The growth and use of Sheng in advertisements in selected businesses in Kenya

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dc.contributor.authorKariuki, A.
dc.contributor.authorErastus, Kanana Fridah
dc.contributor.authorkebeya, H.
dc.date.accessioned2015-05-06T08:28:07Z
dc.date.available2015-05-06T08:28:07Z
dc.date.issued2015
dc.descriptionResearch Articleen_US
dc.description.abstractFor a long time Sheng was perceived as an argot language, a variety restricted in its domains of use. It was seen as a language of the urban youth in Nairobi. However, there has been an emerging trend whereby big corporate companies, such as mobile phone companies, insurances, financial institutions (e.g. banks) and non-governmental organizations (NGOs) use Sheng to market their products. Therefore, Sheng is becoming a versatile selling strategy in Kenya. The shift in the realm of communication in advertising and awareness campaigns from Standard English and Kiswahili to a non-standard, peer language – Sheng – has thus become common. This draws attention to the fact that Sheng may have apparently shed off the stigma associated with it and has become a necessary marketing tool in the twenty-first century. Based on a sociolinguistic approach, this paper, therefore, investigates the linguistic change in the Kenyan context of advertising and creating awareness by selected businesses, NGOs and government bodies. The paper seeks to establish how selected corporates manipulate and use Sheng to fit their purposes of their business. Sheng lexical words and phrases and other non-standard varieties that are manipulated will be identified and analyseden_US
dc.identifier.citationJournal of African Cultural Studies, 2015 Vol. 27, No. 2, 229–246, http://dx.doi.org/10.1080/13696815.2015.1029879en_US
dc.identifier.issn1369-6815
dc.identifier.issn1469-9346
dc.identifier.urihttp://www.tandfonline.com/doi/pdf/10.1080/13696815.2015.1029879
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/12580
dc.language.isoenen_US
dc.publisherTaylor & Francis (Routledge)en_US
dc.subjectShengen_US
dc.subjecturban youth languagesen_US
dc.subjectmanipulationen_US
dc.subjectcommunicationen_US
dc.subjectadvertisementen_US
dc.subjectawarenessen_US
dc.subjectidentityen_US
dc.titleThe growth and use of Sheng in advertisements in selected businesses in Kenyaen_US
dc.typeArticleen_US
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