Afrikaans is way cooler than this

Found on The Leo Africanus on 21 May 2009
By Herman Wasserman

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003367 Agency Poster Final

So the Afrikaans advertising award Pendoring has embarked on a campaign to promote, well, itself but also Afrikaans creativity in general. Afrikaans is still big business, even if safari suits are out of fashion (a more serious take on this here).

You would be expecting some cutting edge wit from the gurus at the liegfabriek, right? Perhaps they would choose to showcase avant garde young Afrikaans musicians (surely they would have checked out Gazelle (link) or Tidal Waves, the band behind the catchy “lekka lekka dans“) artists, writers, noem maar op, to underline the point they are trying to make about the vibrancy of the language, its ability to forge new alliances, top assimilate influences, to swerve, flow and dance with the currents.

Sorrie ou pellie. Instead, they revert to the tired old iconic images of Bennie Boekwurm, Haas Das and Riaan Cruywagen to buy into the notion that Afrikaans has to be ‘preserved’ like a jam in ouma se spens or saved like an endangered species (kinda like that old bumper sticker seen on Ford Cortinas in the dizzy days of the transition: ‘Forget the White Rhino. Save the White Ou’).

I suppose old Bennie Boekwurm and Haas Das can still bring a warm gush to the hearts of 40-somethings who remember them from primary school. But the Afrikaans Chuck Norris can only remind us of the days when it was ‘professional’ to keep a straight face while reporting the government’s propaganda.

Does Afrikaans really need nostalgia to survive? If so, it’s already too late for the language. But I still believe Afrikaans is dynamic rather than static- this is indeed where its viability lies. Anyway, Afrikaans can be way cooler than Bennie, Haas and Riaan.

Preserving Languages Is About More Than Words

Found on WashingtonPost.com on 5 May 2009

By Kari Lydersen
Washington Post Staff Writer
Monday, March 16, 2009; Page A0

The traditional Irish language is everywhere this time of year, emblazoned on green T-shirts and echoing through pubs. But Irish, often called Gaelic in the United States, is one of thousands of “endangered languages” worldwide. Though it is Ireland’s official tongue, there are only about 30,000 fluent speakers left, down from 250,000 when the country was founded in 1922.

Irish schools teach the language as a core subject, but outside a few enclaves in western Ireland, it is relatively rare for families to speak it at home.

“There’s the gap between being able to speak Irish and actually speaking it on a daily basis,” said Brian O’Conchubhair, an assistant professor of Irish studies at the University of Notre Dame who grew up learning Irish in school. “It’s very hard to find it in the cities; it’s like a hidden culture.”

Irish is expected to survive at least through this century, but half of the world’s almost 7,000 remaining languages may disappear by 2100, experts say.

A language is considered extinct when the last person who learned it as his or her primary tongue dies. Last month, the United Nations Educational, Scientific and Cultural Organization (UNESCO) launched an online atlas of endangered languages, labeling more than 2,400 at risk of extinction.

Hot spots where languages are most endangered include Siberia, northern Australia, the North American Pacific Northwest, and parts of the Andes and Amazon, according to the Living Tongues Institute for Endangered Languages, a nonprofit partnering with National Geographic to record and promote disappearing tongues.

Language extinction has been a phenomenon for at least 10,000 years, since the dawn of agriculture.

“In the pre-agricultural state, the norm was to have lots and lots of little languages,” said Gregory D.S. Anderson, director of the Living Tongues Institute. “As humans developed with agriculture, larger population groups were able to aggregate together, and you got larger languages developing.”

Languages typically die when speakers of a small language group come in contact with a more dominant population. That happened first when hunter-gatherers transitioned to agriculture, then during periods of European colonial expansion, and more recently with global migration and urbanization. The spread of English, Spanish and Russian wiped out many small languages.

“As long as people feel embarrassed, restrained or openly criticized for using a particular language, it’s only natural for them to want to avoid continuing to do what’s causing a negative response, whether it’s something overt like having your mouth washed out or more subtle like discrimination,” Anderson said.

Russian-language-only policies have virtually extinguished many Siberian languages, including Tofa, which lets speakers use a single word to say “a two-year-old male, un-castrated, ridable reindeer.”

In the United States and Australia in past decades, the government forced native peoples to abandon their languages through vehicles such as boarding schools that punished youth for speaking a traditional tongue. Many Native American and aboriginal Australian languages never recovered. The United States has lost 115 languages in the past 500 years, by UNESCO’s count, 53 of them since the 1950s. Last year, the Alaskan language Eyak disappeared with the death of the last speaker.

Indigenous groups also may abandon localized tongues for a dominant indigenous alternative, such as Quechua in South America. Or they might shift to a pidgin, or hybrid, of various local languages.

Extinct languages can be revived, especially when they have been recorded.

“But when you skip a generation, it’s hard to pick a language back up again,” said Douglas Whalen, president of the Endangered Language Fund, which gives grants to language-preservation projects. “You need a community that is really committed and will bring children up from birth in the second language, even if they themselves are not the most fluent speakers.”

Michael Blake, an associate professor of philosophy and public policy at the University of Washington, said languages have always changed and disappeared over time, and he argues against the idea that all languages should be preserved.

“When we have indigenous languages in danger because of what we’ve done to these communities, that’s the real reason” behind preservation pushes, he said. “But it’s a much more complicated argument. It doesn’t mean every language now has the right to be immortal.”

Preservation proponents say there are cultural and pragmatic reasons to save dying languages. Many indigenous communities have in their native tongues vast repositories of knowledge about medicinal herbs, information that could provide clues to modern cures. The Kallawaya people in South America have passed on a secret language from father to son for more than 400 years, including the names and uses of medicinal plants. It is now spoken by fewer than 100 people. Preserving languages is also key to the field of linguistics, which could offer a window into the workings of the brain.

The Living Tongues Institute recruits youth who are not fluent in their traditional tongue to become “language activists,” using digital equipment to document their elders’ voices and learn the language themselves. This creates a record and builds pride in the language.

