Morphology-Pragmatics Interface The Case of the Tanzanian Commercials in Swahili Newspapers

This work articulates the relationship between the choice of the vocabularies, their morphophonological modifications and the anticipated meanings in the language of commercial advertisements in Tanzanian Swahili newspapers. An eclectic approach that makes use of the Textual Analysis Approach and Lexical Morphology Theory brings into light important facts. For instance, apart from the use of standard Swahili, there is a good deal of English loan words which either undergo Swahilization morphologically or keep the original forms. Also, the intended meanings are captured by the intended audiences by, among others, the age and level of education of the newspapers’ readers. The contribution herein is that there is a link between the designed morphology of the words and the interpretation captured, at least in the language of commercials.

Christina Higgins. 2009. English as a Local Language

Christina Higgins credibly presents the situation of English in East Africa as scrutinized from four areas, which she investigated in the field: the newspaper journalism, annual beauty pageants for young women, the hip hop music of the youth, and advertisements. For me, as a Tanzanian, it has been a pleasure to review a book that illuminatingly documents the language situation, the cultural conceptualization and the localization of English that is taking place in the multilingual society in Tanzania.

Comment to the book review by Amani Lusekelo / Kommentar zur Rezension von Amani Lusekelo / Commentaire à l récension d'Amani Lusekelo 2009

Mpendwa Amani, Nashukuru sana kwa maoni yako juu ya kitabu changu. Nakubaliana sana na wewe juu ya dhamira ya ubepari ndani ya muktadha wa mashindano ya urembo. Lakini sikutafiti mashindano yanayotokea bara -- utafiti huo ni wa Sabrina Billings (sitaki kuonekana kama nilifanya utafiti huo - nimesoma tasnifu yake ambayo ni nzuri sana). Billings amechapisha utafiti wake hivi karibuni katika Language in Society (2009).