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.

本文讨论了围绕命名（人和对象）实践的有意改变。我首先介绍有关命名和治疗的问题，然后再谈谈在称赞名字和用作社会变革评论的名字的上下文中，作为语言变化的积极推动者的命名行为。在特别富裕的地区，特别是在旅游业中，语言的刻意，创造性的改变非常明显。作为非洲项目和常被称为“南方理论”的项目的一部分，非洲哲学和当地元语言话语对这种故意的语言操纵及其合理性进行了分析。我认为语言和语言变化的哲学和理论概念源于肯尼亚和坦桑尼亚的知识分子和专家，他们对Emic方法和本地认识论感兴趣，强调用词做事的文化和社会环境。有意的语言变化在这种贡献中被视为复杂和有表现力的，并被分析为个体代理的结果，以及社区对可以用词做什么的一致同意的结果。