Such pride has been key to a modest popular resurgence of the Irish language. Paddy Homan, an Irish musician and social worker who immigrated to Chicago two years ago, thinks the 1990s’ “Celtic Tiger” economic boom was a major boost for Irish.

“It used to feel like a sin to speak the Irish language; the English made us feel bad about ourselves, like we were just a nation of alcoholics,” said Homan, 34. “Now we feel proud, and speaking Irish is the fashionable thing to do.”

Ghana Togo Mountain languages

Found on Check4Links.com on 2 May 2009

landscape print

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Picture of the main street leading into the mountain village of Logba Tota in the Volta Region of Ghana. The old (now derelict) Chiefs palace is visible on the skyline.

Ghana-Togo Mountain languages
Togo Remnant, Central Togo
Geographic
distribution:
Côte d’Ivoire, Ghana, and Togo
Genetic
classification
:
Niger-Congo
Atlantic-Congo
Kwa
Ghana-Togo Mountain languages
Subdivisions: Na-Togo
Ka-Togo

The Ghana-Togo Mountain languages, formerly called Togorestsprachen (Togo Remnant languages) and Central Togo languages, form a grouping of about fourteen languages spoken in the mountains of the Ghana-Togo borderland. They are part of the Kwa subgrouping of the Volta-Congo branch of Niger-Congo.

Bernhard Struck, in 1912, was the first to group together these languages under the label Semibantu von Mitteltogo. Westermann, in his classification of the then Sudanic languages, adopted the grouping but called it Togorestsprachen. This was mainly a loose geographical-typological grouping based on the elaborate noun class systems of the languages; lack of comparative data prevented a more definitive phylogenetic classification. Bernd Heine (1968) carried out comparative research among the group, establishing a basic division between Ka-Togo and Na-Togo based on the word for ‘flesh’ in the languages. Dakubu and Ford (1988) renamed this cluster the Central Togo languages, a term still used by some (e.g. Blench 2001); since the mid-90s, the term Ghana-Togo Mountain languages has become more common. No comparative study of the languages has appeared in print since Heine (1968); Blench (unpublished) presented a tentative reclassification of the group in 2001, noting the internal diversity of the grouping. It is still unclear whether the grouping forms a branch on its own within Kwa.

A much noted characteristic of these languages is their typical Niger-Congo noun class system, since in many surrounding languages only remnants of such a system are found. All Ghana-Togo Mountain languages are tonal and most have a nine or ten vowel system employing ATR vowel harmony. Both Ewe and Twi, the dominant regional languages, have exerted considerable influence on many GTM languages.

Contents

  • 1 The languages
  • 2 Classification of GTM languages
  • 3 Bibliography
  • 4 External links

The languages

English names Autonyms
People Language
Na Adele Bidire Gidire
Anii, Basila
Giseme, Akpe
Logba Akpanawò Ikpana
Lelemi, Buem L?-l?mi
Lefana, Buem L?-fana
Siwu-Lolobi, Akpafu sg. ?wu,
pl. Mawu
Siwu
Likpe sg. ?kp?lá,
pl. Bakp?lá
S?kp?lé
Santrokofí S?l??
Ka Avatime Ke-dane-ma Sì-yà
Nyangbo Batrugbu Tùtrùgbù
Tafi Bàgb?? T??gb??
Ikposo Akp?s? Ikp?s?
Bowiri, Tora Bawuli Tuwuli
Ahlon Igo
Akebu G?k?gb?
Animere Animere

Classification of GTM languages

Heine (1968) placed the GTM languages into two branches of Kwa, Na-Togo and Ka-Togo:

  • Na-Togo
    • 1.
      • Lelemi
      • Siwu (Akpafu-Lolobi)
      • Likpe
      • Santrokofi (S?l??)
    • 2. Logba
    • 3.
      • Adele
      • Basila (Anii)
  • Ka-Togo
    • 1.
      • Avatime
      • Nyangbo-Tafi
    • 2.
      • Ahlo (Igo)
      • Bowili
      • Kposo
    • 3.
      • Animere
      • Akebu

However, this classification was distorted by influence from Ewe on the one hand and Twi on the other. Blench (2006) makes the following tentative classification, which he expects to change as more data becomes available. One branch each of the Na and Ka languages are split off. As with Heine’s classification, these may be independent branches of Kwa:

  • Na-Togo (reduced)
    • 1.
      • Lelemi
      • Siwu (Akpafu-Lolobi)
      • Likpe
      • Santrokofi
    • 2. Logba
  • Anii-Adere
    • Adele
    • Basila (Anii)
  • Ka-Togo (reduced)
    • 1.
      • Avatime
      • Nyangbo-Tafi
      • Bowili
    • 2.
      • Ahlo
      • Kposo
  • Kebu-Animere
      • Animere
      • Akebu

Bibliography

  1. ^ E.g. Westermann 1935:146
  2. ^ Blench (2001) says that ‘Although much of the literature and in particular Heine (1968) treats the Central Togo languages as a unit, since Stewart (1989) it has generally been accepted that these form distinct branches showing no particular relationship.’
  • Blench, Roger (2001). Comparative Central Togo: What have we learnt since Heine? (paper presented at the 32nd Annual Conference on African Linguistics and subsequently revised), 39p.
  • Funke, E. (1920) ‘ Original-Texte aus den Klassensprachen in Mittel-Togo’ , Zeitschrift für Eingeborenen-Sprachen, 10, 261-313.
  • Heine, Bernd (1968) Die Verbreitung und Gliedering der Togorestsprachen (Kölner Beiträge zur Afrikanistik vol. 1). Köln: Druckerei Wienand.
  • Kropp Dakubu, M.E. & K.C. Ford (1988) ‘The Central Togo Languages’. In: The Languages of Ghana, M.E. Kropp-Dakubu (ed.), 119–153. London: Kegan Paul International.
  • Plehn, Rudolf (1899) ‘Beiträge zur Völkerkunde des Togo-Gebietes’, in Mittheilungen des Seminars für Orientalische Sprachen, 2, part III, 87—124.
  • Seidel, A., (1898) ‘Beiträge zur Kenntnis der Sprachen in Togo. Aufgrund der von Dr. Rudolf Plehn und anderen gesammelten Materialien bearbeitet’. Zeitschrift für Afrikanische und Oceanische Sprachen, 4, 201-286
  • Struck, Bernhard (1912) ‘Einige Sudan-Wortstämme’, Zeitschrift für Kolonialsprachen, 2/3, 2/4.
  • Westermann, Diedrich Hermann (1935) ‘Charakter und Einteilung der Sudansprachen’, Africa, 8, 2, 129-148.

