the pragmatics of persuasion in bemba with special reference to bride price negotiations by abigail

140 Pages·2017·0.91 MB·English

by  Mwali Chisala

THE PRAGMATICS OF PERSUASION IN BEMBA WITH SPECIAL REFERENCE
TO BRIDE PRICE NEGOTIATIONS

BY
ABIGAIL NACHILIMA CHALWE

A DISSERTATION SUBMITTED TO THE UNIVERSITY OF ZAMBIA IN PARTIAL
FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF
ARTS IN LINGUISTIC SCIENCE

THE UNIVERSITY OF ZAMBIA
LUSAKA

2016
DECLARATION
I, Abigail Nachilima Chalwe, do solemnly declare that this dissertation;
(a) Represents my own work,
(b) Has not previously been submitted for a degree to this or any other university and
(c) Does not incorporate any published work or material from other dissertations which is not
acknowledged.

Signed………………..

Date……………………

i
All rights reserved. No part of this dissertation should be reproduced in any form or by
any means without prior permission from the author or the University authority.

ii
APPROVAL

This dissertation of Abigail Nachilima Chalwe has been approved as fulfilling in part the
requirements for the award of the degree of Master of Arts in Linguistic Science by the
University of Zambia.

Signed: Date:
…………………………………… ……………………………………………
…………………………………… ………………………………………………
…………………………………… ………………………………………………

iii
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
iv
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.

v
DEDICATION
This work is dedicated to my dad Mr Vincent Kabunda Chalwe and mum Mrs Maggie Nambeya Chalwe
who have encouraged me to excel and have played a pivotal role in my life. This work would not have
been possible without your unending encouragement and support.
My husband, Mwali Chisala who has always been there for me, inspiring me and always being a positive
influence on me. The positive energy you helped me develop is more than I can ask for. Thank you for all
the love and support you have shown me. It has not been easy but all worthwhile. And to our daughter
Chibomba Chisala, you are indeed a blessing a sacred trust from Jehovah.
My sisters Isabel and Mwila and my brothers Kabunda and Kachenje, I would like to thank you for all the
support given me.
To my course mates who contributed in one way or another, I am very grateful.

vi
ACKNOWLEDGEMENTS

Gratitude goes to Dr Simwinga, John my academic supervisor who through guidance and
encouragement made this work to be a success. Your continuous direction made this possible.
Thank you for being so patient.
I would like to thanks the following lecturers in my first part of my MA: Dr J. Simwinga
Professor V.M. Chanda, Mr S.B. Hirst, Dr M. Nkolola, and Dr Chishiba.
Many thanks to my parents who were ever on the lookout for any bride price negotiation
sessions, and my husband who would always help me travel to places and attend or record bride
price negotiation sessions as and when they took place. Thank you for your support in collecting
data.

vii
TABLE OF CONTENTS
DECLARATION...........................................................................................................................i
COPYRIGHT.................................................................................................................................ii
APPROVAL...................................................................................................................................iii
ABSTRACT...................................................................................................................................iv
DEDICATION..................................................................................................................................vi
ACKNOWLEDGEMENTS.............................................................................................................vii
CHAPTER ONE: INTRODUCTION..............................................................................................1
1.0 General.......................................................................................................................................1
1.1 Background................................................................................................................................2
1.1.0 General.......................................................................................................................2
1.1.1 Definition of Persuasion.............................................................................................3
1.1.2 Features of a Successful Persuasion...........................................................................5
1.1.2.1 A Successful attempt to Influence...........................................................................5
1.1.2.2 The Concept of Attitude..........................................................................................6
1.1.3 Overview of Persuasion theories................................................................................6
1.1.3.1 Social Judgement Theory........................................................................................7
1.1.3.2 Inoculation Theory..................................................................................................8
1.1.3.3 Balance Theory........................................................................................................9
1.1.3.4 Source Credibility Theory. .....................................................................................9
1.1.3.5 Reinforcement Theory.............................................................................................10
viii
1.1.3.6 Information Manipulation Theory...........................................................................10
1.1.3.7 Ranks Model............................................................................................................10
1.1.4 The Rhetoric of Persuasion.........................................................................................11
1.2 Bride price.....................................................................................................................12
1.2.1 Procedure for taking Insalamu and Bride price (Impango).......................................16
1.2.2 Bemba Language........................................................................................................18
1.3 Statement of the problem..............................................................................................19
1.4 Purpose of the study......................................................................................................20
1.4.1 General.......................................................................................................................20
1.4.2 Objective of the study................................................................................................20
1.4.3 Research questions.....................................................................................................20
1.5 Rationale.........................................................................................................................21
1.6 Definition of Terms.......................................................................................................23
1.6.1 Pragmatics..................................................................................................................23
1.6.2 Persuasion..................................................................................................................23
1.6.3 Face............................................................................................................................24
1.6.4 Bride Price (Impango) ...............................................................................................24
1.6.5 Shibukombe (Male go between).................................................................................24
1.6.6 Nabukombe (Female go between)..............................................................................24
1.7 Methodological Framework..........................................................................................24
ix