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Structural Analysis of Code-switching in Tanzanian Swahili-English Online Telecom Adverts
Journal of Humanities & Social Science (JHSS),
Vol. 10 No. 5 (2021)
Abstract
This study analyses structural configurations of code-switching from Swahili-English online business-related advertisements in Tanzania. The study uses advertisements disseminated by telecom corporations on Facebook. Through the matrix language frame (MLF), and the 4–M models of code-switching, the study discloses the dominance of Swahili as the matrix language (ML), supplying a relatively higher quantity of content morphemes (CM) in clauses; whilst English becomes the embedded language (EL). The Swahili’s supremacy in larger mixed language structures reflects the higher application of Swahili in day-to-day interactions in Tanzania, while English ‘chips in’ at times. In bundle names, which are phrases in structure, the study shows English as the ML; and Swahili as the EL. Further analyses indicate that both early system morphemes (early SMs), which are bound in nature, and bridge late system morphemes which are free in nature, come from Swahili. Similarly, coming from Swahili too, outsider late system morphemes are attached to content morphemes. Generally, Swahili and English partake in mixed language constructions with variations in terms of quantity, types, morpheme properties, and the syntactic properties of linguistic structures.
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- Ahn, J., C. La Ferle & D. Lee. 2016. Language and Advertising Effectiveness: Code-Switching in the Korean Marketplace. International Journal of Advertising: 1–19. http: //dx.doi.org/ 10.1080/ 02650487.2015.1128869. Alhourani, A. Q. 2018. Code Switching as a Communicative Strategy for Bilingual Speakers at Jouf University. International Journal of Linguistics, Literature and Translation, 1: 63–72. Androutsopoulos, J. 2011. Code-Switching in Computer-Mediated Communication. In S. C. Herring, D. Stein & T. Virtanen (Eds.). Handbook of the Pragmatics of CMC. USA: Mouton De Gruyter, pp. 1–25. Bassiouney, R. 2006. Functions of Code-Switching in Egypt. In T. Muraoka and C.H.M., Versteegh (Eds.), Studies in Semitic Languages and Linguistics (pp. 1–25). Boston, USA: Koninklijke. Bishop, M. M. & Peterson, M. 2010. The Impact of Medium Context on Bilingual Consumers’ Responses to Code-Switched Advertising. Journal of Advertising, 39: 55–67. doi: 10.2753/ joa0091–3367390304. Boztepe, E. 2003. Issues in Code-Switching: Competing Theories and Models. Working Papers in TESOL & Applied Linguistics, 3: 1–27. Busch, B. 2015. Expanding the Notion of the Linguistic Repertoire: on the Concept of Spracherleben – The Lived Experience of Language. Applied Linguistics: 1–20. doi: 10.1093/applin/amv030. Bwenge, C. 2009. Language Choice in Dar es Salaam’s Billboards. In F. Mc Laughlin (Ed.). The Languages of Urban Africa. New York: Continuum International Publishing Group, pp. 152–177. Conradie, M. & A. Niekerk. 2015.The Use of Linguistic Tokenism to Secure Brand Loyalty: CodeSwitching Practices in South African Print Advertising. Language Matters, 46: 117–138, doi: 10.1080/10228195.2014.981570. Charmaz, K. 2006. Constructing Grounded Theory. A Practical Guide Through Qualitative Analysis. London, England: SAGE Publications, Inc. Foster, M. & A. Welsh. 2017. The Controversial Code-Switching of an Indonesian President. South East Asia Research, 25, 395–411. doi: 10.1177/0967828X17740459. Frith, K. T. 1997. Undressing the Ad: Reading Culture in Advertising. Counterpoints, 54: 1–17. García, N. A., P. Chelminski & E. G. Hernández. 