reticle meopta

The ‘Linguicide’ of African Culture

Found on TrendUpdates.com on 29 April 2009
By GSerrano

The ‘Linguicide’ of African Culture

The very definition of African literature can be fodder to endless debate. What qualifies as African literature, anyway? For starters, what is indigenous literature, in the first place? The polemics in the debate contains the two most important factors: is African literature about Africa or the African experience? Are the writings of an African who is not based in Africa qualified as African literature?

The African language is more than a mere means of communication. It is the very core and soul of the African identity. The political facility of language can be used to unify a people. The use of native languages will yet be the unshackling of the African people from centuries of slavery and colonialism. Erasing a people’s language is like erasing their memory. Without the people’s traditional language, the country is spiritually empty, economically disenfranchised, and politically marginalized. This is, of course, the typical experience of colonized people. Africa is not unique in this experience.

Some African writers call the adoption in Africa of foreign languages as the “linguicide’ of African society and culture. The eradication of the country’s native languages, with the aid of foreign tongues, is tantamount to the death of a people’s collective memory. Thus, the death of culture follows and colonialism is successfully assimilated by the population.

Unfortunately, it is Africans themselves that have killed the African languages. Blame it on the comprehensive spread of colonial influence on the continent. Most Africans, themselves, including African writers have consciously chosen to use foreign languages. If Africa has become proficient in one language, that language is sadly foreign.

Is education in mother tongue important for a child?

Found on Gulf Times.com on 25 April 2009

undefinedMohsen al-Suwaidy, From: Qatar
The answer to this question really depends on the mother language we are talking about and how strong it is among its speakers and mainly their attachment to it.
Generally speaking, teaching in two languages is – in most of the cases – is not harmful. After all, you cannot forget that the mother language is spoken in the house and it should be exceptionally weak in order feel a threat from outsiders.
However, one should take into consideration that not all students have either the readiness, the ability or the facility to learn in a foreign tongue.
That being said if you impose a foreign on a child, that would cause frustration and disappointment.
As a native Arabic speaker, I don’t find it harmful if we give scientific lessons in English. Our Arabic culture and tradition would not be effected at all because of the medium of instruction, and I can say firmly that no other language on earth can beat ours, not because it is the language of the Qur’an that God promised to preserve forever, but because Arabic has the ability to include all scientific expressions.
The parents in house have a decisive role in this process to keep the identity of the child.
Not only that we have to expose ourselves to other languages, but also encourage talented children to translate books from other languages into Arabic.
It is true that many developed countries like Germany, Japan and France impart education in their own languages. We respect and understand their attitude.

Noorullah Basha Safdar From: India
I think children should receive their education, and generally acquire their knowledge, only in their mother tongue until the age of ten, before being exposed to other languages or cultures. The reason is that children, before the age of ten, are easily influenced by their surrounding cultures and habits and that indeed constitutes a real threat to their identity.
I joined an Arabic college in India, where I studied Arabic, at the age of ten, and that happened only after I acquired knowledge in my mother tongue.  At a later stage, studying Arabic proved useful for memorising the Holy Qur’an and also to open up to the Arabic cultures while keeping my roots and heritage. Not only that it helped me to get a job in Qatar, but more important it was useful to deal with the local society without losing my Indian identity that I am proud of even after 17 years in Qatar.
My only son, now 12, had been studying in  a Doha Indian school where the medium of instruction was English until I moved him recently to an Arabic school at the age of nine and that made it easier for him to memorise Qur’an.
I agreed with my wife, an Arabic speaker, to speak with our son and four daughters in our mother tongue so that they do not to lose their identity. It is really a crucial issue and it should be done in a well-measured way.

Maite Naudan From : France
According to most studies, a bilingual education is very profitable for a child though he can never be cent percent bilingual and will always be more comfortable in one language than in the other in certain fields. To learn English (or/and any another language)  in the early years parallel to an education in its own language, doesn’t affect the mother tongue.
On the contrary, it’s proven that learning a foreign language in the early years (before 12) positively affects the capacity of children to understand foreign languages and the mother tongue as well. And it will give them the keys to a better understanding of other cultures, which means an ability to easily adapt themselves to new cultures.
There is no doubt, that nowadays, every one should learn English, and a second foreign language, if possible. Having an education in a foreign language is not a problem. However, it can be good for a child if the mother tongue is still taught a few hours per week and spoken at home.
Studying a widely spoken foreign language opens many doors to  children like the opportunity to study abroad, the ability to visit other countries and understand their cultures. In the early years, a child can learn three languages if he is intensively in contact with them. One thing that a parent should not do is speak to his child in a language he is not familiar with.
In countries like France and Germany, more and more schools try to develop early teaching of languages and bilingual schools are gaining importance.
An education in English sometimes leads people to ignore other languages because they think more or less everyone understands them.

