Games with names

This paper discusses deliberate changes surrounding the practice of naming (people and objects). I first present a discussion of naming and healing, and then turn to the act of naming as an active agent for language change in the context of praise names and names that are used as comments on social change. There are particularly rich areas where the deliberate, creative change of language is strikingly visible, namely in tourism. The analysis of both the deliberate linguistic manipulations and the rationalization of these is informed by African philosophy and local metalinguistic discourse, as part of a project often referred to as the ‘Southern Theory’. I consider the philosophical and theoretical concepts of language and language change that stem from Kenyan and Tanzanian intellectuals and experts who are interested in emic approaches and local epistemologies, emphasizing cultural and social contexts of doing things with words. Intentional language change is seen in this contribution as complex and performative, and is analyzed as the result of individual agency as well as a community’s agreement over what might be done with words.