dc.contributor.author |
Phaahla, Pinkie
|
|
dc.date.accessioned |
2012-05-21T07:36:34Z |
|
dc.date.available |
2012-05-21T07:36:34Z |
|
dc.date.issued |
2010 |
|
dc.identifier.citation |
Phaahla, Pinkie; 2010.Multilingualism in a global village:What is the future of a local language (e.g. Northern Sotho) in an increasingly globalized world? South African Journal of African Languages,vol.30,no.1,2010.pp.52-65. |
en |
dc.identifier.issn |
0257-2117 |
|
dc.identifier.uri |
http://hdl.handle.net/10500/5718 |
|
dc.description.abstract |
South Africa is currently occupying a precarious position within a framework of globalization and
internationalization where cultural and linguistic pluralism prevail. There is divergence between South
Africa’s multilingual language policy on the one hand, and its language practices on the other. Although
South Africa is in its 16th year of democracy, people are still grappling with issues such as the financial
costs of using more than one official language in commerce and industry. It is argued that it is extremely
costly to change letterheads and logos of companies in an attempt to align them with the languages of the
country, a notion that does not take into cognisance the reality of South Africa as a multilingual country.
The idea expressed is that using some of the 11 official languages and sign language in parallel will be
contingent to practicality and expense.
The purpose of this article is twofold. First, it seeks to determine whether a balance can be maintained
between the global need to communicate and the need to preserve local and regional identities and cultures.
Secondly, it endeavours to establish whether it is feasible in South Africa, to maintain the prospects of
multilingualism on the one hand and to simultaneously promote the use of the local indigenous languages
on the other, in an increasingly globalized world. A previous study, which established the feasibility of
using a language of limited diffusion (e.g. Northern Sotho) as a language of commerce and industry,
will be a case in point. The article will further determine the apposite environment as an enabler for
employing Northern Sotho as a language of marketing, advertising and business. Language practices in
the sectors of organic financial growth in South Africa are also explored. |
en |
dc.language.iso |
en |
en |
dc.publisher |
African Language Association of Southern Africa. |
en |
dc.title |
Multilingualism in a global village:What is the future of a local language (e.g. Northern Sotho) in an increasingly globalized world? |
en |
dc.type |
Article |
en |