Edriss Taleb Ahmed From: Morocco
I think that educating children in a language other than their mother tongue would expose them to more information that might not be available in their own language.
There is no monopoly nowadays of any one language over information technology although all agree that English is the most widely used in the world and speaking or understanding it is a huge advantage for one and all.
But native English speakers themselves encourage their children to learn foreign languages and that says something.
In Morocco, we call a person who speaks only one language as “uneducated”. Most of the parents allocate extra funds to enroll their children in foreign schools as they know that the mother tongue cannot be easily beaten because it is the language spoken in the house.
We know that the French language is widely used and taught in North Africa but we have never allowed that to affect our Arabic identity.
I think that my country serves as a model to follow when it comes to the issue of medium of instruction. On the one hand, we recently had legislations that consolidated the status of Arabic as the county’s official language but on the other hand, our country encourages students to learn more languages in order to meet the challenges of a modern world and close the educational gap with the West.

Aicha Oudjet From: Canada/Algeria
Instruction through the mother tongue is very important to build the personality of children , especially in building their identity, confidence as well as instilling  a sense of pride  of their tradition, religion and heritage. It’s like a frame that encompasses different characters.
As a Muslim who lives most of the time in Canada, what is really important for me  is that our kids are able to read and understand the Holy Qur’an and project it in their life. This is very easy in an Arabic country, but is comparatively difficult while living in Western societies. For example, in Canada, Arabic language, Islamic education, and Qur’an are taught only once a week for four hours during the weekend. So parents have to take some extra efforts to fill the gap.
It is also important to be open to international languages that open the doors to the rest of the world. In our case, our daughter was three years when she first came to Canada  ( now she is seven) . We preferred to admit her to  a French school in Canada  because it is a difficult language  to pick up a later stage and we plan to move her to an English high school where she will be better prepared for University. She is learning Spanish as well and we expect it to give here more international opportunities in her professional carrier.
Even though my daughter speaks only Arabic at home with her small brother, she has learnt  some words in Amazig which is the mother tongue of our grand parent in Algeria. She knows exactly how and when to switch between the languages that she learned during her early age and has been able to maintain the character and personality of an Arab girl.

The Languages of South Africa

By Lingoproz

The languages of South Africa depict the history and cultural diversity of not just one nation but of the continent itself. The variety of different yet often related languages used by the different tribes speaks to the diversity of human cultural development over time. Later on in its history, South Africa became a colonial frontier for the then-powerful Dutch colonizers. Settlers, missionaries, traders and the like brought their own influences to that region. They not only brought their own language but also helped to document the oral languages of the South African region.

Multi-lingual nation

The native languages of South Africa belong to the Bantu branch of Africa’s Niger-Congo phylum of languages. South Africa officially recognizes 11 official languages and an additional 9 “national” languages. Of the 11 official languages, 9 are Bantu and 2 are Indo-European – Afrikaans and English. Although a lot of the Bantu languages are related, not all are mutually distinguishable.

IsiZulu and isiXhosa

The two most commonly-spoken and widespread languages in South Africa are Zulu (or isiZulu, isi- being a prefix meaning “language” in the native tongue) and Xhosa (or isiXhosa). Both languages are part of the Nguni branch of Bantu languages and are more commonly spoken in the south-eastern provinces of South Africa. Of the two, isiZulu is the more popular language, spoken by at least 24% of South Africans. IsiXhosa is more commonly spoken in the eastern coastal regions. Native isiZulu and isiXhosa speakers will mostly understand each other and the other Nguni languages. They’ve also borrowed from Afrikaans and English in modern times.

Afrikaans

Afrikaans is a language that developed from a South Hollandic dialect. It traces its historical roots to the Dutch Protestant settlers of South Africa. It is the prevalent language in the western third of South Africa and the neighbouring regions of Namibia. Native Afrikaans and Dutch speakers should be able to understand each other. It is also very similar to a few Germanic dialects and languages.

Northern Sotho

The fourth most prevalent language in South Africa is Northern Sotho. It is also known as Sepedi. Not to be confused with Sotho, though the two are related languages belonging to the Sotho-Tswana branch of Bantu. Native speakers are mostly found in the more inland northern provinces of South Africa. Similar to the Nguni languages, Sotho-Tswana speakers will usually understand each other.

Don’t get lost in translation

Because of the diversity of languages within South Africa — whether official or non-official — the government has mandated that all languages be treated equally and used appropriately depending on circumstances. Effective communication in a multi-lingual nation will require resources for translation between languages, both related and unrelated. It will also require resources that will allow people to learn and be familiar with other non-native official languages. Online resources for translation and learning of South African official languages are set to prove an immensely useful tool for effective communication.

To find or offer language services visit Lingoproz, Africa’s only online platform for language professionals, at http://www.lingoproz.co.za. Here you will also find a terminology forum, a calendar of events, an index of resources, and an encyclopaedia of languages and language services.

The power of Afrikaans ads

Found on ScreenAfrica.com on 17 April 2009

Toyota continues to acknowledge the value of Afrikaans-language advertising and the buying power of Afrikaans speakers through its ongoing sponsorship of Pendoring, an awards event devoted solely to Afrikaans ads.

Says Pieter Klerck, senior manager: planning and advertising of Toyota South Africa, “Afrikaans speakers are a unique group, with a unique character and remarkable interpersonal relationships, and this is reflected in their buying and consumption patterns of products and services. It is precisely this personal relationship, intimate knowledge of and empathy with this market segment that is invaluable to Toyota.

“Afrikaans speakers contribute significantly to Toyota South Africa’s success. They feel at home with a company that takes trouble to advertise in their mother tongue. This obviously is a sound reason to advertise in Afrikaans.”

Klerck believes it is important that Afrikaans is enthusiastically embraced and promoted by its entire language community through projects like Pendoring. “If we all do not join forces, chances are slim that the next generation will have the privilege of having a colourful and varied Afrikaans language. Pendoring not only acts as a conduit for excellent Afrikaans advertising, it also offers the opportunity to promote creativity and the continued revival of Afrikaans.”

According to Pieter Bruwer, chairman of the Pendoring working committee, Toyota’s ongoing support is of immense value. “An investment in Pendoring goes a long way: besides being an investment in the creation, promotion and crowning of remarkable Afrikaans advertising, it is also an investment in the future of the language and all its users.”

