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You Just Don T Understand Women And Men In Conversation

Developing Focus Group Research. Politics, Theory and Practice.

Language, Ethnicity and Intergroup Relations

Social structuring of language and the mobility of semiotic resources across the linguistic landscapes of Zambia: A multimodal analysis

Significant efforts have been made to fight HIV/AIDS epidemic using multimodal semiotic modes of communication such as billboards, posters and brochures carrying HIV/AIDS and other health related education messages. However, it is unclear as to how the packagings of these HIV/AIDS prevention messages contribute to the interpretation of meaning by the target group. Therefore, this study explores the multimodal nature of selected New Start Network HIV/AIDS prevention and awareness campaign texts in Zambia. The study sought to establish how the use of both graphic and visual images influences the interpretation of messages by the target audience. This study was conducted in Lusaka’s Kalingalinga and Kabwata area from a sample of 26 respondents and 30 HIV/AIDS texts which were selected purposively. 
The study used focus group discussions, semi-structured interviews and photographs as methods of data collection. An exploratory research design was used to guide the process of data collection and analysis. During the process of data collection, HIV/AIDS educational messages were exposed to the respondents in order for them to interpret the intended meaning of the messages. Thereafter, data were subjected to analysis. The analysis was guided by Text-Based Multimodal Discourse Analysis. 
The study established that some graphics and visual images in HIV/AIDS prevention texts are coherently organised, while others are not. It also revealed that the communicative value and relationship between the graphics and visuals are subsumed in the complementary arrangement of various design features utilised by designers of messages within a text. Intentions of the producers are evidenced in messages that include those of instructing, advising, encouraging, warning and informing the target audience. The target audience rely on design features of a text to decode meanings. The study concludes that, coherent and complementary multimodal nature of texts enhances interpretation of meaning. The study suggests that HIV/AIDS prevention and awareness campaigns can only be meaningful and yield fruitful interpretations in the reduction of HIV/AIDS infection rates if only the designers of messages reconsider issues of consistence, compatibility and appropriate use of language as they construct messages that suit the literacy levels of the target audience as well as culturally acceptable. Notably, the interpretation of messages by target groups could be enhanced further if HIV/AIDS messages are designed and packaged in a more clearly and effectively manner. Therefore, the study recommends more creativity when designing and packaging of messages. Further research is needed on a social and historical significance of multimodal texts in society in order to help develop multimodality as a mature scholarly discipline in Zambia and world over.

A multimodal discourse analysis of selected new start network HIV/AIDS prevention campaign texts in Zambia

This study explores Mobility, Identity and Localization of Language in Multilingual Contexts of Urban Lusaka. By examining data from different sites of language practices of Lusaka urbanites, that include, casual and formal conversations, Zambian popular music, computer mediated discourses and advertisements; the study shows how interlocutors creatively draw on their extended communicative repertoire to make meaning, transform social structures/roles and stylize modern identities. Accordingly, the study consolidates the recent sociolinguistic theoretical position that views language as social practice and privileges speakers as social actors in shaping and recreating language. In this regard, the study foregrounds language as localized social practice and argues against the idea that language is homogenous and a bounded system.
In doing so, the study adds to recent sociolinguistic theorizing calling for a paradigm shift to language studies. Therefore, the main research question that the study addresses, relates to how Lusaka urban dwellers achieve their mediated agency, voice and actorhood through linguistic choices during interactions in various social contexts of modern Lusaka. In turn, the question relates to how urbanites use language as localized social practice to maintain, transform and reproduce social structures/roles and identities in modern Lusaka. Owing to the type of data the study collected, a multifaceted methodological and analytical approach was employed for both data collection and analysis. Informed by a descriptive research design, the study used focus group discussions and individual key-informant interviews to collect data from casual and formal conversations. Data from Zambian popular music were purposively sampled from Youtube.com and music CDs. In addition, group/individual interviews with musicians were conducted in order to supplement data collected from music CDs and video sources. Data from online discourses were collected from the Facebook platform and from two Zambian based online news blogs, while data from print advertisements were collected through the capturing of images on billboards around Lusaka city as well as advertisements from newspapers and internet sites. Television and radio advertisements were recorded from the Zambia National Broadcasting Corporation TV and radio channels. All the data collected from these sources were generally analyzed using Conversational Analysis, Facework Negotiation Theory, Multimodal Discourse Analysis and its cognate analytical tools such as Resemiotisation, Semiotic Remediation, Intertextuality, Multivocality and Dialogism. The study shows that message consumption is not a function of isolated semiotic resource but a combination of semiotic material drawn from semiotics that people are familiar with. The study
thus argues that social meaning is steeped into social and cultural experiences of the speakers and that any study of language practices in such contexts should take into account the multifaceted nature of human communication.…

Kelvin Mambwe

Papers

Mobility, identity and localization of language in multilingual contexts of urban Lusaka