| Summary: | The purpose of this study was to determine the attitudes of a predetermined sample population of
SABC TV viewers towards SABC’s language policies, and to identify and critically analyse the factors that
influenced these attitudes by approaching the subject matter from a variety of methodological
positions. This is an especially important undertaking when considering that the South African media
landscape has for decades been the site of political, social and ideological confrontation, the South
African Broadcasting Corporation (SABC) notwithstanding. Since operating as a mouthpiece for the
National Party during the apartheid era, the role of the SABC in contemporary post-apartheid South
Africa has come into sharp focus. The SABC’s role in South African society, allied to its status as a public
service broadcaster, is significant in terms of encouraging nation-building and a unified national identity
or cohesive national identities. Furthermore, the relationship between the public broadcaster and
national policy makers is central to attaining goals such as linguistic parity in multilingual situations, such
as in South Africa.
For the SABC, what would be a difficult task under normal circumstances is made even more
challenging when considering the numerous linguistically harmful legacies that remain after the
apartheid period, where African languages were devalued and disempowered in the eyes of their
speakers. The status of English as an international language, as well as the role that it played near the
end of the apartheid era, would also come to be an obstacle in the path to the equitable treatment of
South Africa’s eleven official languages. As such, this study aimed in part to determine whether SABC TV
has embraced, or is perceived to have embraced, the ethos of the Constitution (Act 108 of 1996) and its
own multilingual policies. More importantly, the main focus of this project was to ascertain the effect of
SABC TV’s linguistic policy and practice decisions on the attitudinal dispositions of its viewing public, and
to attempt to frame these language attitudes in terms of the ideologies operating within South Africa
and the SABC.
To achieve this, an assortment of complementary data-gathering techniques were arranged in a
multi-method and triangulation approach to investigating the complex research problem. A historical
analysis of South Africa’s and the SABC’s social, political, and media landscapes identified ideologically
significant events from South Africa’s history, and these included the introduction of tangible linguistic
and ideological boundaries between the African languages, the hegemony of English as a language of
social and economic mobility and as the language of the indigenous African populations struggle against
apartheid, speakers of African languages being placed in opposition to their own languages thanks to
the misuse of mother tongue education, the association of Afrikaans with the apartheid state and the
theoretical commitment of the democratic government and the SABC to fostering inclusive
multilingualism. Quantitative and qualitative analyses of the SABC’s current language policy and
language practices were also conducted. Whilst at face value SABC TV was seen to more or less meet the
language delivery quotas stipulated by ICASA (a regulatory body) during the given period, further
investigation determined that the manner in which the quotas were framed made it easy for the SABC
to implement practicable strategies in implementing the multilingualism espoused by the Constitution
(Act 108 of 1996). A survey and focus group interview were employed to investigate the language
attitudes of the sample population in terms of the following themes: standardisation of languages
(standard Sotho or Nguni), the efficiency of multilingual broadcasting in South Africa, the social and
functional capability of African languages, the perceived positions of English and the African languages in
South African society, and the role and responsibilities of the public broadcaster. The predetermined
sample population comprised of mainly first language English and isiZulu speakers, and the linguistic
attitudes between these two language groups were observed to significantly different on a number of
key criteria, potentially due to those ideologically significant events uncovered with the historical
description, as well as to the language policies and practices utilised by SABC TV. First language English
speakers were neutral with regards to many of the issues surrounding the efforts of SABC TV at inclusive
multilingual broadcasting, possibly influenced by the hegemony of English, as well as having a vested
interest in maintaining the elite closure enjoyed by its speakers. Juxtaposed to the first language English
speaking component of the sample population were the first language isiZulu speakers who exhibited
much more of a loyalty towards their language, and towards the African languages in general. This study
hopefully contributed in a small way to developing an understanding of the relationship between these
speakers, as well as of their attitudes towards and expectations of language policies and practices at the
level of both the SABC TV and government. By better understanding the intricacies of the complex and
unique social milieu within it works, the SABC can be better equipped to formulate and execute policies
and practices to best serve the needs of all South Africans. === Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2011.
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