Using language to strike the right chord (in advertising)

Found on BizCommunity.com on 16 April 2009
By Refilwe Tsimatsima

When it comes to advertising, I have always been driven by the philosophy that we should, at all times, speak with respect to the people who will be shelling out money to buy the brands and services we tout.
And if your target is the South African masses, not only should you speak with respect, but your advertising should also play a role in promoting the values and aspirations of black people. It sounds obvious, and yet almost 15 years after the fall of the old regime, we’re still neglecting mother tongue communication, and perpetuating old stereotypes about black people.

As a first world industry firmly rooted within a mainly third world environment, we don’t always succeed in truly understanding the headspace of the lower and middle income consumers we target.

So how do we begin to do this? One way is to tell a story, and to tell it in the right language. I understand the fragmented nature of our languages, so which do you choose? But there are various types of SA language that are emerging or have emerged. There’s SA English, as you’ll hear on the SABC 3 ad breaks: “Be back now now”. There’s what I’ll call the modern vernacular, which uses English and mother tongue, such as in the Redds Phola communication. There’s the pure vernacular and finally, the ever popular tsotsi-taal. You get to choose which to use, depending on what age your target group is, and what their motivations are.

Telling a story is one of the most powerful means of communicating with this market. South Africa has a highly evolved ‘talk’ culture. Stories are our way of passing culture from one generation to another. They are also a way to pass on values. And our stories aren’t passive. Africans gesticulate and punctuate their storytelling with clicks, hand-slapping and body gestures. Narratives have great historical relevance to this market, not only in South Africa but on the continent in general.

A 30” ad can take the same form as a story, albeit in shorthand. Like music or literature, advertising should take people through the same highs and lows as an unforgettable story. The African narrative is not complex, and is therefore ideal for advertising purposes. It has clear vulnerable or hostile characters, and on most occasions, it ends with a lesson and the triumph of the human spirit. Brand communications should convey the idea that people can always be growing and evolving.

Despite narrative being so central to who we are, there are nonetheless few good ads out there which tell the South African story. Some brands however, have got it right. Think of the Halls “Free Your Throat” commercial, where a flying saucer tries to abduct a very large woman, but its tractor beam struggles to lift her weight. A woman watching puts a Halls in her mouth, and tells the aliens to “Voetsek”. Throughout the ad, everyday South African characters describe the event in their own colourful way.

There’s also the commercial for Knorr with Robertsons, which uses the idea of cooking rivalry that’s so prevalent in most black communities. The storyline is about a township lady who can’t help but chuckle at her take away food rivals who will do anything to get customers to buy from them. What they are not aware of is her secret – Knorr with Robertsons – which makes food taste real good, making her food a real crowd puller. And SABC 1 has the right idea in its positioning of being “Mzanzi’s official storyteller” – how that has been translated, some might say is open to discussion.

Use the right lingo
Getting the story right is one thing, we also need to tell it in the right language. There is such richness and substance in the mother tongue of African cultures, that it cannot possibly be substituted with a quick English translation. As advertisers however, we still hold fast to the conviction that people, especially those in the metropolitan and large urban areas, have shrugged off the languages of their childhoods in favour of English.

We’ve silently agreed that English is the language of choice for advertising, and have convinced ourselves that people hear and understand us, especially those who live outside the cities. But when did we all start speaking English? When did mother tongue become redundant, especially on television? (Radio is often chosen as the mother tongue medium, while TV, its glamorous sister, is the English vehicle.)

To not speak to your market in their mother tongue not only defeats the very purpose of the communications geared at them, but also has our mothers and grandmothers up in arms because our mother tongues are being relegated to the past. We need to make a change. A solution could be to have a dedicated department within agencies for linguists or translators, especially if the bulk of your business commands that you know and understand the black consumer. It’s a high call (which it shouldn’t be), especially when English is so convenient and to the point, but something needs to give.

Because language is important. Just think of the local dramas on SABC 1 and 2, like Generations, Mhuvango and Death of a Queen, which all have a huge mass market following. The success of these local dramas can be attributed to the storyline, content and relevance, but beyond that, the fact that they’re in the vernacular, or have vernacular translations, contributes greatly to their appeal.

As advertisers, we should understand that while parents want their children to progress and be successful, they don’t want this to be at the expense of culture. People like musician HHP are going all out to reinstate the importance of mother tongue. His Tswana hip-hop is a breath of fresh air, an example we advertisers should try to emulate in our respective fields.

Some might wonder whether mother tongue can be aspirational. I would say yes, it can be. Mother tongue in music for example, can be both ‘sexy’ and ‘asiprational’. I do not see why it cannot fit equally well therefore, with the premium cues or sexiness of your ad or brand, depending on the target market demographics and mindset. Already, we have a choice of which type of vernacular to use (street, tsotsi and so on). Everything else which makes your brand premium or sexy will come into play with complimentary creative expressions.

We must speak the language of our markets. This doesn’t mean writing a catchphrase in township lingo, or translating an English ad into the vernacular. Rather, it means we should capture the true essence of our market with original copy in the vernacular, with those elements that are distinctly African, which might just breathe new life into and elevate your brand.

In this way, consumers will be more disposed to actually listen to the flood of messages with which we constantly bombard them.

Bilingualism: The Process – The Need – Types – Behaviour – Attitude

Found on Point Blank on 11 April 2009
By Usmang Salle Leinyui

1. INTRODUCTION:

Bilingualism is a sociolinguistic phenomenon that has received much scholarly attention, not only because of its importance in communications but also because of political and demographic considerations that have led many sociologists to brand some languages as major and others as minor in multiliguistic settings. This classification forces African languages into subordinate positions on the grounds that only a few of them have been codified, and fewer still are used in instruction; hence the superiority of European languages in Cameroon, where the term “bilingualism” immediately brings to mind a mastery of English and French. In this wise, handling the topic “bilingualism” becomes a difficult task to the African mind as it has to grapple with the decision whether or not to consider local tongues in the study.

