Something That Looks Like Money: Ethnopragmatic Analysis of Wealth-Related Title Names Among Young Igbo Businessmen

Abstract

African anthroponyms are a rich repository of the socio-cultural materials of ethnolinguistic groups. They reveal speakers’ collective beliefs, norms, traditions, practices, philosophies and worldview. Among other things, literature on Igbo personal names show current trends in contemporary naming and the reasons for this, the social structure of their society. Igbo names also provide insight into what speakers value and uphold. This includes ideas they have about concepts such as wealth, which has also been interrogated. It has been discovered that titles also capture the ways wealth is viewed by Igbo-speaking people. This is obvious in the informal titles held by young businessmen of this ethnolinguistic group. This paper examines title names which are conferred informally by young Igbo businessmen. It particularly investigates the value holders place on wealth, which are captured by these names. While it explicates the identity that holders create for themselves when they have attained a certain level of financial success, it draws attention to the importance placed on wealth possession as a fundamental index for attaining high social status in Igbo land. The ethnopragmatic framework was employed to explain wealth-related title naming as a speech practice, which is different from the traditional order of this community of speakers. It is chosen for its emphasis on the understanding of speakers’ cultural nuances for the use of language, one of which is naming. Using ethnographic tools such as semi-structured interviews, passive participation and participant observation, information on forty-one such title names have been elicited. Questions asked included the semantic interpretation of the names, what circumstances inform the choice of the names and the importance bearers place on wealth. It is revealed that, for young Igbo businessmen, being wealthy is equated with the possession of money. The values they place on money are highly influenced by the capacity it gives to bearers, its usefulness in defending oneself and attacking adversaries and the provision of succor to those in need.