Independent News & Media (South Africa) (pty) Limited the leading newspaper group in South Africa commissioned an investigation into the strategic launch of a newspaper targeted at the African consumer in the KwaZulu Natal (KZN) market. Independent Newspapers had a profitable Service Agreement with Mandla Matla the owners of ILANGA, the oldest Zulu language bi-weekly newspaper in KZN, which expired on March 31,2002. Prior to the ending of the Service Agreement between the two companies, Independent Newspapers was restrained from publishing a Zulu language newspaper. In order to minimise the effect of the loss of profit from the Service Agreement, various options were determined and a through investigation was commissioned. One option was the possible launch of a new Zulu language newspaper. Reader research was commissioned in the form of reader focus groups and reader questionnaires to determine whether there was room for another newspaper targeting the African consumer. The reader research indicated the strong desire for a daily newspaper ideally in Zulu. A comprehensive financial analysis and a new product development strategy was presented in order to best utilise the research findings and develop a profitable and consumer ariven newspaper. In order to achieve this a number of strategic models were used in the development of the proposed new product. / Thesis (MBA)-University of Natal, 2002.

M. Tech. Language Practice / The study examines students' motivation in and attitude towards third language learning among undergraduate University of Technology students of isiZulu as a third language. It investigates whether University of Technology students are instrumentally or integratively motivated to study isiZulu. The study also looks at the relationship between University of Technology students' motivation and their achievement in isiZulu. Furthermore, the study also investigates the role that language attitude, be it positive or negative, can play in L3 acquisition. Forty students, studying isiZulu as a third language at the University, participated in the study. These students had, as their language background, different L1s which included four African languages, English L2, which is the language of teaching and learning, and additionally, a language subject. For these students, the acquisition of an L3 was a course requirement, and isiZulu is one of the language options.

Submitted in fulfillment of the requirements of the degree of Master of Technology: Language Practice, Durban University of Technology, Durban, South Africa, 2015. / This research is designed to assess the validity of the Sapir Whorf hypothesis in relation to the linguistic and cultural notions of the Yoruba and Zulu language speakers’ via the evaluation of the culture enriched drama text The Lion and The Jewel by Wole Soyinka. The study, which uses both questionnaires and interviews to derive responses from participants, engages both the primary and secondary data throughout the chapters. The study queried both the hypothesis’ strong version, (language governs thought: linguistic classifications restrain and influence mental classifications); and its weak version, (linguistic classifications and their use influence thought as well as some other classes of non-linguistic activities) and their possible reliability. Participants’ ages were between 16 and 46 years old who all speak both English and isiZulu (isiZulu-speaking participants) and English and Yoruba (Yoruba-speaking participants). Questionnaires were used and interviews were conducted, the research questions were answered and the findings provided support for validity of the linguistic relativity hypothesis, that is, languages indeed influence thought. The findings also revealed that linguistic influence on cognition is not limited to different language speakers alone, but also same language speakers per level of exposure to other languages and concepts. Based on these findings, recommendations have been made. Among which is the soliciting more research on language and culture (acculturation and enculturation) such that societal peace, love, unity and development can be maintained and promoted in any monolingual, bilingual or multilingual society. Also, educators should be aware of the possibility of a psycholinguistic influence on thought and assimilate it into schools’ curriculum so that multiculturation is fully adopted and promoted in the schools.