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Programme de bourses "Jeunes Chercheurs"

A PRAGMATIC ANALYSIS OF FIGURATIVE LANGUAGE IN HIV DISCOURSE IN KENYA. - A CASE STUDY OF ENGLISH AND KISWAHILI MESSAGES.

BACKGROUND
The present linguistic endeavour is a pragmatic analysis of figurative language used in HIV discourse in Kenya with specific reference to Kiswahili and English AIDS posters. Banking on the linguistic status of English and Kiswahili, the official and national languages of Kenya respectively, behaviour change communicators capitalize on the two languages in sensitizing the wider multilingual Kenyan community on HIV and AIDS. From the foregoing, chances of misunderstanding culturally unfamiliar metaphors in English and Kiswahili AIDS posters are high,
since Kenya comprises approximately forty two (42) mutually unintelligible speech communities.
Having such a background in mind, our research is designed to undertake a pragmatic analysis of figurative language employed in the Kenyan AIDS-related discourse. Taking cognizance of the diversity in figurative language, the research is particularly keen on metaphors, irony, similes, and metonymy in AIDS posters. In addition to this, an examination of lexico-pragmatic processes operating in the syntax of Kenyan AIDS messages is undertaken.

CONCEPTUAL FRAMEWORK AND STATEMENT OF THE PROBLEM
From a cognitivist viewpoint, the conceptual framework guiding the study invites a wealth of ideas from the Relevance Theory (RT), Blending Theory (BT) and Idealized Cognitive Models (ICM), aimed at finding scholarly answers to a research problem seeking to establish whether Kenyans of dissimilar socio-cultural and educational backgrounds, homogeneously comprehend AIDS messages coined in English and Kiswahili languages. From the aforementioned problem, the justification for undertaking this linguistic endeavour stems from insightful recommendations
brought forth by two Kenyan AIDS affiliated organizations under the auspices of the Kenya Demographic Health Survey (KDHS) and the National AIDS and Sexually Transmitted Diseases Program in Kenya (NASCOP), (cf KDHS, 2003 and NASCOP, 2005), which strongly lobbied for more explicit AIDS related messages in sensitizing the Kenyan population on HIV and AIDS. This verdict was passed following cases of miscomprehension of AIDS messages amongst Kenyans, a case in point being the A-Abstinence, B- Be faithful, C-Use condoms (ABC) slogan (cf. Magonya, 2007). Moreover, from a cognitive linguistics viewpoint, there is a conspicuous absence of
pragmatic research in the area, yet the scholarly input of epidemiologists, feminists, literary scholars and anthropologists is overwhelming. In an attempt to fill this lacuna, the present study aspires to generate scholarly insights in an under-researched area by pragmatists.

RESEARCH OBJECTIVES AND HYPOTHESES
To systematically investigate the research problem, the study is guided by the following five objectives; first and foremost, to investigate whether Kenyan AIDS messages are skewed towards implicitness or explicitness. Secondly, to assess to what extent do addressees comprehend AIDS messages and whether they incur any comprehension difficulties. Thirdly, to carry out an in-depth lexico-pragmatic analysis of processes involved in the comprehension of AIDS messages. Fourthly, to study various conceptualizations of AIDS from a figurative perspective, and identify the varieties of figurative language employed in the Kenyan HIV discourse. Fifthly, to examine ethno-cultural stereotypes inhibiting implementation of AIDS messages in Kenya. Derived from the cited objectives, we compute two hypotheses: one, to a great extent, ethno-linguistic stereotypes contribute to a retarded pace in behaviour change in Kenya by consistently nullifying the communicator's message. Two, Kenyan addressees incur a cognitive strain in processing figurative discourse used in AIDS slogans, hence impacting negatively on the fight against AIDS in Kenya.

