Decolonising the media : the use of indigenous African languages in South African television advertisements

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dc.contributor.advisorDowling, Tessaen_ZA
dc.contributor.advisorSmouse, Mantoaen_ZA
dc.contributor.authorGrier, Lara Anneen_ZA
dc.date.accessioned2015-08-10T06:31:19Z
dc.date.available2015-08-10T06:31:19Z
dc.date.issued2015en_ZA
dc.description\en_ZA
dc.description.abstractAdvertisements 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.en_ZA
dc.identifier.apacitationGrier, L. A. (2015). <i>Decolonising the media : the use of indigenous African languages in South African television advertisements</i>. (Thesis). University of Cape Town ,Faculty of Humanities ,African Languages and Literatures. Retrieved from http://hdl.handle.net/11427/13659en_ZA
dc.identifier.chicagocitationGrier, Lara Anne. <i>"Decolonising the media : the use of indigenous African languages in South African television advertisements."</i> Thesis., University of Cape Town ,Faculty of Humanities ,African Languages and Literatures, 2015. http://hdl.handle.net/11427/13659en_ZA
dc.identifier.citationGrier, L. 2015. Decolonising the media : the use of indigenous African languages in South African television advertisements. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Grier, Lara Anne AB - 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. DA - 2015 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2015 T1 - Decolonising the media : the use of indigenous African languages in South African television advertisements TI - Decolonising the media : the use of indigenous African languages in South African television advertisements UR - http://hdl.handle.net/11427/13659 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/13659
dc.identifier.vancouvercitationGrier LA. Decolonising the media : the use of indigenous African languages in South African television advertisements. [Thesis]. University of Cape Town ,Faculty of Humanities ,African Languages and Literatures, 2015 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/13659en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentAfrican Languages and Literaturesen_ZA
dc.publisher.facultyFaculty of Humanitiesen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherIndigenous African Languages and Literaturesen_ZA
dc.titleDecolonising the media : the use of indigenous African languages in South African television advertisementsen_ZA
dc.typeMA
dc.type.qualificationlevelMastersen_ZA
dc.type.qualificationnameMAen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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