Discourse analysis is about asking two questions about word choice (diction) and sentence structure – “why?” and “why not?”.
For example:
“WHY did the ANC choose to use the word hlanganyela on their isiZulu election posters?”
and
“WHY did the ANC choose NOT to use other words for togetherness on their isiZulu election posters?”
The same question can be applied to a comparison of the ANC’s posters and those of the DA, where similar choices have been made.
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We’ve all seen them. They have appeared in all 11 of our official languages (as well as in Portuguese, Italian, Cantonese and Greek), blossoming with the last heavy rains of summer on lampposts and at intersections, 20 metres tall in blazing lights or the size of a postcard in newspapers. They grow every day. Almost all have a face, though some show the proof of the promises (roads, houses, smiling well-fed…