Abstract:
The importance of social media, such as Facebook, in community development cannot be overemphasized. Novel ideas and new attitudes are constantly being imbibed by the teeming populace who log in on their various accounts to read about trending events around the world, make comments and update their timelines. No doubt, our world is already a global village. However, what is the implication of social media, such as Facebook, on our use of language in Kenya? Does it enhance our national unity or it helps to further disunite us? Within the framework of Pragmatics, this study operationalises Brown and Levinson, (1987) Face Management Theory in order to account for different positive and negative face management strategies that are in different Facebook Groups’ comments on social and political issues. The study reveals that the use of language is more social and indifferent in terms of politeness. Similarly, Facebook plays a significant role in creating disunity through negative-other presentation and positive-self presentation by Facebook users. The study suggests that public information agencies should do more enlightenment programmes to educate Facebook users on using the platform for enhancing communal development and united Kenya.
