Vooruitsigte van die Afrikaanse tydskrifmark : die lewenskragtigheid van Afrikaans, en hoe dit manifesteer in die lewenskragtigheid van Afrikaanse tydskrifte oor die korttermyn

[摘要] ENGLISH ABSTRACT: After South Africa's transition to democracy in 1994, many Afrikaans-speaking people were worried that their language might not survive, especially in a country where English became the accepted lingua franca. However, since 1999 a large number of Afrikaans magazines have entered the market. Publishers and marketers have realized the magazine-reading Afrikaans market is affluent and willing to use their spending power to read their language.Contrary to Afrikaans, the other indigenous languages have not proven themselves to be as marketable. Even though these languages are spoken by the biggest part of the South African population, they are mainly used in the speakers' private spheres. In a country where most Afrikaans speaking people are bilingual and many South Africans are able to understand English, the question is: Why has Afrikaans not followed the same route as the other indigenous languages, and might it still go that way if its future is left to be determined by market influences?The focus of this study is on the origin and the development of the Afrikaans publishing market, with specific emphasis on magazines. Afrikaans' position in the community and the economy of the Afrikaans magazine market will also be discussed. The study aims to answer the question: Is it still economically viable to publish in Afrikaans and what are the Afrikaans magazine publishing market's prospects for the next five to ten years.The researcher comes to the conclusion that it is still very profitable to publish Afrikaans magazines. A publication's success will be determined by whether it satisfies a need, whether it has a sound business model and whether advertisers are willing to use the publication as an advertising medium. It is up to magazines to convince advertisers to advertise in Afrikaans or to be willing to accept English ads. The less affluent Afrikaans-speaking market could be considered a future market for magazine publishers.

[发布机构] Stellenbosch University