Code Mixing in Kwayedza: Language Subversion and the Existence of African Language Newspapers

Abstract

ABSTRACT African language press plays important linguistic roles including language development, maintenance and pedagogy. However, Zimbabwe’s African language press has struggled to exist in a highly competitive print media market dominated by English language newspapers. For that reason, they have resorted to eccentric reporting styles including code mixing. Although this linguistic practice is perceived as language corruption and retrogressive, it is commonplace in Kwayedza, an African language tabloid that prints in Shona. Deploying code switching, poststructuralism and political economy of the media perspectives, this article critiques the use of code mixing and its implications on the existence of the newspaper. The article demonstrates how African language press struggle to balance the cultural function of language maintenance and commercial interests. The study shows that Kwayedza deploys code-mixed lingo to connect with readers by using language synonymous with everyday discourse and to close language gaps in reporting specialised news. The article provides insights into African language press’ response to the society’s complex sociolinguistic realities and extends debates on language use and the survival strategies of African language press in a highly competitive and predominantly English language print media market.