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This study aims to investigate how an ecological understanding of polyglossia is used in the South African Broadcasting Corporation’s (SABC) television channel, SABC 1 to maintain and create ethnolinguistic dominance. Key arguments this study will make are: (1) polyglossia is a language ideology masquerading as ethnolinguistic pluralism, (2) there is a loss of ethnolinguistic pluralism in SABC 1 because of the polyglot culture and its transmissions, (3) isiZulu is emerging as a language and cultural flare of the channel. This paper concluded that isiZulu’s presence is rising in a soap initially meant to be a Sepedi show. And this has negative consequences for language equality in the SABC.

The emergence of isiZulu in Skeem Saam (2011): sociolinguistics factors and the politics of the ‘loss of ethnolinguistic pluralism’ at the SABC 1