The culture-specific nature of headlines in Finansies & Tegniek and Finance Week

  • Erica S du Preez Department of Afroasiatic Studies, Sign Language, and Language Practice, University of the Free State, PO Box 339, Bloemfontein 9300, South Africa
  • Jacobus A Naudé Department of Afroasiatic Studies, Sign Language, and Language Practice, University of the Free State, PO Box 339, Bloemfontein 9300, South Africa

Abstract

Finansies & Tegniek and Finance Week, two South African financial magazines, offer the ideal research opportunity for a comparative study of English and Afrikaans texts. The fact that the magazines can be read internationally lends an interesting dimension to the strategy of the editors when the articles realise in one of the other official languages in South Africa. The hypothesis is that the Afrikaans headings are more culture-specific, local and specific in nature, whereas the English headings are more global and general. The concepts ‘globalising' and ‘localising' and the function of these concepts with reference to the process of translation, as described by Paskal (2005), are used as the instrument for describing the headings in the financial magazine articles. This paper demonstrates that the headings of the English magazine articles present global and general characteristics; while the Afrikaans headings are cultural-specific, with prominent local characteristics.

Southern African Linguistics and Applied Language Studies 2008, 26(4): 513–523
Published
2009-01-23
Section
Articles

Journal Identifiers


eISSN: 1727-9461
print ISSN: 1607-3614