Structural Analysis of Code-switching in Tanzanian Swahili-English Online Telecom Adverts

Authors

Emmanuel Ilonga Dr, Dar es Salaam University College of EducationFollow

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.

Recommended Citation

Ilonga, Emmanuel Dr (2022) "Structural Analysis of Code-switching in Tanzanian Swahili-English Online Telecom Adverts," Journal of Humanities and Social Sciences: Vol. 10 : No. 5 , Article 4.
Available at: https://doi.org/10.56279/jhss.v10.i5.3

Publication Date

3-10-2022

DOI

10.56279/jhss.v10.i5.3

Publisher

Dar es Salaam University College of Education (DUCE)