On the other hand, the definition of the term has also been a subject of much debate. The dimension of this debate is clearly shown by two definitions which could best be considered as being polarised: while Bloomfield defines bilingualism as “a native – like control of two languages”, Diebold gives a minimal definition when he uses the term “incipient bilingualism” to mean “the initial stages of contact between two languages”. These two definitions imply that we are forced, in studying bilingualislm, to consider it as something entirely relative because the point at which the leaner of a second language becomes bilingual is either arbitrary or difficult to determine.

It goes without saying, however, that sociolinguists are interested in all languages. In addition, speakers of a particular speech community are always made up of many groups; with the speech of the members of each group reflecting their age, place of origin, professional interests, and educational background, among others. This renders it difficult for one speaker to internalise all the variants; thus the difficulty in determining how perfect language use by a speaker is. It is on the basis of these two considerations that in its attempt to discuss the notion of bilingualism, this paper will include both local and foreign languages; and consider bilingualism as the alternate use of two languages (Webster’s New Collegiate Dictionary). Given the complexity of the Cameroonian context, a bilingual in this paper will refer to (1) a speaker of a national language plus an official language, (2) a speaker of two official languages, and (3) a speaker of two national languages.

Furthermore, the paper will, among others, attempt to examine bilingualism mannerisms and attitudes towards it.

2. BILINGUALISLM AS A PROCESS:

To understand the process of bilingualism, it should first be understood that human beings inherit the ability to speak, though they do not inherit the ability to speak a particular language. A child therefore learns to speak the language of those who bring it up from infancy. The New Encyclopaedia Britannica points out that these, in most cases, are its biological parents, especially the mother. But one’s first language is acquired from the environment and learning. Adopted infants, whatever their race and whatever the language of their actual parents, acquire the language of the adoptive parents who raise them just as if they had their own children.

The learning of a second and any subsequently acquired language is quite a different matter. Except in case where the child’s parents / foster parents are bilingual, or from different linguistic backgrounds, learning a second language becomes either a deliberate activity or one imposed on the child by extraneous social, political or religious factors acting on him.

3. DETERMINANTS OF THE NEED FOR BILINGUALISM

At both the individual and societal levels, the need for bilingualism might variously arise from the following reasons:

4. Geographical Proximity:

Geographical proximity of two communities naturally leads to the need for communication among their members for purposes of trade as no community, it is usually said, is an island. Since language might pose as a barrier to effective communication, members of the two communities each learn the other’s language. This inevitably leads to bilingualism. Furthermore, this proximity occasions exogamous marriages leading to the creation of bilingual families.

5. Historical Factors:

Historical events such as conquests and colonialism made the newcomers wield much influence in all spheres of life. Since “the most powerful groups in any society are able to force their language upon the less powerful” (Romaine, 1955:23), all official transactions were done in the foreign language. This is evident in most African countries where colonial masters bequeathed their language as “official” languages in a multilingual sub – Saharan Africa. With her historical contortions, Cameroon ended up with two foreign languages as official languages, which are learnt in schools.

6. Migration:

Either collective or individual migrants fleeing from war or searching individual attainment have settled in foreign linguistic communities. For purposes of communication and job hunting, they have been compelled to learn the languages of host communities, thus becoming bilingual.

7. Religion:

Some religions like Islam consider the language of their sacred scriptures pure and holy. As such, clerics in such religions have to learn the language in which the sacred books were originally written.

8. Public / International Relations:

In multilingual countries like Cameroon and Nigeria, need soon arises for citizens to interact at the national level, implying the inevitability of a lingua franca. Whereas some countries have adopted African languages along European ones for communication purposes, others have maintained those of their colonial masters, which must be taught in schools. Nigeria, for instance, has Yoruba, Hausa and Ibo as well as English to facilitate personal relationship within the country. Similarly, relations between countries have also become indispensable, demanding of politicians, traders and diplomats a mastery of Languages of Wider Communication (LWD). This has necessitated the elaboration of many language teaching programmes within countries. In Cameroon, programmes exist for the teaching of English, French, Italian, Spanish, German and even Chinese.

9. TYPES OF BILINGUALISLM:

Though bilingualism may be classified according to the pairing up of the languages spoken, Weinreich (1963) discussed three types bilingualism in terms of the ways in which it was thought that the concepts of a language were encoded in the individual’s brain (Romaine, 1995). The New Encyclopaedia Britannica, however, identifies two main types, which have adopted here. These are:

a) Coordinate Bilingualism:

In this type, the person learns the languages in separate environments, and words of the two languages are kept separate with each word having its own specific meaning. An instance of this is seen in a Cameroonian child learning English at school. This may also be referred to as subtractive bilingualism.

b) Compound Bilingualism:

Here, the person learns the two languages in the same context where they are used concurrently, so that there is a fused representation of the languages in the brain. This is the case when a child is brought up by bilingual parents, or those from two different linguistic backgrounds. This is additive in nature.

It is worthy of note that the above classification has given rise to several models of bilingual education programmes. Larsen and Long (1994) distinguish two main types:

i. The model devised to help students continue to grow in their first language while acquiring a second language, and

ii. The immersion programme permitting native speakers to receive all of their initial education in a second language. After early grades, more and more content courses are taught in the target language.

10. BILINGUAL BEHAVIOUR

Bilingual people are known to show some of the following dominant traits, which are themselves subject to different interpretations.

a) Interference:

This occurs in a case where a speaker consciously or inadvertently brings in pronunciation, sentence formation and vocabulary of the source language while using a target language. Ruke – Dravina has argued that interference is always present in bilingualism, especially when the two languages are closer in their phonological, syntactic and morphological features. It affects pronunciation as can be seen when Francophone students pronounce the “ch” as “chicken” as “sh”, and might include whole sentences syntactically as in * “John is come here” for “John has come here”. This occurs in the intralingual stage when Francophones misapply rules binding the use of auxiliaries in English.

b) Code-switching:

This occurs when a speaker drops into his target language a word or phrase from his source language. This sometimes makes up for inadequacies, especially stylistic, in the first language. This can be seen when the Franco-English bilingual wishes his guests “ Bon appetit”, an expression considered absurd by users of English.

