Abstract:
This paper focuses on Kiswahili usage in electronic media with the underlying assumption that one of the major social functions of media is the facilitation of language learning and development, especially among the sections of the society that are yet to acquire above average competence in the use of the language in question. Media practice in Kenya shows a disparity between the correct use of Kiswahili in some quarters and incorrect use of the language in other quarters. We have observed that the incorrect use of Kiswahili language is mainly in the popular culture industry, mainly in commercial radio and television. To investigate this phenomenon we narrow down our focus on the relatively popular television series’ on Citizen Television namely ‘Inspekta Mwala’ and ‘Machachari’ with the two main objectives; first, to undertake an overall review of the major thematic trends of the programmes and second, to evaluate language use in the context of correct and formal language structure. The analytical frame of the study borrows from relevant theories of popular culture, particularly the Frankfurt School of cultural criticism as it has been articulated by Ardono, Horheimer and Marcuse. The findings of this study are intended to establish the social attitude and mind set of Kenyans and Africans on the role and status of Kiswahili, upon which recommendations will be drawn on the way forward.