METHODOLOGY
The research methodology merges qualitative and quantitative techniques for both data collection and data analysis procedures. As pertaining data collection, on one extreme, the primary data is obtained from mixed open and closed questionnaires distributed to a target population of sixty one (61) respondents. The purposively-sampled population is drawn from both high and low prevalence regions with thirty three (33) respondents selected from a high HIV prevalence region (28%), within Maseno division in Kisumu County of Nyanza province in Kenya and compared to another twenty eight (28) respondents from a low prevalence region (12%), within Eldoret town in Uasin Gishu County of Rift Valley province in Kenya. Using stratified random sampling for HIV negative respondents and snowball sampling for seropositive respondents, our respondents' sample comprised married couples and single persons drawn primarily from eight Kenyan ethnic communities namely: Kikuyu, Luo, Kalenjin, Kisii, Luhyia, Meru, Turkana and Maasai communities. On the other extreme, secondary data is obtained from a random sample of twenty one (21) AIDS campaign posters analyzed to establish whether communicators are skewed towards using explicit or implicit AIDS slogans. Quantitative techniques using descriptive statistics, such as measures of central tendencies computed with the assistance of MS Excel are used to complement the qualitative analysis.

RESEARCH FINDINGS
Research findings emerging from the analyzed data reveal, first and foremost that the African mental representations of AIDS subscribe to Rosch's (1978) principles of categorization by having a superordinate level, basic level and subordinate level, which depict inclusiveness and exclusiveness of conceptual categories. Moreover, the negative ethno-specific mental representations of AIDS contribute to its stigmatization. Secondly, using the Gricean maxim of brevity by adopting simple
syntactic and memorable constructions such as AIDS Kills enhances memorability of posters, as opposed AIDS posters having complex metaphorical expressions. Thirdly, based on experiences and perceptions of Kenyan respondents with various ailments, the study confirms the existence of disease-related implicatures and a system of ranking AIDS vis à vis other ailments such as Ebola, AIDS, syphilis, herpes, cholera, malaria and headache. The ailments are ranked differently depending on one's seropositive status from the most feared ailment to the least feared one. A case
in point is Eldoret town where HIV negative respondents ranked the diseases as follows: Ebola, AIDS, herpes, syphilis, cholera, malaria and headache. Whereas, HIV positive respondents subscribed to the following system: Ebola, AIDS, syphilis, herpes, cholera, malaria and headache. The ranking differences of ailments is attributed to the fact that HIV negative respondents associate herpes with AIDS, therefore closely ranking the two ailments whereas, HIV positive respondents do
not make the AIDS-herpes association hence ranking it in the fourth position.

RECOMMENDATIONS
From the research findings, it is recommended that behaviour change communicators should employ less complex conceptual metaphors in AIDS posters and their accompanying linguistic expressions. And whenever metaphors are used, then their pre-testing for comprehensibility among addressees is imperative, to narrow the margin of widespread miscomprehension of AIDS posters, by teaching prospective addressees of the communicator's intentions in using a particular metaphor for instance the SEX IS A GAME metaphor. The mentioned metaphor has been extensively used in Kenya for the past decade, yet behaviour change communicators are unaware that Kenyan addressees find the metaphor difficult to understand. Also more campaigns should be channeled towards sensitizing Kenyans on their culture-specific mental representations of AIDS which are synonymous to its stigmatization. Finally, more diachronic studies on comprehensibility of metaphors in AIDS campaigns should be undertaken in other regions of the world.

References:

KDHS (2003). Kenya Demographic Health Survey 2003 Preliminary Report. In NASCOP (2005)
Magonya, L. (2007).A relevance theoretical approach in analysing AIDS prevention messages. An unpublished DEA mémoire, University of Geneva.
NASCOP (2005). AIDS in Kenya. Trends, Intervention and Impact. 7th Edition, Nairobi: Kenya Ministry of Health.
Rosch, E. (1978). “Principles of Categorization”. In Rosch, E. & Lloyd, B., (Eds) Cognition and
Categorization. New Jersey: Lawrence Erlbsum Associates. p. 27-46.

PhD Candidate:
Magonya Achieng' Lilian.
Foyer International, St. Justin.
15-17, Rue du Prieuré, CH 1202.
Geneva, Switzerland
Tel: 0041792999231.
Email: Mlachieng@yahoo.com
Kenyan Postal Address.
Magonya Achieng' Lilian.
P.O BOX 4721. Eldoret.
Kenya.

