An Applied Linguistic Analysis of Social Transformation: Bult Magazine (1987–2022)

Abstract

This article focused on an applied linguistic analysis of social change within the tertiary sector. Change management requires effective communication with team members and stakeholders, including alumni. Bult, a news magazine (1987–2022) of the University of the Free State (UFS), was used as a dataset because of the transformation focus within the higher education sector in South Africa. The literature study (contextual issues) addresses the concept and markers of social change, provides a brief overview of Bult, and discusses the relevant contextual aspects. From a methodological perspective, the first phase of the analysis was based on a close reading of the magazine, which reflected different aspects of change. The second phase focused on specific markers of social transformation: race, gender, minority groups, and culture (including language and religion), as listed in the literature study. These markers were used to design an analysis template.