An Overview of African Youth Language Practices and Their Use in Social Media, Advertising and Creative Arts

2018 ◽  
pp. 1-12
Author(s):  
Ellen Hurst-Harosh ◽  
Fridah Kanana Erastus
2020 ◽  
Vol 6 (s4) ◽  
Author(s):  
Renato Tomei ◽  
Andrea Hollington

Abstract This contribution seeks to shed light on global dimensions of language contact and language change with regard to African youth languages. Looking at the influences of Jamaican speech forms on youth language practices in Africa, the focus will be on transatlantic linguistic ties that link Africa and its Diaspora. As the case studies will illustrate, Jamaican has a huge impact on youths in Africa and is used extensively in their communicative practices. Music, in this regard, plays an important role: Reggae and Dancehall music are highly popular in many (especially Anglophone) African countries, and these Jamaican music genres are quite influential with regard to language practices among African youth and beyond. Music thus represents an important site of language contact, and also serves as a means to learn the Jamaican language. In our paper we will draw on examples from different African countries to illustrate the wide spread of Jamaican influences. Our focus will be on case studies in Kenya, Zimbabwe, Uganda, Ethiopia, South Africa and the Gambia. We will discuss selected song examples from a sociolinguistic perspective that takes these various language practices as a base and then looks at the contexts and motivations for the use of Jamaican speech forms.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunli Ji ◽  
Susana Mieiro ◽  
Guihai Huang

PurposeSocial media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.Design/methodology/approachThe authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.FindingsThis study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.Practical implicationsThe casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.Originality/valueThis study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.


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