Foregrounding Hybridity as a Master Trope in the Globalisation Discourses The Case of the Advertising Space of Lesotho
Abstract
The paper foregrounds linguistic and cultural hybridity as a master trope in the advertising space of Lesotho. Kraidy and Yazdiha’s postulations of hybridity together with the transformationalists view of globalisation and the Communication Accommodation Theory (CAT) provide the theoretical footing for the study. It is a qualitative study with data drawn from a total of seventeen adverts from the advertising space of Lesotho. A modification of Firth’s three-stage qualitative analysis is adopted for the study. The paper concludes that the hybridized Lesotho’s advertising space is an arena for resolving the inherent tensions in globalisation through adjustments and accommodation.
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