View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by OTHES DISSERTATION Titel der Dissertation Terminology Policies and Communication for Social Change: Promoting Linguistic Diversity and Terminology in South Africa. Verfasserin: Magistra Anja Drame Angestrebter akademischer Titel Doktorin der Philosophie (Dr. phil) Wien, 25.09.2009 Studienkennzahl: A 092 328 Dissertationsgebiet: Allgem./Angew. Sprachwissenschaft Betreuer: Univ.-Prof. Dr. Gerhard Budin Ethics Declaration I declare that the enclosed work reports on original research. All the sources that I used or quoted have been indicated and acknowledged by means of complete references. I further declare that I have not submitted the work or parts of the work for assessment or examination in any country of the world. The enclosed work is identical in form and content with the work assessed by the assessors. Eigenständigkeitserklärung Ich versichere hiermit, dass ich die vorliegende Arbeit selbstständig verfasst, keine anderen als die angegeben Quellen und Hilfsmittel benutzt und auch sonst keiner unerlaubten Hilfe bedient habe. Des Weiteren bestätige ich, dieses Doktoratsthema weder im In- noch im Ausland in irgendeiner Form als Prüfungsarbeit vorgelegt zu haben. Zudem versichere ich, dass diese Arbeit mit der vom Begutachter beurteilten Arbeit übereinstimmt. Kelsterbach, 2009-08-12 _________________ ______________ Signature Anja Drame Place, Date 2 Table of Content Ethics Declaration 2 Tables and Figures 5 Acknowledgements 6 Acronyms and Abbreviations 7 Introduction 10 Background 10 Problem Statement 12 Assumptions 17 Research approach 18 Justification and aim of the study 21 1 Communication and development 23 1.1 Freedom of expression, propaganda and manipulation 25 1.2 Development 32 1.3 Linguistic human rights and the language of choice 33 1.4 Knowledge societies and the Digital Divide 39 1.5 Education and literacy 43 1.6 Economic and political development, democracy and peace 46 2 Terminology policies 50 2.1 Research on terminology planning and policies – Infoterm and beyond 50 2.2 Introduction to policy-making - Definitions, explanations and users 58 2.2.1 Good governance, planning and policies – introduction and overview 58 2.2.1.1 Good governance 58 2.2.1.2 From project planning to strategic planning 63 2.2.1.3 Policy – a complex process 68 2.2.2 What is a terminology policy? 75 2.2.3 Language and terminology planning – same but different? 78 2.2.3.1 Language planning 78 2.2.3.2 Terminology planning 85 2.2.3.3 Terminology standardization and harmonization 90 2.2.4 Terminology planning for different communities 97 2.3 Policy processes for terminology planning 98 2.3.1 The terminologist in policy-making processes 99 2.3.2 Understanding successful policies 102 2.3.3 Terminology policy-making: Phase 1 – Preparation 107 2.3.4 Terminology policy-making: Phase 2 - Formulation 115 2.3.5 Terminology policy-making: Phase 3 – Implementation 123 2.3.6 Terminology policy-making: Phase 4 – Sustaining 129 2.4 Summary of the chapter 130 3 Applying development communication principles on terminology policy-making and implementation 133 3.1 What is development communication/ communication for social change? 134 3.2 Fundamental processes leading to behavioural change 135 3.2.1 The Elaboration Likelihood Model 136 3.2.2 The Diffusion of Innovations Theory (DoI) 139 3.3 Theories and tools 141 3.3.1 The diffusion or modernization approach 142 3.3.2 Diffusion of terminology policy innovations 145 3.3.3 From communication to interaction - The participatory approach 148 3.3.3 Reconciliation and convergence of the approaches 150 3.3.4 Activities and traditions 153 3 3.3.4.1 Social Marketing – Employing marketing strategies in development and change communication 154 3.3.4.2 Social Mobilization 155 3.3.4.3 Advocacy and lobbying 158 3.3.4.4 Entertainment-Education and Media Advocacy 159 3.3.4.5 Using the educational sector & capacity building 163 3.4 Summary: Success and failure factors 165 3.5 Evaluation of communication campaigns 167 3.6 Planning an awareness-raising campaign for terminology policies 172 4 Communicating South Africa’s terminology policy 180 4.1 Historical causes and the evolution of South African contemporary society 183 4.2 Language related legislation in South Africa today 198 4.2.1 Language attitudes and future prospective 205 4.2.2 Language Planning Institutions 208 4.2.2.1 The National Language Service 208 4.2.2.2 The Pan South African Language Board 211 4.2.3 South Africa’s terminology policy 216 4.2.4 Terminology standardization 221 4.3 Educational Sector 223 4.4 The mass media landscape in South Africa 224 4.4.1 Mass media today - Problems, challenges, achievements 224 4.4.1.1 Media in society and state 226 4.4.1.2 Media regulators