An Analysis of Program Presentation Styles in Radio Stations and Its Effect on Kiswahili Language in Kenya

Abstract

- Liberalization of radio airwaves in Kenya led to a shift in language use in Kenyan FM radio stations unlike before when broadcasters used English exclusively. As a result of this, many radio stations have adopted the use of sheng and code switching as program presentation styles as a communication strategy to enhance their listenership. Kenya being a multilingual society with so many languages it therefore means that code switching is inevitable. Sheng thrives on code switching. Currently, sheng is like the first language to most youths both in urban and rural areas and its influence is now felt across Kenya’s social strata. The use of sheng and code switching inKenya has influenced greatly the way other languages are acquired, learnt and even used especially in radio stations and in the educational sector.For instance, most Kiswahili scholars have blamed sheng for undermining the learning and mastery of Kiswahili and English in the educational sector. The objective of this study was to analyze the use of sheng and code switching as a style in radio stations and its effects on Kiswahili in Kenya.This study used Register Analysis Theory as expounded by Halliday (1978) to interpret the use of sheng and code switching in selected programs. The units of analysis in this study were sheng lexemes and code-switching linguistic features as used in radio program conversations and shows aired in Radio Citizen, Radio Maisha and Radio KBC. Data was analyzed qualitatively by coding every sheng lexeme and code-switching linguistic features used and then the negative effects to Kiswahili language were discussed. The study revealed that the use of sheng and co-switching as program presentation styles in radio stations has a negative effect on Kiswahili language because they are mostly used as a communication strategy to enhance listenership in radio stations. Keywords:- Effects, Styles, Radio, Listenership, CodeSwitching, Sheng, Presentation