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.

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

The languages of South Africa – Language distribution

Found on SouthAfrica.info on 17 March 2009

Go to SouthAfrica.infoSource: SouthAfrica.info
The all-in-one official guide
and web portal to South Africa.

South Africa is a multilingual country. Besides the 11 officially recognised languages, scores of others – African, European, Asian and more – are spoken here, as the country lies at the crossroads of southern Africa.

The country’s Constitution guarantees equal status to 11 official languages to cater for the country’s diverse peoples and their cultures. These are:

Other languages spoken in South Africa and mentioned in the Constitution are the Khoi, Nama and San languages, sign language, Arabic, German, Greek, Gujarati, Hebrew, Hindi, Portuguese, Sanskrit, Tamil, Telegu and Urdu. There are also a few indigenous creoles and pidgins.

English is generally understood across the country, being the language of business, politics and the media, and the country’s lingua franca. But it only ranks joint fifth out of 11 as a home language.

South Africa’s linguistic diversity means all 11 languages have had a profound effect on each other. South African English, for example, is littered with words and phrases from Afrikaans, isiZulu, Nama and other African languages.

And African-language speakers often pepper their speech with English and Afrikaans, as this isiZulu example recorded in Soweto by MJH Mfusi shows (English is in italics, and Afrikaans in bold):

    “I-Chiefs isidle nge-referee’s optional time, otherwise ngabe ihambe sleg. Maar why benga stopi this system ye-injury time?

    “Chiefs [a local soccer team] have won owing to the referee’s optional time, otherwise they could have lost. But why is this system of injury time not phased out?”

Language distribution

According to the 2001 census, isiZulu is the mother tongue of 23.8% of South Africa’s population, followed by isiXhosa at 17.6%, Afrikaans at 13.3%, Sepedi at 9.4%, and English and Setswana each at 8.2%.

Language distribution
Language distribution in South Africa's populationSesotho is the mother tongue of 7.9% of South Africans, while the remaining four official languages are spoken at home by less than 5% of the population each.

Language distribution by population groupIsiZulu, isiXhosa, siSwati and isiNdebele are collectively referred to as the Nguni languages, and have many similarities in syntax and grammar. The Sotho languages – Setswana, Sepedi and Sesotho – also have much in common.

According to historical data, many of South Africa’s indigenous tribes share a common ancestry. But as groupings and clans broke up in search of autonomy and greener pastures for their livestock, variations of the common languages evolved.

Afrikaans

Afrikaans has its roots in 17th century Dutch, with influences from English, Malay, German, Portuguese, French and some African languages. One of the first works of written Afrikaans was Bayaan-ud-djyn, an Islamic tract written in Arabic script by Abu Bakr.

Distribution of Afrikaans speakers

Percentage of Afrikaans speakers in South Africa
Map: Human Sciences Research Council

Initially known as Cape Dutch, Afrikaans was largely a spoken language for people living in the Cape, with proper Dutch the formal, written language.

Afrikaans came into its own with the growth of Afrikaner identity, being declared an official language – with English – of the Union of South Africa in 1925. The language was promoted alongside Afrikaner nationalism after 1948 and played an important role in minority white rule in apartheid South Africa. The 1976 schoolchildren’s uprising was sparked by the proposed imposition of Afrikaans in township schools.

Afrikaans is spoken mainly by white Afrikaners, coloured South Africans and sections of the black population. Although the language has European roots, today the majority of Afrikaans-speakers are not white.

  • Home language to: 13.3% of the population
  • Family: Indo-European
  • Varieties: Eastern Cape Afrikaans (Oosgrensafrikaans, which became Standard Afrikaans), Cape Afrikaans (Kaapse Afrikaans) and Orange River Afrikaans (Oranjerivierafrikaans)

English

English has been both a highly influential language in South Africa, and a language influenced, in turn, by adaptation in the country’s different communities. Estimates based on the 1991 census suggest that some 45% of the population have a speaking knowledge of English.

