The language policy of Zimbabwe observes all 16 languages as official. However, it is a contradiction of what the Zimbabwean market dictates. The job market dictates that the English language should be passed to either access the higher institution of learning, the higher secondary education and the job market. The move by the Ministry of Higher and Tertiary Education to promote the learning of science, technology, mathematics and engineering (STEM) as paradigm shift is also elevating the English language as the only language to explicate reality in science and the business fraternity. The learning of indigenous languages currently is of no benefit to an individual yet language competence in the second language is guaranteed by a proper bilingualism initiation at the proper linguistic level of the child. This article analyses English language performance at “0” and the University level to uncover if multilingualism is a resource or problem in Zimbabwe. The study observes both the “0” level and first year university student competence through essay writing.
The twenty-first century problem is of “Othering.” In a world beset by challenges, global, national, and regional conflict wrapped within or organized around group-based difference. The concept of “Othering” is used for social media platforms as the cause of many, if not all of the stresses of globalization, and the “collision of cultures.” This article discusses the advantages and disadvantages of social media in the wake of political othering on the Zimbabwean political landscape. More so, political othering is viewed as exacerbated by the various manipulations of different social media platforms. The article uses critical discourse analysis to unravel the unequal power relations inherent in social media platforms as both users and receivers of the peddled messages. Much as public media platforms are known to propagate a certain kind of mediated reality aimed at agenda setting and ideological persuasion in the presumed receivers. Social media platforms are used to negatively propagate rivalry, especially among political opponents.
This article analyses the language of two SABC 1 isiNdebele TV Adverts with English translations. The indigenous languages adverts are analysed using a critical discourse approach (hereafter CDA). Adverts the world over, it has been observed, are best understood in the major languages of commerce, usually English. This article proffers an analysis of the advert as any text that has permeated unequal power relations, ideological inclinations and manipulative aspects. Thus, the analysis of the target adverts looks at how the structure and substance of adverts have been translated and transmuted to be understood in the language of the advert but achieving the major drive of adverts in general. This article argues that text can be realised linguistically as well as visually and analysis is instituted to bring to the fore the form, structure, and effect of the text.
Discourse encompasses not only written and spoken language but visual images as well. If discourse combines visuals and images, it is important that analysis of such texts account for the special characteristics of visual semiotics; the relationship between language and images. Using Critical Discourse Analysis (CDA), this paper, unravels power relations in the electronic advertising texts such as those aired on television. The targeted television advertising discourse is characterised by sound, colour, picture, camera angle and other motion picture attributes. The paper argues that texts in general and texts as adverts are hegemonic in nature. The reproduction of a popular culture perpetuated by adverts has been noted to support the perspective that advertising drives the global media and has profound influence on the content of the media messages received and subsequently on the cultures of the recipients. The paper makes use of the McDonalds TV Seat Advert shown on SABC1.
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