2013. The Effects of Language on Attitudes Toward Advertisements and Brands Trust in Mexico. Journal of Current Issues & Research in Advertising, 34: 77–92. doi: 10.1080/10641734.2013.754711. Gardner-Chloros, P. 2009. Code-Switching. Cambridge, England: Cambridge University Press. Kanijo, P. 2017. Code-Switching and Code-Mixing Errors Among Swahili-English Bilinguals in Tanzania. Kiswahili, 80: 1–11. Kharkhurin, A. V. & L. Wei. 2015. The Role of Code-Switching in Bilingual Creativity. International Journal of Bilingual Education and Bilingualism, 18: 153–169. doi: 10.1080/13670050.2014.884211. Lin, Y. & K. Wang. 2016. Local or Global Image? The Role of Consumers’ Local–Global Identity in Code-Switched Ad Effectiveness Among Monolinguals. Journal of Advertising. DOI: 10.1080/ 00913367.2016.1252286. Msovela, S. 2017. Analysis of Code-Switching in Social Media Chats Among Bilinguals: A Case of Jamiiforum M.A. dissertation, University of Dar es Salaam. Mugo, K. C. & A. N. Ong’onda. 2017.Forms of Matrix Language + Embedded Language Formula in Code Switching Instances. International Journal of Academic Research in Business and Social Sciences 7: 61–71. Myers-Scotton, C. 2006. Multiple Voices: An Introduction to Bilingualism. Malden, USA: Blackwell Publishing Ltd. Myers-Scotton, C. & J. Jake. 2009. A Universal Model of Code-Switching and Bilingual Language Processing and Production. In B. Bullock & A. Toribio (Eds.). Cambridge Handbook of Linguistic Code-Switching. Cambridge, UK: Cambridge University Press, pp. 336–357. doi: 10.1017/ cbo9780511576331.020. Myers-Scotton, C. & J. Jake. 2017. Revisiting the 4–M Model: Code Switching and Morpheme Election at the Abstract Level. International Journal of Bilingualism, 21(3): 340–366. Ndimane-Hlongwa, N. & H. Ndebele. 2014. Digging Deep Into Isizulu-English Code-Switching in a Peri-Urban Context. Language Matters: Studies in the Languages of Africa, 45: 237–256. Peter, J. 2016. The Magnitude of Code Switching and Code Mixing in Radio Presentations in Tanzania. A Case Study of Selected Radio Stations in Dar es Salaam Region. M.A Dissertation, University of Dar es Salaam. Poplack, S. 1980. Sometimes I’ll Start a Sentence in Spanish Y Termino En Espanol: Toward a Typology of Code-Switching. Linguistics, 7: 581–618. Sebonde, R. 2012. Code-Switching and Social Stratification in a Rural Chasu Community in Tanzania. Language Matters: Studies in the Languages of Africa, 43: 60–76. Shartiely, N. E. 2016. Code-Switching in University Classroom Interaction: A Case Study of the University of Dar es Salaam. Stellenbosch Papers in Linguistics Plus, 49: 215–231. Swilla, I.N. 2009. Languages of Instruction in Tanzania: Contradictions Between Ideology, Policy and Implementation. African Study Monographs, 30: 1–14. Thorson, E. & S. Rodgers. 2012. What Does “Theories of Advertising” Mean? In S. Rodgers & E. Thorson (Eds.). Advertising Theory New York, USA: Rutledge, pp. 3–17. Wei, L. 2011. Moment Analysis and Translanguaging Space: Discursive Construction of Identities by Multilingual Chinese Youth in Britain. Journal of Pragmatics, 43: 1222–1235
References
Ahn, J., C. La Ferle & D. Lee. 2016. Language and Advertising Effectiveness: Code-Switching in the Korean Marketplace. International Journal of Advertising: 1–19. http: //dx.doi.org/ 10.1080/ 02650487.2015.1128869. Alhourani, A. Q. 2018. Code Switching as a Communicative Strategy for Bilingual Speakers at Jouf University. International Journal of Linguistics, Literature and Translation, 1: 63–72. Androutsopoulos, J. 2011. Code-Switching in Computer-Mediated Communication. In S. C. Herring, D. Stein & T. Virtanen (Eds.). Handbook of the Pragmatics of CMC. USA: Mouton De Gruyter, pp. 1–25. Bassiouney, R. 2006. Functions of Code-Switching in Egypt. In T. Muraoka and C.H.M., Versteegh (Eds.), Studies in Semitic Languages and Linguistics (pp. 1–25). Boston, USA: Koninklijke. Bishop, M. M. & Peterson, M. 2010. The Impact of Medium Context on Bilingual Consumers’ Responses to Code-Switched Advertising. Journal of Advertising, 39: 55–67. doi: 10.2753/ joa0091–3367390304. Boztepe, E. 2003. Issues in Code-Switching: Competing Theories and Models. Working Papers in TESOL & Applied Linguistics, 3: 1–27. Busch, B. 2015. Expanding the Notion of the Linguistic Repertoire: on the Concept of Spracherleben – The Lived Experience of Language. Applied Linguistics: 1–20. doi: 10.1093/applin/amv030. Bwenge, C. 2009. Language Choice in Dar es Salaam’s Billboards. In F. Mc Laughlin (Ed.). The Languages of Urban Africa. New York: Continuum International Publishing Group, pp. 152–177. Conradie, M. & A. Niekerk. 