Distribution of English speakers

Percentage of English speakers in South Africa
Map: Human Sciences Research Council

English was declared the official language of the Cape Colony in 1822 (replacing Dutch), and the stated language policy of the government of the time was one of Anglicization. On the formation of the Union of South Africa in 1910, which united the former Boer republics of the Transvaal and Orange Free State with the Cape and Natal colonies, English was made the official language together with Dutch, which was replaced by Afrikaans in 1925.

Today, English is the country’s lingua franca, and the primary language of government, business, and commerce. It is a compulsory subject in all schools, and the medium of instruction in most schools and tertiary institutions.

As a home language, English is spoken by 10% of the population – one in three of which are not white. South Africa’s Asian people, most of whom are Indian in origin, are largely English-speaking, although many also retain their languages of origin. There is also a significant group of Chinese South Africans, also largely English-speaking but who also retain their languages of origin as well.

South African English is an established and unique dialect, with strong influences from Afrikaans and the country’s many African languages.

  • Home language to: 8.2% of the population
  • Family: Indo-European
  • Varieties: Black South African English (BSAE), Indian English, Coloured English, Afrikaans English

IsiNdebele

IsiNdebele, the language of the Ndebele people, is one of South Africa’s four Nguni languages. The Ndebele were originally an offshoot of the Nguni people of KwaZulu-Natal, while the languages amaNala and amaNzunza are related to those of Zimbabwe’s amaNdebele people.

Distribution of isiNdebele speakers

Distribution of isiNdebele speakers in South Africa
Map: Human Sciences Research Council

IsiNdebele is mainly spoken in the provinces of Limpopo, Mpumalanga and Gauteng, around the towns of Mokopane, Polokwane, Pretoria, Bronkhorstspruit, Middelburg, Witbank, Delmas, Standerton, Marble Hall, Groblersdal, Hendrina, Belfast and Bethal.

To tourists, the Ndebele people are best known for the vibrant geometric patterns with which they decorate their houses, the colourful traditional dress, and their intricate and skilful beadwork.

Like the country’s other African languages, isiNdebele is a tonal language, governed by the noun, which dominates the sentence.

  • Home language to: 1.6% of the population
  • Family: Bantu Language Family
  • Varieties: Manala and Ndzundza (or Nzunza)

IsiXhosa

South Africa’s second-largest language, isiXhosa is also known as the Southern or Cape Nguni, and is closely related to isiZulu, the most common home language in the country. It is spoken mainly in the former Transkei, Ciskei and Eastern Cape regions.

Distribution of isiXhosa speakers

Distribution of isiXhosa speakers in South Africa
Map: Human Sciences Research Council

IsiXhosa is one of the country’s four Nguni languages. It too is a tonal language, governed by the noun, which dominates the sentence.

Famous Xhosa South Africans include former President and Nobel Peace Prize laureate Nelson Mandela, and current President Thabo Mbeki.

  • Home language to: 17.6% of the population
  • Family: Bantu Language Family
  • Varieties: The most distinct variety is isiMpondo (isiNdrondroza). Other dialects include Thembu, Bomvana, Mpondimise, Rharhabe, Gcaleka, Xesibe, Bhaca, Cele, Hlubi, Ntlangwini, Ngqika, Mfengu

IsiZulu

IsiZulu is the language of South Africa’s largest ethnic group, the Zulu people, who take their name from the chief who founded the royal line in the 16th century. The warrior king Shaka raised the nation to prominence in the early 19th century. The current monarch is King Goodwill Zwelithini.

Distribution of isiZulu speakers

Distribution of isiZulu speakers in South Africa
Map: Human Sciences Research Council

A tonal language and one of the country’s four Nguni languages, isiZulu is closely related to isiXhosa. It is probably the most widely understood African language in South Africa, spoken from the Cape to Zimbabwe but mainly concentrated in the province of KwaZulu-Natal.

The writing of Zulu was started by missionaries in what was then Natal in the 19th century, with the first Zulu translation of the bible produced in 1883. The first work of isiZulu literature was Thomas Mofolo’s classic novel Chaka, which was completed in 1910 and published in 1925, with the first English translation produced in 1930. The book reinvents the legendary Zulu king Shaka, portraying him as a heroic but tragic figure, a monarch to rival Shakespeare’s Macbeth.

