FIGURE-GROUND ALIGNMENT AND COGNITIVE CULTURAL SYSTEMS IN NIGERIA: A CONCEPTUAL ANALYSIS OF ETHNIC DIFFERENCES IN GREETING PRACTICES AMONG THE IGBOS, HAUSA-FULANIS, AND THE YORUBAS

Abstract

This work looks at the relationship between two distinct topics in cognitive semantics. On one hand, it looks at the concept of Figure and Ground alignment in cognitive language conception, and on the other hand the concept of the cognitive culture system. Figure and Ground alignment concerns the perceptual organization that highlights a focal object, element, or event (Figure) from its surrounding context (Ground). This principle extends beyond visual perception, it is also observed in various cognitive processes, linguistic realization of conceptualization processes, and social interactions and narratives. The cognitive culture system concerns itself with the acquisition and maintenance of culture. These two topics relate to each other in studying the importance of different cultural practices across different cultures. This research looks at the similarities and differences between the greeting methods of the three most populous tribes in Nigeria, the Hausa-Fulanis, the Yorubas, and the Igbos. It is observed that cultural differences allocate the roles of Figure and Ground to different elements based on the socio-cultural orientation of the tribes. The Hausa-Fulanis in their cognitive cultural system the broader social status and relation which is the ground is valued above the individual which is the Figure. The Yoruba cultural cognitive system has a more balanced approach it allows for interplay between the Figure (the individual) and the Ground (the social and environmental components). The Igbos tend to have a more Figure oriented approach, where the individual is the focus (Kedu ka i mere?) (How are you?) They often foreground the individual while the context and the socio-cultural elements are backgrounded.