Lexical Innovation through Swahilisation of English Lexicon in Online Advertisements

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dc.contributor.authorMapunda, Gastor
dc.contributor.authorIlonga, Emmanuel
dc.date.accessioned2023-02-07T07:50:15Z
dc.date.available2023-02-07T07:50:15Z
dc.date.issued2022-06-24
dc.description-en_US
dc.description.abstractMorpho-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.en_US
dc.description.sponsorship-en_US
dc.identifier.citationMapunda, G., & Ilonga, E. (2022). Lexical Innovation through Swahilisation of English Lexicon in Online Advertisements, Utafiti, 17(1), 107-129en_US
dc.identifier.doi10.1163/26836408-15020060
dc.identifier.urihttp://hdl.handle.net/20.500.11810/5971
dc.language.isoenen_US
dc.publisherBRILLen_US
dc.relation.ispartofseries17;1
dc.subjectloanwords, advertising, social media, Swahilisation of English words, nativisationen_US
dc.titleLexical Innovation through Swahilisation of English Lexicon in Online Advertisementsen_US
dc.title.alternative-en_US
dc.typeJournal Article, Peer Revieweden_US
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