Foregrounding Hybridity as a Master Trope in the Globalisation Discourses The Case of the Advertising Space of Lesotho

Henry Amo Mensah (1)
(1) National University of Lesotho , South Africa

Abstract

The paper foregrounds linguistic and cultural hybridity as a master trope in the advertising space of Lesotho. Kraidy and Yazdiha’s postulations of hybridity together with the transformationalists view of globalisation and the Communication Accommodation Theory (CAT) provide the theoretical footing for the study. It is a qualitative study with data drawn from a total of seventeen adverts from the advertising space of Lesotho. A modification of Firth’s three-stage qualitative analysis is adopted for the study. The paper concludes that the hybridized Lesotho’s advertising space is an arena for resolving the inherent tensions in globalisation through adjustments and accommodation.

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Authors

Henry Amo Mensah
hamjay2000@yahoo.com (Primary Contact)
Author Biography

Henry Amo Mensah, National University of Lesotho

Henry Amo Mensah is an applied intercultural communication linguist. Currently, he is a lecturer in Linguistics at the National University of Lesotho. He teaches pragmatics, academic writing, language of the media and business communication and translation theory. His research interests are language of news media and advertising, language policy, sociolinguistics of multilingualism and multiculturalism, intercultural and international communication.

Mensah, H. A. (2017). Foregrounding Hybridity as a Master Trope in the Globalisation Discourses The Case of the Advertising Space of Lesotho. Journal of Intercultural Communication, 17(1), 1–22. https://doi.org/10.36923/jicc.v17i1.731

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