The marketing of isiZulu within the realm of multilingualism

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Periodical article

Title:	The marketing of isiZulu within the realm of multilingualism
Authors:	Pillay, Rama Zungu, P.J.
Year:	2014
Periodical:	Indilinga: African Journal of Indigenous Knowledge Systems
Volume:	13
Issue:	2
Pages:	311-324
Language:	English
Geographic term:	South Africa
Subjects:	Zulu language multilingualism language usage
External link:	https://hdl.handle.net/10520/EJC166445
Abstract:	Although isiZulu has been accorded its rightful place by the constitution of the country, its elevation has been fraught with difficulties. One of the main forces that have stifled the promotion of isiZulu have been market forces. A language can be marketed if it has the potential to meet people's material needs. An important purpose of this article is to determine whether or not Zulu speakers are in favour of the greater use of isiZulu in society. The input of Zulu speakers is important in determining whether isiZulu is a viable linguistic product that could be marketed in a multilingual society. An empirical investigation which produced descriptive statistical data was undertaken. Data was collected by means of questionnaires from a random sample of Zulu speakers in selected private and public sector institutions. The findings indicate that isiZulu has the potential to be marketed in a multilingual society. Bibliogr., notes, ref., sum. [Journal abstract]