Time for SA book authors and publishers to switch up languages to attract more readers
Music and television are ripping benefits of multi-lingual programmes in pop culture while book sales remain low because most are in English
The varying responses local artists receive from their audiences for the language they employ is remarkable. Black music lovers tend to appreciate all forms of music in their indigenous languages. But release a book, say in Sotho or Zulu, and almost no one will buy it. All local bestsellers by black authors are published in English. German-born Rhodes University lecturer and independent publisher Fouad Asfour has two theories why the indigenous languages book market performs badly. He blames the publishing industry for being largely white and untransformed; and the arts-loving public for gravitating towards popular culture, which books are not. “The problem is that the [publishing] industry is framed for a white audience. It hasn’t yet quite transformed. Reading and writing has been associated with colonialism. For books to become popular culture they must become less white,” Asfour says. Wits University languages and literacy professor Leketi Makalela thinks monolingualism is a fla...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.