Abstract:
Following the study of Gilman and Ford on address terms, an increasing number of studies have been conducted in several sociocultural settings. In line with this trend, the present study attempts to describe and explain address terms among the Akans of postcolonial Ghana. Using observation as the main research tool corroborated by interview and introspection, the researcher noted nine principal terms of address, three (personal names, catch phrases and attention getters) of which are reported here. In particular, the influence of Westernism and modernism was reflected in the use of personal names and catch phrases. With differing levels of frequency and saliency, the use of these terms was dictated by sociocultural factors such as gender, status, age and relationship of interactants as well as pragmatic factors. These findings have implications for theory, intercultural communication and further research
