The pragmatics of account giving in political communication in isiXhosa

Abstract

This article examines the pragmatic and communication-theoretic properties of account-giving in political communication in isiXhosa. The research assumes the broad framework of Gricean pragmatics and employs the communication-theoretic principles of Image Restoration postulated by Benoit (1995). Benoit's theory of Image Restoration has two key assumptions, namely that communication is best conceptualised as a goal oriented activity and secondly, maintaining a positive reputation is one of the central goals of communication. The article focuses, in particular, on the question of the extent to which empirical data from political communication in isiXhosa provides evidence in support of five major image restoration strategies postulated by Benoit (1995), i.e., denial, evasion of responsibility, reducing the offensiveness of the event, taking corrective action and mortification.