In Cameroon code-switching may result more often than not from language group influence or occasional lapses which speakers want to fill. It may also be prompted by the bureaucratic influence of the dominant language. Hence, most civil servants prefer “dossiers” to “files”; and gendarmes have a habit of asking for “identities”.

c) Translation:

Since a bilingual person masters two mutually incomprehensible languages, he becomes a translator. The problem with translation is that any translated version must lose something of the author’s original intent. Especially in poetry, the translation is sometimes said to be a better work than the original and, in such cases, one is actually dealing with a new, though derived, work and not just a translation. Hence, the justification of the Italian epigram: “Traduttore traditore” (The translator is a traitor).

11. ATTITUDES TOWARDS BILINGUALISM:

Many writers have examined various attitudes towards bilingualism in multilingual situations. It has been agreed that in the final analysis, some language groups end up viewing bilingualism with suspicion or contempt. These negative attitudes are based on one or more of the following reasons:

(a) Linguistic Basis:

Monolinguals often consider bilinguals as proud. For the most part, language purists view certain bilingual behaviours like code-switching and interference as impure admixtures and detest them because they lead eventually to language shift and eventual death of minority languages, especially as relexification is often a threat to the structural integrity and maintenance of the minority languages. This happens to be true if,, after introducing certain structures into a target language, initiators of these structures maintain them; thus creating pidgins, Creoles, hybrid or mixed languages. According to Romaine (1995), these substratum interferences result from imperfect group learning during language shift. It can be found when a group of speakers shifting to a target language fail or refuse to learn the new language perfectly. From this, one can validly contend that what is commonly referred to as “Francanglais” qualifies for substratum interference which, allowed to grow, threatens the structural integrity of Cameroonian English, considering that most of those perpetuating it cannot express themselves in grammatically acceptable structures.

(b) Political basis:

Conflicts involving language are usually not about languages but about fundamental inequalities between groups which happen to speak different languages. A language can become or be made focus of loyalty for a minority community that thinks itself suppressed, persecuted or subjected to discrimination.That staunch SCNC(Southern Cameroon National Council)* members abhor hearing French spoken in especially Anglophone Cameron well illustrates this fact. To them, Francophone administrators, French signboards, and documents published in French are all tantamount to symbols of colonial masters in conquered territory. This has not stopped Francophones (the majority) from using their numerical strength to devise means of obtaining high posts, businesses and landed property in these parts, thus justifying to a certain extent the apprehensions of the SCNC.

Secondly, a language may become a target for attack or suppression if the authorities associate it with what they consider a rebellious group. The Rwandan genocide of 1994 is just one of the many examples.

(c) Educational basis:

Bilingualism in Education is generally a matter of public policy. Many critics, however, usually hold that children brought up bilingually perform poorly in other subjects, as a greater amount of mental effort has to be expended in the mastery of two languages. While the Cameroon government viewed its introduction of French at the primary School Leaving Certificate Examination as a move towards national integration, Anglophone critics regarded it as a move to assimilate them by confusing their children.

(d) Religion:

Although Islam to a certain extent promotes bilingualism, it also inhibits its practice on the grounds that translation makes a text lose something of the author’s original intent. The Qur’an, for instance, is written in a form of Arabic that Muslims consider pure. Consequently, it is considered blasphemous to use its translated version for prayers and other rituals. This makes many Muslims, especially extremists, regard translators of the Qur’an with disdain.

12. CONCLUSION:

We live in a universe of linguistic diversity accounted for by the biblical tradition of the Tower of Babel. Since the recent attempts at globalisation necessitate high-level human transactions, present strides towards bilingualism are justified. We have examined not only the factors that usher in Bilingualism and those that militate against it,but also their reasons for doing so. Political and religious thinking may make us loathe bilingualism; but that it is a treasure sought by all is relevant. Acquiring “the compound state of mind with two grammars” (Cook: 2003) still remains an ideal attained by relatively few individual (even in a “bilingual” country like Cameroon), but this does not mean that there are few bilinguals, for this paper holds the view that bilingualism is a continuum ranging from mastery of the official languages to the mastery of two national languages.

It will not suffice to end without remarking that African languages validate all criteria for making any vocal system quality for a language. Since no language serves as a measuring rod for another, denouncing bilingualism in them is sheer inferiority complex, for learning them requires the same effort as dues any European language.Jacobson (1953 [Cf: Romaine, 1995]) wrote: “Bilingualism is for me the fundamental problem of linguistics.” It really is, given the linguistic reality that all languages are equal in complexity and in mastery.

BIBLIOGRAPHY

1. Cook, Vivian (2003): Effects of the Second Language on The First. Multilingual Matters Ltd, Clevedon. Pp 168-214

2. Larsen-Freeman, Diane & Long, Michael H. (1994): An Introduction to Second Language Acquisition Research. London. Pp 1-5.

3. Romaine, Suzanne (1995): Bilingualism. Blackwell Publishers, Oxford. Pp 1-5, 9-11, 183, 205-291.

4. Spolsky, Bernard (1992): Conditions for Second Language Learning. OUP. Pp 131-146

5. The New Encyclopaedia Britannica

6. Webster’s New Collegiate Dictionary. G & C Merriam Company, Springfield.

* An Anglophone movement now striving for the independence of the English-Speaking part of Cameroon.

African Languages – What is Spoken Where?

Found on About.com on 10 April 2009
By Anouk Zijlma

There are literally thousands of indigenous languages spoken in Africa and many more dialects. Every African country you visit will no doubt be home to more than a dozen (if not several hundred) languages, even the smaller countries. But because of the sheer amount of linguistic diversity, every African country has an official language (or 11 in the case of South Africa) which acts as the lingua franca for (at least) a reasonably sized region.

