Politics of casting in South African film and television: Sociolinguistics perspectives.

This article examines the sociolinguistic factors influencing casting decisions in post-apartheid South African film and television, focusing on how language varieties, accents, and linguistic backgrounds shape representation and access within the industry. It highlights a pronounced bias toward isiZulu, driven by the dominance of isiZulu-speaking scriptwriters, producers, and commercial imperatives, which marginalizes actors proficient in other Indigenous languages and limits linguistic diversity on screen. The research, based on interviews with industry professionals, reveals tensions between artistic authenticity, broadcaster demands, and market-driven casting practices that prioritize isiZulu for its broad audience appeal and economic value. These dynamics reflect broader sociolinguistic hierarchies and raise concerns about inclusivity, cultural representation, and the commodification of language in South African media.