Abstract
The main objectives of this study are to investigate the feasibility of using
Northern Sotho as a language of commerce and industry and to determine the
extent to which the environment favours the use of Northern Sotho as a language
of marketing, advertising, business and acquiring entrepreneurial skills.
The investigation is characterised by a two-pronged approach to data collection:
a questionnaire survey and focus group interviews. A wealth of data was
produced by these means. The data from the first phase were captured and
decoded in categories set out in frequency tables. The categories were reduced
to thematic constructs. Data from the second phase were captured and encoded
in transcripts that were later decoded and reduced to themes, categories and
sub-categories.
The identified themes are consolidated as follows:
· The exclusive hegemonic use of English or Afrikaans as a communication
barrier to non-native speakers of these languages in commerce and industry
· Socio-economic background of respondents
· Existence of language policies for workers in commerce and industry
· Dispositions of mother-tongue speakers of Northern Sotho and other
languages towards the prospective development and use of Northern Sotho as
a language of commerce and industry
· Feasibility of developing Northern Sotho lexicography and terminology for the
purposes of commerce and industry.
The question here is: How does one determine feasibility? Before this issue could
be addressed another important and sensitive matter had to be considered: to
determine whether native speakers of Northern Sotho and the other South
African languages are favourably disposed towards the prospective development
and use of Northern Sotho as a language of commerce and industry. A negligible
percentage of respondents expressed negative sentiments in this regard (cf.
outcomes of focus group interviews). A distinct majority (64,7%) of respondents
who filled in questionnaires was not favourably disposed but a significant minority
(35,3%) was positive. However, it should be noted that the questionnaire was not
designed to reveal explicit allegiances; hence responses in this regard are
somewhat open to interpretation.
The first step towards determining the feasibility of developing and using
Northern Sotho as a language of commerce and industry was to determine the
current situation in this regard. English and Afrikaans were naturally found to be
dominant in commerce and industry while Northern Sotho was used among
friends and colleagues in informal situations. Only 3% of the respondents to the
questionnaire survey indicated that they used Northern Sotho for transactional
purposes in commercial and industrial settings, while 46,8% reported using a
smattering of Northern Sotho in a variety of situations.
The second step was to determine the effects that could be expected on the
current hegemonic use of English or Afrikaans as languages of commerce and
industry. Most respondents reported that a lack of proficiency in English
prevented them from performing well in their jobs in commerce and industry and
some reported that it had been a significant impediment to their efforts to secure
employment. In most instances they had no option but to use English to interact
with potential employers because it was the only language in common use in
commercial and industrial settings.
The third step was to determine whether the respondents were proficient in
Northern Sotho. It transpired that 68% of them had no command of the language
while some reported that they were still learning it. This could be the contingent of
17,8% referred to above since 50,2% reported that they never use Northern
Sotho for purposes relating to commerce and industry.
The fourth step was to look for a model of language acquisition that would suit
the communication needs of anyone who wished to acquire a command of
Northern Sotho for use in commerce and industry. Models have been discussed
and one has been recommended.
The researcher also conducted a survey to establish the extent to which
language policy documents exist in commerce and industry. The results of the
questionnaire survey revealed that 42 of the 201 respondents are familiar with
the language policy or language practice of the company at their place of work.
This was in contrast to all the respondents (in the focus group interviews) who
seemed to be unaware of the existence of such policies at their places of work.
The need to develop and extend targeted/dedicated lexicographic and
terminological resources for the use of Northern Sotho in commerce and industry
was also identified.
Prof. L. C. Posthumus