Since almost every African country was at one time a colony, speaking English, Portuguese, or French will also help you communicate. Many Africans will speak Creole or pidgin versions of these European languages and they may not be so easy to understand when you first hear them.

Arabic is very handy in Northern Africa and Swahili will help you get by in much of East Africa.

Learning a few phrases in a local language will do much to endear you to the local population and help you get around. If you’re spending more than a few weeks in a country it is definitely worth buying a phrasebook.

What African Language is Spoken Where?

Below you’ll find a list of the major languages spoken in the more common African travel destinations. As a general rule, the more rural a place is, the less likely you are to get by with just English, Portuguese or French.

Angola
Official Language: Portuguese
Other languages spoken in Angola are mostly Bantu languages which include Umbundu, Nyemba and Chokwe.

Benin
Official Language: French
Other languages spoken in Benin include English (in tourist areas), Fon and Yoruba (south), Beriba and Dendi (north).

Botswana
Official Language: English
The principal language spoken in Botswana is Setswana (or Tswana) which is spoken by 90 of the population.

Cameroon
Official Languages: English and French
French is more widely spoken than English but a combination of the two is becoming more widespread — frananglais. Over 200 hundred languages are spoken in Cameroon from the Bantu and Sudanic groups.

Egypt
Official Language: Arabic
Modern Standard Arabic is widely understood in Egypt and is used by the media and Government. But most Egyptians on the streets of Cairo and Luxor speak a colloquial Arabic that is unique to Egypt. English is spoken by many people in the major tourist areas and some French as well.

Ethiopia
Official Language: Amharic
Other important languages in Ethiopia include Oromo, Somali and Tigrinya. English is taught in schools and many people will know a few words.

Gabon
Official Language: French
Other important languages in Gabon include Fang, Mbere, Punu and Sira.

The Gambia
Official Language: English
Other important lanugages in The Gambia include Wolof, Mandinka and Pulaar.

Ghana
Official Language: English
Other important languages (out of 79) spoken in Ghana include Twi, Ga, Ewe, Dagari and Dagbani.

Kenya
Official Languages: English and (Ki)Swahili
Other important languages include Luo, Kikuyu, Luyia and Kamba. Young urbanites often speak Sheng which is a based on Swahili but uses words from many other languages.

Libya
Official Language: Arabic
If you’re traveling to Libya you should pack an Arabic phrase book since little else is spoken, especially outside the main cities.

Madagascar
Official Language: Malagasy and French
Malagasy is spoken by everyone in Madagascar and many people also speak French especially in the business and government sectors.

Malawi
Official Language: English
Chichewa is probably spoken more widely by most of the population than English in Malawi, but you can get by without it for the most part. Yao and Tumbuka are commonly spoken around the lakeshore.

Mali
Official Language: French
Bambara is the most commonly spoken language in Mali, other languages include Tamashek, Songhai and Fulfulde.

Morocco
Official Language: Arabic
As in Egypt, Modern Standard Arabic is widely understood but Moroccans on the streets of Casablanca and Marrakech speak a colloquial Arabic called Darija that is unique to Morocco and influenced by the Berber languages also commonly spoken throughout the country. French is useful as many educated people will speak it and it may help you get from place to place. English is not commonly spoken or understood in Morocco.

Mozambique
Official Language: Portuguese
Other important languages (out of the 43 mostly Bantu languages) include Lomwe, Makhuwa, Ndau and Tsonga.

Namibia
Official Language: English
While the official language is English, Afrikaans is actually much more widely spoken by Namibians as a second language, even in rural areas. Other important languages in Namibia include Herero, Ovambo, German, Portuguese (in the north) and Nama.

Nigeria
Official Language: English
Other important languages in Nigeria include Hausa (widely spoken throughout northern Nigeria), Yoruba, Ibo, Edo, Idoma, Fulfulde and Efik. Many people, particularly in the south and urban areas, speak a creole or pidgin English similar to Krio in Sierra Leone and Pidgin in Cameroon.

Rwanda
Official Languages: French, English and Kinyarwanda
Rwandans nearly all speak Kinyarwanda as their mother tongue, but Englih and French is also widely understood throughout the country.

Senegal
Official Language: French
The most widely spoken language in Senegal is Wolof. Other important languages include Fula, Soninke, Mandinka, and Bambara.

South Africa
Official Languages: Afrikaans, English, Zulu, Xhosa, Ndebele, Venda, Swati, Sesotho, Sepedi, Tsonga and Tswana.
Yes, South Africa actually has 11 official languages. Most people speak their tribal mother tongue as well as some English and Afrikaans. Unofficial languages include San and Nama (Bushmen languages) and Northern Ndebele. Several creole or pidgin languages are also common including Fanagalo (used in the mines) and Tsotsi taal or Isicamtho (used in the townships).

Tanzania
Official Languages: (Ki)Swahili and English
Swahili is more widely spoken outside of the urban areas than English, so it’s useful to pick up a few phrases when traveling in Tanzania. Other major languages spoken in Tanzania include Sukuma, Gogo, Haya, Kwere, Makonde, Mambwe, and Nyamwezi.

Togo
Official Language: French
Other important languages (out of 39) in Togo include Kabye, and Mina. Some English is spoken in the tourist areas.

Tunisia
Official Language: Arabic
French is widely spoken and understood especially in the tourist areas. The Arabic spoken in the streets of Tunisia is similar to that spoken in Morocco, commonly known as Darija.

Uganda
Official Language: English
Most Ugandans speak English as well as an indigenous language, the most common ones are Luganda and (Ki)Swahili. Soga, Chiga and Runyankore are also important languages in Uganda, each have over a million native speakers.

Zambia
Official Language: English
English is widely spoken throughout Zambia, other important languages include Tonga, Bemba, Nyanja (similar to Chichewa) and Lozi.

Zimbabwe
Official Language: English
English is widely spoken throughout Zimbabwe but most Zimbabweans’ first language is either Shona or Ndebele.

Sources
Ethnologue.com
Wikipedia
Lonely Planet Guide Books

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