PanSALB, Google form partnership to protect marginalised languages

The Pan South African Language Board (PanSALB) is collaborating with search engine Google to develop speech-to-text data sets for marginalised official languages.

This follows criticism by veteran broadcasters who have raised concerns about the deteriorating use of proper language, especially in lifestyle radio broadcast shows.

PanSALB has since urged the public to report any misinterpretation, abuse or misuse of all official languages.

In 2005, the public broadcaster came under fire from the Zulu Kingdom, for using the catchphrase “Ya Mampela” for the SABC1’s rebranding campaign.

At the time, Zulu King Goodwill Zwelithini’s gripe was that the phrase constituted improper use of the Zulu language. This led to the SABC ditching the slogan.

Recently, broadcasting veterans echoed the late Zulu monarch’s sentiments saying the use of proper language in broadcasting has declined significantly.

One broadcaster says he previously enjoyed the use of Setswana on radio but pointed out that lately, there is too much slang adding this dilutes the proper use of the language on air.

Another broadcaster adds: “Educational institutions should play a role in ensuring that children learn their mother tongue.”

Former SABC TV news executive producer, Steve Selemale meanwhile, criticised the PanSALB for failing to preserve the use of proper language in the country’s broadcasting sector.

To tackle this, PanSALB CEO Lance Schultz says the organisation has begun working with Google to come up with tangible solutions to ensure that diverse languages are available online.

“We view this in a very dire light in that we’re trying to avert a situation where any of our languages, especially our indigenous languages, regress. Languages can only develop if they’re actually used. So the clarion call is for us to appreciate all of our 12 official languages,” Schultz says.

Despite this clarion call, producers at the SABC say the use of colloquial language on lifestyle shows helps improve ratings.

The PanSALB however, says it will continue to fulfil its mandate to preserve and protect indigenous languages.

Efforts to address decay in language use in broadcast shows: