The pragmatics of the persuasion in bemba with special reference to bride price negotiations
Date
2016
Authors
Chalwe, Abigail Nachilima
Journal Title
Journal ISSN
Volume Title
Publisher
University of Zambia
Abstract
ABSTRACT
The current study examined the pragmatics of persuasion in Bemba with special reference to
Bride price negotiations within the framework of the Pragmatic theories. The study applied
Austin’s(1962), and Searle’s (1969) speech act theory, Brown and Levinson’s (1987) politeness
theory and the notion of face and Grice’s (1975) Conversational analysis theories. The study
attempted to discuss the various linguistic expressions that suggest persuasion, some categories
of persuasion and carry out an analysis of how the various implications of the persuasive
expressions function as strategies of persuasion.
Data in the current study was collected qualitatively. The researcher used a variety of methods.
Primary data was collected through twenty (20) recordings of bride price negotiations as and
when the negotiations took place. These recordings enabled the researcher to make a collection
of various linguistic expressions used during the negotiations. Having collected the recordings,
the researcher carried out interviews. These interviews were done by means of a structured
interview guide as the researcher aimed at verifying the pragmatic significance of the
expressions used and to verify the perlocutionary force of the expressions. Interviews were
carried out on individuals that had vast knowledge on bride price negotiations. The researcher
observed language use during the negotiations and kept notes on the various linguistic
expressions that were used. Observation of facial expressions and gestures enabled the researcher
deduce how the hearers perceived the locutions. Recordings, interviews and observations
enabled the researcher to establish pragmatic strategies interactants applied in order to achieve
persuasion.
The findings of the study suggest that there are indeed various linguistic expressions that are
used during bride price negotiations that stir the emotions of the hearer to the extent of changing
their attitude towards a previously held belief. During the negotiations the speaker presents
information to the hearer in such a way that it appeals to their emotions and in a way that the
hearer is able to reason and eventually become persuaded. These linguistic expressions are
usually understood by people sharing similar cultural background and context. The study further
revealed that when uttered, linguistic expressions must be perceived by the hearer as relevant to
the conversation in order to make the correct inferences.
It is recommended that further studies be carried out to examine the pragmatics of persuasion in
different social situations. Further studies can also be undertaken to examine the pragmatics of
persuasion in Bantu languages in general and Zambian languages in particular.
Description
MSC LINGUISTIC