2015.The Use of Linguistic Tokenism to Secure Brand Loyalty: CodeSwitching Practices in South African Print Advertising. Language Matters, 46: 117–138, doi: 10.1080/10228195.2014.981570. Charmaz, K. 2006. Constructing Grounded Theory. A Practical Guide Through Qualitative Analysis. London, England: SAGE Publications, Inc. Foster, M. & A. Welsh. 2017. The Controversial Code-Switching of an Indonesian President. South East Asia Research, 25, 395–411. doi: 10.1177/0967828X17740459. Frith, K. T. 1997. Undressing the Ad: Reading Culture in Advertising. Counterpoints, 54: 1–17. García, N. A., P. Chelminski & E. G. Hernández. 2013. The Effects of Language on Attitudes Toward Advertisements and Brands Trust in Mexico. Journal of Current Issues & Research in Advertising, 34: 77–92. doi: 10.1080/10641734.2013.754711. Gardner-Chloros, P. 2009. Code-Switching. Cambridge, England: Cambridge University Press. Kanijo, P. 2017. Code-Switching and Code-Mixing Errors Among Swahili-English Bilinguals in Tanzania. Kiswahili, 80: 1–11. Kharkhurin, A. V. & L. Wei. 2015. The Role of Code-Switching in Bilingual Creativity. International Journal of Bilingual Education and Bilingualism, 18: 153–169. doi: 10.1080/13670050.2014.884211. Lin, Y. & K. Wang. 2016. Local or Global Image? The Role of Consumers’ Local–Global Identity in Code-Switched Ad Effectiveness Among Monolinguals. Journal of Advertising. DOI: 10.1080/ 00913367.2016.1252286. Msovela, S. 2017. Analysis of Code-Switching in Social Media Chats Among Bilinguals: A Case of Jamiiforum M.A. dissertation, University of Dar es Salaam. Mugo, K. C. & A. N. Ong’onda. 2017.Forms of Matrix Language + Embedded Language Formula in Code Switching Instances. International Journal of Academic Research in Business and Social Sciences 7: 61–71. Myers-Scotton, C. 2006. Multiple Voices: An Introduction to Bilingualism. Malden, USA: Blackwell Publishing Ltd. Myers-Scotton, C. & J. Jake. 2009. A Universal Model of Code-Switching and Bilingual Language Processing and Production. In B. Bullock & A. Toribio (Eds.). Cambridge Handbook of Linguistic Code-Switching. Cambridge, UK: Cambridge University Press, pp. 336–357. doi: 10.1017/ cbo9780511576331.020. Myers-Scotton, C. & J. Jake. 2017. Revisiting the 4–M Model: Code Switching and Morpheme Election at the Abstract Level. International Journal of Bilingualism, 21(3): 340–366. Ndimane-Hlongwa, N. & H. Ndebele. 2014. Digging Deep Into Isizulu-English Code-Switching in a Peri-Urban Context. Language Matters: Studies in the Languages of Africa, 45: 237–256. Peter, J. 2016. The Magnitude of Code Switching and Code Mixing in Radio Presentations in Tanzania. A Case Study of Selected Radio Stations in Dar es Salaam Region. M.A Dissertation, University of Dar es Salaam. Poplack, S. 1980. Sometimes I’ll Start a Sentence in Spanish Y Termino En Espanol: Toward a Typology of Code-Switching. Linguistics, 7: 581–618. Sebonde, R. 2012. Code-Switching and Social Stratification in a Rural Chasu Community in Tanzania. Language Matters: Studies in the Languages of Africa, 43: 60–76. Shartiely, N. E. 2016. Code-Switching in University Classroom Interaction: A Case Study of the University of Dar es Salaam. Stellenbosch Papers in Linguistics Plus, 49: 215–231. Swilla, I.N. 2009. Languages of Instruction in Tanzania: Contradictions Between Ideology, Policy and Implementation. African Study Monographs, 30: 1–14. Thorson, E. & S. Rodgers. 2012. What Does “Theories of Advertising” Mean? In S. Rodgers & E. Thorson (Eds.). Advertising Theory New York, USA: Rutledge, pp. 3–17. Wei, L. 2011. Moment Analysis and Translanguaging Space: Discursive Construction of Identities by Multilingual Chinese Youth in Britain. Journal of Pragmatics, 43: 1222–1235