  • Home language to: 23.8% of the population
  • Family: Bantu Language Family
  • Varieties:Tthe central KwaZulu variety, the KwaZulu coast variety, the Natal coast variety, the lower Natal coast variety, the south west Natal variety, the northern Natal variety, the northern-Swati border variety, the Natal-Eastern Cape border variety and some urban varieties

Sepedi

Otherwise known as Northern Sotho or Sesotho sa Leboa, Sepedi is mostly spoken in the province of Limpopo, as well as in Gauteng and Mpumalanga.

Distribution of Sepedi speakers

Distribution of Sepedi speakers in South Africa
Map: Human Sciences Research Council

It is one of South Africa’s three Sotho languages, with different dialect clusters are found in the Sepedi-speaking area.

  • Home language to: 9.4% of the population
  • Family: Bantu Language Family
  • Varieties: South Central (Kopa, Ndebele Sotho), Central (Pedi, Tau, Kone), North Western (Tlokwa, Hananwa, Matlala, Moletši, Mamabolo), North Eastern (Lobedu, Phalaborwa, Kgaga, Dzwabo) Eastern (Pai), and East Central (Pulana, Kutswe)

Sesotho

Sesotho, or Southern Sotho, is spoken in the country of Lesotho, which is entirely surrounded by South African territory, as well as in the Free State province, southern Gauteng, and in the vicinity of Pretoria and Brits.

Distribution of Sesotho speakers

Distribution of Sesotho speakers in South Africa
Map: Human Sciences Research Council

With Setswana and isiZulu, Sesotho was one of the first African languages to be rendered in written form, and it has an extensive literature. Sesotho writing was initiated by the missionaries Casalis and Arbousset of the Paris Evangelical Mission, who arrived at Thaba Bosiu in 1833.

The original written form was based on the Tlokwa dialect, but today is mostly based on the Kwena and Fokeng dialects, although there are variations.

  • Home language to: 7.9% of the population
  • Family: Bantu Language Family
  • Varieties: Sekgolokwe; Setlokwa; Sekwena; Serotse (Selozi)

Setswana

The language of the Tswana people is spoken mostly in Botswana, a country on the northwestern border of South Africa, as well as in the Northern Cape province, the central and western Free State and in North West.

Distribution of Setswana speakers

Percentage of Setswana speakers in South Africa
Map: Human Sciences Research Council

Setswana was the first Sotho language to have a written form. In 1806 Heinrich Lictenstein wrote Upon the Language of the Beetjuana (as a British protectorate, Botswana was originally known as Bechuanaland).

In 1818, Dr Robert Moffat from the London Missionary Society arrived among the Batlhaping in Kudumane, and built Botswana’s first school. In 1825 he realised that he must use and write Setswana in his teachings, and began a long translation of the bible into Setswana, which was finally completed in 1857.

One of most famous Setswana speakers was the intellectual, journalist, linguist, politician, translator and writer Sol T Plaatje. A founder member of the African National Congress, Plaatje was fluent in at least seven languages, and translated the works of Shakespeare into Setswana.

  • Home language to: 8.2% of the population
  • Family: Bantu Language Family
  • Varieties: Related varieties include Sekgalagadi in Botswana and Shilozi in Namibia and Zambia

siSwati

SiSwati, the language of the Swazi nation, is spoken mainly in eastern Mpumalanga, an area that borders the country of Swaziland.

Distribution of siSwati speakers

Percentage of siSwati speakers in South Africa
Map: Human Sciences Research Council

The Swazi people originated from the Pongola river valley in KwaZulu-Natal, migrating from there to Swaziland. Their country was under British control from 1903 to 1968.

SiSwati is one of South Africa’s four Nguni languages, and closely related to isiZulu. However, much has been done in the last few decades to enforce the differences between the languages for the purpose of standardising siSwati.

  • Home language to: 2.7% of the population
  • Family: Bantu Language Family
  • Varieties: Thithiza and Yeyeza

Tshivenda

Tshivenda is generally regarded as a language isolate. Its is the language of the Venda people, who are culturally closer to the Shona people of Zimbabwe than to any other South African group.

