Compliance-Gaining Strategies in Xitsonga Literary Text

Abstract

Compliance-gaining in literary texts shows how authors use characters’ persuasive strategies to influence others, reflecting interpersonal, education, marketing, leadership, and social contexts. This study explores how compliance-gaining strategies are used in a Xitsonga literary work, showing how the author and characters intentionally use language to exert influence, foster cooperation, or resolve conflict. Employing a descriptive qualitative design, the study is grounded in Robert Cialdini’s Compliance-Gaining Theory (CGT). Data was purposively drawn from the Xitsonga play ‘Byi n’wi khele matluka’ (2004) by M. Malungana and analysed using thematic analysis. The study findings highlight various compliance-gaining strategies used by Malungana’s characters to influence the behaviour of others. These include reinforcing group norms and a sense of urgency, invoking fear and rational arguments, appealing to spiritual authority and religious merit, glorifying wealth, and using politeness and blessings to encourage prompt compliance. These strategies align with Cialdini’s CGT principles of social influence and reflect deeply embedded communicative norms within Xitsonga literary text. Through an exploration of the relationship between language, culture, and persuasion, the study offers valuable insights into the communicative role of literature within African contexts. It underscores the importance of Xitsonga narratives in influencing societal attitudes and behaviours.