PROMOTING AND PRESERVING CULTURAL IDENTITIES THROUGH MULTILINGUAL ADVERTISING: THE CASE OF CAMEROON AND SOUTH AFRICA

Abstract

Ponte Academic JournalFeb 2017, Volume 73, Issue 2 PROMOTING AND PRESERVING CULTURAL IDENTITIES THROUGH MULTILINGUAL ADVERTISING: THE CASE OF CAMEROON AND SOUTH AFRICAAuthor(s): Paul Nepapleh NkamtaJ. Ponte - Feb 2017 - Volume 73 - Issue 2 doi: 10.21506/j.ponte.2017.2.38 Abstract:Multilingualism and multiculturalism are vehicles that could be used to promote and preserve cultural identities in Cameroon and South Africa given their rich historical and cultural backgrounds. This paper investigates their role in both countries. South Africa has eleven official languages with ‘equitable’ status while Cameroon has two. With over 247 indigenous languages spoken in Cameroon, the Constitution stipulates and maintains English and French as the official languages and mention is only made of the promotion of national languages. This study is mainly qualitative. Data was collected through a questionnaire and semi-structured face-to-face interviews conducted in Douala, Cameroon and Mafikeng, South Africa. The study is intended to contribute guidelines on the importance of multilingualism and multiculturalism in Cameroon and South Africa. It is suggested that the Cameroon government should take a leaf from the dynamic multilingual practices of the South African linguistic landscape to ensure that national languages are used in all sectors of the Cameroonian economy. Download full text:Check if you have access through your login credentials or your institution Username Password