Department of Foreign Languages and Linguistics

Permanent URI for this collection

https://repository.udsm.ac.tz/handle/123456789/33

Browse

Browsing Department of Foreign Languages and Linguistics by Author "Ilonga, Emmanuel"

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    Complementarity of communicative modes on meaning making in Tanzania’s digital telecom marketing: A social semiotic multimodal perspective
    (Taylor and Francis, 2022-03-07) Ilonga, Emmanuel; Mapunda, Gastor
    This article examines the complementarity of the communicative modes for making meaning in digital telecom advertisements. Using a social semiotic multimodal approach in its data analysis, we utilise the metafunction and composition frameworks for the interpretation and discussion. The study shows that advert makers incorporate various modes which represent real-life objects and experiences to promote products and services. The modes establish and reinforce marketing and social relationships between makers and potential customers. In the adverts, visual modes are often elaborated on through texts. In composition, the study shows that advertisers utilise various patterns in organising the modes. The makers also use various compositional properties to indicate the prominence of the modes. In addition, they deploy discrete frames to separate units of information. As such, the combination of all these modes as an integrated system in the digital telecom advertisements enables the makers to negotiate meaning with consumers.
  • No Thumbnail Available
    Item
    Lexical Innovation through Swahilisation of English Lexicon in Online Advertisements
    (BRILL, 2022-06-24) Mapunda, Gastor; Ilonga, Emmanuel
    Morpho-phonological nativisation and syntactic applications of Kiswahili loanwords appear throughout telecommunication businesses’ advertisements, as can be collected from such companies’ Facebook pages. Word-by-word and line-by-line coding and analysis reveal a richness in the borrowing process and its implications for the contemporary Kiswahili lexicon. Apparently, nouns are more inclined to be borrowed than words from other grammatical categories, with loanwords from English expanding the meaning of items, and in some cases substituting those items in the lexicon of the receiving language. Phonologically, accommodation of loanwords includes syllabic adjustments, vowel addition, consonant assimilation, and consonant deletion – these and other linguistic strategies play an important role in the nativisation process of ubiquitous items in the online vocabulary familiar to users of the world wide web. Syntactically, loanwords appear in interrogatives, conditionals, and imperatives, as well as in non-sentential constructions. In turn, these borrowings constitute a significant portion of the ongoing nativisation processes that contribute to the future of the Kiswahili lexicon.