A linguistic analysis of brand names: a case of radio station names in Zambia.
Date
2020
Authors
Masule, Benson
Journal Title
Journal ISSN
Volume Title
Publisher
The University of Zambia
Abstract
Couched within the broader context of social semiotics and morphological theory, the current
study is aimed at providing a linguistic analysis of radio station names in Zambia, as well as
establishing the social semiotic forces that undergird the naming systems of radio stations.
This was born out of the realisation that names are symbols that bring about a variety of
feelings depending on the relationship between the name user and the named object or
person. Through three specific objectives, the study sought to place radio station names into
the possible morphological processes that gave rise to them and to determine the social
cultural knowledge and histories that influence the choice of radio station names in Zambia.
A descriptive research design, which was largely informed by a qualitative approach in both
data collection and analysis, was adopted. Four research sites were used to draw samples in
this study namely: Lusaka, Southern, Central and Copperbelt provinces of Zambia. Using
purposive sampling, 50 radio stations in the four provinces mentioned were sampled. The
study targeted station managers, chief executive officers and/or, proprietors of the radio
stations as key respondents in order to gain insight into the naming practices. Data were
collected using personal interviews, document study, as well as observations. Radio station
names were analysed by grouping them according to their word number and later examined
how they are formed. Symbols that accompanied some radio station names were also
analysed according to their symbolic significance. Morphologically, the study revealed that
most radio station names were single nominals (simplex forms) i.e. Hot, Sky, Joy, Byta, and
Sun radio stations. Others were compounded names (complex forms) e.g. Radio Christian
Voice, Mumbwa Bluesky. Most of the radio station names were found to be de-verbals, de nominals and de-adjectivals. Compounding, acronymisation, initialisation, blending and
reduplication were found to be the common morphological processes that were typical of
radio station names. Religion, modernity, indigenisation, Anglicisation and geographical
positioning formed part of the social semiotic forces that influenced the naming systems of
radio stations in Zambia. The study concluded that, radio station owners used both linguistic
signs and symbols to communicate to their target audience. The study recommends that any
further study on ergonyms, should focus on the semantic aspects of radio station names so as
to appreciate the semantic values attached to them.
Keywords: morphology, onymisation, ergonyms, social semiotic force, semiotic resources,
Radio station and Zambia
Description
Master of Arts in Linguistic Science
Keywords
Radio broadcasting--Zambia. , Lusaka, Northern Rhodesia. Central African Broadcasting Station. , Mass media--Social aspects--Zambia.