LACK OF EXCHANGE VALUE IN AFRICAN LANGUAGES FOR THE MARKETING OF TECHNICAL COLLEGES IN SOUTH AFRICA

Abstract

Technical, vocational, education and training (TVET) colleges in South Africa struggle to attract and retain adequate prospective students in a competitive environment of the post-schooling sector where they are often the last option. The purpose of this study was to investigate students’ perceptions on the role of language as a communication tool to market TVET colleges brand that seeks to promote entrepreneurial skills that could serve address socio-economic issues in the country. A questionnaire was used to survey 40 purposefully selected first-year students from two colleges. It was found that 96% of participants preferred to maintain the status quo in which English should be used as a language of marketing because of its perceived exchange value compared to African languages. There is a need for educational leaders to operate as change agents by bringing an awareness through practice on the value of African languages in society and the economy.

Keywords

• african languages
• communication
• linguistic capital
• marketing
• transformation