and owners 228 4.4.2 Media history 230 4.4.3 Print media 234 4.4.3.1 Newspapers and magazines 234 4.4.3.2 Books 237 4.4.4 Broadcasting media 238 4.4.4.1 Radio 238 4.4.4.2 Television 245 4.4.5 Soul City – A South African Social Change Communication programme 250 4.4.6 ICT: Internet, Web 2.0 and mobile services 253 4.4.7 Theatre and storytelling 263 5 Conclusions, discussion, vision 265 Bibliography 275 4 Tables and Figures Table 2.1 Overview of terminology planning research within the Infoterm network Table 2.2 Basic model of an action plan (Shapiro 2005c) Table 2.3 Haugen’s model of language planning Table 2.4 Example of a SWOT analysis for terminology policy-making Table 4.1 Multilingual programme of Radio Khwezi FM Table 4.2 Internet statistics for South Africa Table 4.3 Wikipedia entries in the official South African languages Figure 2.1 UNESCAP characteristics of good governance Figure 2.2 Model of a linear policy cycle (Source: http://www.dadalos.org/politik_int/politik/policy- zyklus.htm, accessed 2008-10-11) Figure 2.3 Linear model or common-sense model (Grindle and Thomas, quoted in Sutton 1999:9) Figure 2.4 Overview of some communication planning concepts (Galinski/Budin/de V Cluver, 1999) Figure 2.5 Communication planning in context (revised version of table 2.4) Figure 2.6 Terminology policy types Figure 2.7 Power/interest grid used in stakeholder analyses Figure 3.1 The Social Mobilization Continuum by Ling (Source: ICEC Tulane University Website) Figure 3.2 “Toolbox”: Various methods are employed in communication strategies in support of terminology policies Figure 3.3 Success indicators according to communication methods and policy-making phases Figure 4.1 Percentage of speakers of the different languages according to ethnic groups Figure 4.2 Workflow foreseen in National Language Service terminology planning policy Figure 4.3 Distribution model on the example of maths terminology used by the TCS 5 Acknowledgements I want to express my sincerest gratitude to my friends and colleagues, who have helped carry me through the time of research. You gave me the necessary space, motivated me, encouraged me, cheered me up, simply inspired me and demonstrated unlimited patience. You have given me some of your precious time to read and comment on my drafts. I thank you very much, I am sure you know that I do. I also thank my informants in South Africa who quickly, patiently and reliably answered my questions and my promoter Gerhard Budin for his valuable advice and encouragement. 6 Acronyms and Abbreviations ACALAN African Academy of Languages AIDS Acquired Immune Deficiency Syndrome ANC African National Congress AU African Union (formerly OAU) AVU African Virtual University BBC British Broadcasting Corporation BMZ Bundesministerium für Wirtschaftliche Zusammenarbeit und Entwicklung BP British Petroleum CD Rom Compact Disc Read-Only Memory CDC Centre for Disease Control CEO Chief Executive Officer DAC Department of Arts and Culture (of the Republic of South Africa) DFID Department of International Development DoI Diffusion of Innovations DPSA Department of Public Service and Administration EAFT European Association for Terminology EC European Commission E-E Entertainment-Education ELM Elaboration Likelihood Model EU European Union FAO United Nations Food and Agricultural Organization FIT International Federation of Translators HIV Human Immune Deficiency Virus HLT Human Language Technology ICASA Independent Communication Authority of South Africa ICT Information and Communication Technology Infoterm International Information Centre for Terminology ISO International Organization for Standardization 7 ISO/TC 37 International Organization for Standardization, Technical Committee 37 “Terminology and other language and content resources” MDDA Media Development and Diversity Agency MOST Management of Social Transformation Programme of UNESCO MRC Medical Research Council NGO Non-governmental Organization NLB National Language Boards NLS National Language Service NLU National Lexicography Units OAU Organization of African Unity OECD Organization for Economic Co-operation and Development PanSALB Pan South African Language Board PASA Publishers Association of South Africa PLC Provincial Language Committee PR Public Relations ROI Return on Investment RTLM Radio Tèlèvision Libre des Milles Collines SABC South African Broadcasting Corporation SABS South African Bureau of Standards SAPA South African Press Association SME Small and Medium Enterprise SMS Short Message Service SOCMOB Social Mobilization StanSA Standards South Africa SWOT Strengths Weaknesses Opportunities Threats T&E Translation and Editing Directorate (of NLS) TCS Terminology Coordination Section TermNet International Network for Terminology