Supervisor:
Professor Jacques Moeschler.
Chairperson- Department of Linguistics.
University of Geneva
Faculty of Arts.
2, Rue de Candolle.
CH 1211, Geneva 4, Suisse.
Tel: 0041223797276.
Fax: 0041223797931
Email:jacques.moeschler@unige.ch
Website:http://www.unige/letters/linguistique/moeschler.

Local Partner/ Institution:
Contact Person/Academic Advisor.
Professor Peter M. Matu.
Maseno University- Kenya.
Department of Linguistics, Languages and Literature.
P.O BOX 333, Maseno- Kenya.
Email: mainamatu@yahoo.com
Tel: 00254724515505.


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		Programme de bourses "Jeunes Chercheurs" A PRAGMATIC ANALYSIS OF FIGURATIVE LANGUAGE IN HIV DISCOURSE IN KENYA. - A CASE STUDY OF ENGLISH AND KISWAHILI MESSAGES. BACKGROUND The present linguistic endeavour is a pragmatic analysis of figurative language used in HIV discourse in Kenya with specific reference to Kiswahili and English AIDS posters. Banking on the linguistic status of English and Kiswahili, the official and national languages of Kenya respectively, behaviour change communicators capitalize on the two languages in sensitizing the wider multilingual Kenyan community on HIV and AIDS. From the foregoing, chances of misunderstanding culturally unfamiliar metaphors in English and Kiswahili AIDS posters are high, since Kenya comprises approximately forty two (42) mutually unintelligible speech communities. Having such a background in mind, our research is designed to undertake a pragmatic analysis of figurative language employed in the Kenyan AIDS-related discourse. Taking cognizance of the diversity in figurative language, the research is particularly keen on metaphors, irony, similes, and metonymy in AIDS posters. In addition to this, an examination of lexico-pragmatic processes operating in the syntax of Kenyan AIDS messages is undertaken. CONCEPTUAL FRAMEWORK AND STATEMENT OF THE PROBLEM From a cognitivist viewpoint, the conceptual framework guiding the study invites a wealth of ideas from the Relevance Theory (RT), Blending Theory (BT) and Idealized Cognitive Models (ICM), aimed at finding scholarly answers to a research problem seeking to establish whether Kenyans of dissimilar socio-cultural and educational backgrounds, homogeneously comprehend AIDS messages coined in English and Kiswahili languages. From the aforementioned problem, the justification for undertaking this linguistic endeavour stems from insightful recommendations brought forth by two Kenyan AIDS affiliated organizations under the auspices of the Kenya Demographic Health Survey (KDHS) and the National AIDS and Sexually Transmitted Diseases Program in Kenya (NASCOP), (cf KDHS, 2003 and NASCOP, 2005), which strongly lobbied for more explicit AIDS related messages in sensitizing the Kenyan population on HIV and AIDS. This verdict was passed following cases of miscomprehension of AIDS messages amongst Kenyans, a case in point being the A-Abstinence, B- Be faithful, C-Use condoms (ABC) slogan (cf. Magonya, 2007). Moreover, from a cognitive linguistics viewpoint, there is a conspicuous absence of pragmatic research in the area, yet the scholarly input of epidemiologists, feminists, literary scholars and anthropologists is overwhelming. In an attempt to fill this lacuna, the present study aspires to generate scholarly insights in an under-researched area by pragmatists. RESEARCH OBJECTIVES AND HYPOTHESES To systematically investigate the research problem, the study is guided by the following five objectives; first and foremost, to investigate whether Kenyan AIDS messages are skewed towards implicitness or explicitness. Secondly, to assess to what extent do addressees comprehend AIDS messages and whether they incur any comprehension difficulties. Thirdly, to carry out an in-depth lexico-pragmatic analysis of processes involved in the comprehension of AIDS messages. Fourthly, to study various conceptualizations of AIDS from a figurative perspective, and identify the varieties of figurative language employed in the Kenyan HIV discourse. Fifthly, to examine ethno-cultural stereotypes inhibiting implementation of AIDS messages in Kenya. Derived from the cited objectives, we compute two hypotheses: one, to a great extent, ethno-linguistic stereotypes contribute to a retarded pace in behaviour change in Kenya by consistently nullifying the communicator's message. Two, Kenyan addressees incur a cognitive strain in processing figurative discourse used in AIDS slogans, hence impacting negatively on the fight against AIDS in Kenya. METHODOLOGY The research methodology merges qualitative and quantitative techniques