The Use of Language in the Media: A Vehicle for Indigenous Cultural Practices in Selected SABC Television Drama Series

Abstract

The worth of using language to convey information is rooted in our cultural mythology. Media, through its role of teaching, can play its part in the socio-cultural empowerment of the people. It is a common belief that it is the faculty of language which has made it possible for the human race to develop diverse cultures and it is the acquisition of language which has permitted development to take place within some cultures. The power of using a language that people speak and understand resides not only in the conveyance of the cultural values and norms of the people, but also in educating them to become better people. Language embodies the history of people and carries their culture and this must eventually reflect in their image as people. The media is one of the powerful institutions that play a major role in the propagation of culture because it is the most commonly used source to communicate with people. It is on this basis that this paper explores the extent to which the media attempts to affirm the importance of each and every person within South African society by ensuring that their cultures, through the use of language, are preserved.