
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| access_status_str | Open Access |
| author | Grier, Lara Anne |
| author2 | Dowling, Tessa |
| author_browse | Dowling, Tessa Grier, Lara Anne |
| author_facet | Dowling, Tessa Grier, Lara Anne |
| author_sort | Grier, Lara Anne |
| collection | Thesis |
| description | \ |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/13659 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:31:34.243Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | African Languages and Literatures |
| publisherStr | African Languages and Literatures |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/13659 Decolonising the media : the use of indigenous African languages in South African television advertisements Grier, Lara Anne Dowling, Tessa Smouse, Mantoa Indigenous African Languages and Literatures \ Advertisements in African languages are generally confined to radio, and in that medium are factual, dialogic and direct. When used in television advertising, however, South Africa’s indigenous languages play a less informative role, being employed rather to index a concretised African essence, African identity, urban style, or a particular reified postapartheid togetherness and cultural mobility. In this dissertation I analyse six television advertisements, all using African languages or language varieties, broadcast over the years starting 2010 through to 2014. I reflect on how and why the African language is used and to what extent African languages are no longer seen by television advertisers as carriers of information but as exploitable symbols of trustworthiness, multiculturalism, belonging and innovation. Methodology includes interviews with agencies, sociolinguistic analyses of the varieties used, detail on brands and products represented by the language and a small pilot study with viewers to ascertain their responses to the six selected advertisements. 2015-08-10T06:31:19Z 2015-08-10T06:31:19Z 2015 MA Masters MA http://hdl.handle.net/11427/13659 eng application/pdf African Languages and Literatures Faculty of Humanities University of Cape Town |
| spellingShingle | Indigenous African Languages and Literatures Grier, Lara Anne Decolonising the media : the use of indigenous African languages in South African television advertisements |
| thesis_degree_str | Master's |
| title | Decolonising the media : the use of indigenous African languages in South African television advertisements |
| title_full | Decolonising the media : the use of indigenous African languages in South African television advertisements |
| title_fullStr | Decolonising the media : the use of indigenous African languages in South African television advertisements |
| title_full_unstemmed | Decolonising the media : the use of indigenous African languages in South African television advertisements |
| title_short | Decolonising the media : the use of indigenous African languages in South African television advertisements |
| title_sort | decolonising the media the use of indigenous african languages in south african television advertisements |
| topic | Indigenous African Languages and Literatures |
| url | http://hdl.handle.net/11427/13659 |
| work_keys_str_mv | AT grierlaraanne decolonisingthemediatheuseofindigenousafricanlanguagesinsouthafricantelevisionadvertisements |