Distribution of Tshivenda speakers

Percentage of Tshivenda speakers in South Africa
Map: Human Sciences Research Council

Spoken mainly in northern Limpopo, an area bordering the country of Zimbabwe, Tshivenda shares features with Shona and Sepedi, with some influence from Nguni languages. The Tshipani variety of Tshivenda is used as the standard.

The language requires a number of additional characters or diacritical signs not found on standard keyboards. For this reason Translate.org.za, an NGO promoting open-source software in indigenous languages, has produced a special program to enable Tshivenda speakers to easily type their language.

The Venda people first settled in the Soutpansberg Mountains region, where the ruins of their first capital, Dzata’s, can still be found.

  • Home language to: 2.3% of the population
  • Family: Bantu Language Family
  • Varieties: Tshiilafuri (Western Venda; has traces of Sotho); Tshimanda (Central Venda; commonly used by the Luonde and Lwamondo); Venda proper (found in Tshivhase and Mphaphuli’s areas); Tshimbedzi (Eastern Venda); Tshilembethu (North-Easter Venda) and Extreme Eastern Venda (influenced by Karanga from Zimbabwe); as well as Tshironga (Southern Venda) and South-Eastern Venda (shows influence of Tonga and Sotho)

Xitsonga

The Tsonga people came to South Africa long after most other African people, settling in the Limpopo River valley. Their language, Xitsonga, is spoken in eastern Limpopo and Mumalanga, areas near the border of the country of Mozambique, as well as in southern Mozambique and southeastern Zimbabwe.

Distribution of Xitsonga speakers

Percentage of Xitsonga speakers in South Africa
Map: Human Sciences Research Council

Xitsonga is similar to Xishangana, the language of the Shangaan people, and also has some Nguni influences.

  • Home language to: 4.4% of the population
  • Family: Bantu Language Family
  • Varieties: A number of varieties including Xinhlanganu and Xinkuna

Indigenous creoles and pidgins

Tsotsi taal, an amalgam of Afrikaans, English and a number of African languages, is widely spoken in urban areas, mainly by males. The word “tsotsi” means “gangster” or “hoodlum” – given the association with urban criminality – while “taal” is Afrikaans for “language”.

Otherwise known as Iscamtho, tsotsi taal developed in cities and townships to facilitate communication between the different language groups. It is a dynamic language, with new words and phrases being regularly introduced.

Fanagalo is a pidgin that grew up mainly on South Africa’s gold mines, to allow communication between white supervisors and African labourers during the colonial and apartheid era.

It is essentially a simplified version of isiZulu and isiXhosa – about 70% of the lexicon is from isiZulu – and incorporates elements from English, Dutch, Afrikaans and Portuguese. It does not have the range of Zulu inflections, and tends to follow English word order. Similar pidgins are Cikabanga in Zambia and Chilapalapa in Zimbabwe.

Fanagalo is a rare example of a pidgin based on an indigenous language rather than on the language of a colonising or trading power.

Provincial variations

The languages you will hear most frequently spoken in South Africa depend on where in the country you are.

IsiXhosa, for instance, is spoken by more than 80% of South Africans in the Eastern Cape, while almost 80% of people in KwaZulu-Natal speak isiZulu. IsiZulu is also the most frequently spoken home language in Gauteng, but at a much smaller percentage. In Cape Town and its surrounds, Afrikaans comes into its own.

Predominant languages by province (Census 2001 figures, rounded off) are:

  • Eastern Cape – isiXhosa (83%), Afrikaans (9%)
  • Free State – Sesotho (64%), Afrikaans (12%)
  • Gauteng – isiZulu (21%), Afrikaans (14%), Sesotho (13%), English (12%)
  • KwaZulu-Natal – isiZulu (81%), English (13%)
  • Limpopo – Sepedi (52%), Xitsonga (22%), Tshivenda (16%)
  • Mpumalanga – siSwati (31%), isiZulu (26%), isiNdebele (12%)
  • Northern Cape – Afrikaans (68%), Setswana (21%)
  • North West – Setswana (65%), Afrikaans (7%)
  • Western Cape – Afrikaans (55%), English (19%), isiXhosa (23%)

SAinfo reporter

Go to SouthAfrica.info Source: SouthAfrica.info
The all-in-one official guide
and web portal to South Africa.

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