for both data collection and data analysis procedures. As pertaining data collection, on one extreme, the primary data is obtained from mixed open and closed questionnaires distributed to a target population of sixty one (61) respondents. The purposively-sampled population is drawn from both high and low prevalence regions with thirty three (33) respondents selected from a high HIV prevalence region (28%), within Maseno division in Kisumu County of Nyanza province in Kenya and compared to another twenty eight (28) respondents from a low prevalence region (12%), within Eldoret town in Uasin Gishu County of Rift Valley province in Kenya. Using stratified random sampling for HIV negative respondents and snowball sampling for seropositive respondents, our respondents' sample comprised married couples and single persons drawn primarily from eight Kenyan ethnic communities namely: Kikuyu, Luo, Kalenjin, Kisii, Luhyia, Meru, Turkana and Maasai communities. On the other extreme, secondary data is obtained from a random sample of twenty one (21) AIDS campaign posters analyzed to establish whether communicators are skewed towards using explicit or implicit AIDS slogans. Quantitative techniques using descriptive statistics, such as measures of central tendencies computed with the assistance of MS Excel are used to complement the qualitative analysis. RESEARCH FINDINGS Research findings emerging from the analyzed data reveal, first and foremost that the African mental representations of AIDS subscribe to Rosch's (1978) principles of categorization by having a superordinate level, basic level and subordinate level, which depict inclusiveness and exclusiveness of conceptual categories. Moreover, the negative ethno-specific mental representations of AIDS contribute to its stigmatization. Secondly, using the Gricean maxim of brevity by adopting simple syntactic and memorable constructions such as AIDS Kills enhances memorability of posters, as opposed AIDS posters having complex metaphorical expressions. Thirdly, based on experiences and perceptions of Kenyan respondents with various ailments, the study confirms the existence of disease-related implicatures and a system of ranking AIDS vis à vis other ailments such as Ebola, AIDS, syphilis, herpes, cholera, malaria and headache. The ailments are ranked differently depending on one's seropositive status from the most feared ailment to the least feared one. A case in point is Eldoret town where HIV negative respondents ranked the diseases as follows: Ebola, AIDS, herpes, syphilis, cholera, malaria and headache. Whereas, HIV positive respondents subscribed to the following system: Ebola, AIDS, syphilis, herpes, cholera, malaria and headache. The ranking differences of ailments is attributed to the fact that HIV negative respondents associate herpes with AIDS, therefore closely ranking the two ailments whereas, HIV positive respondents do not make the AIDS-herpes association hence ranking it in the fourth position. RECOMMENDATIONS From the research findings, it is recommended that behaviour change communicators should employ less complex conceptual metaphors in AIDS posters and their accompanying linguistic expressions. And whenever metaphors are used, then their pre-testing for comprehensibility among addressees is imperative, to narrow the margin of widespread miscomprehension of AIDS posters, by teaching prospective addressees of the communicator's intentions in using a particular metaphor for instance the SEX IS A GAME metaphor. The mentioned metaphor has been extensively used in Kenya for the past decade, yet behaviour change communicators are unaware that Kenyan addressees find the metaphor difficult to understand. Also more campaigns should be channeled towards sensitizing Kenyans on their culture-specific mental representations of AIDS which are synonymous to its stigmatization. Finally, more diachronic studies on comprehensibility of metaphors in AIDS campaigns should be undertaken in other regions of the world. References: KDHS (2003). Kenya Demographic Health Survey 2003 Preliminary Report. In NASCOP (2005) Magonya, L. (2007).A relevance theoretical approach in analysing AIDS prevention messages. An unpublished DEA mémoire, University of Geneva. NASCOP (2005). AIDS in Kenya. Trends, Intervention and Impact. 7th Edition, Nairobi: Kenya Ministry of Health. Rosch, E. (1978). “Principles of Categorization”. In Rosch, E. & Lloyd, B., (Eds) Cognition and Categorization. New Jersey: Lawrence Erlbsum Associates. p. 27-46. PhD Candidate: Magonya Achieng' Lilian. Foyer International, St. Justin. 15-17, Rue du Prieuré, CH 1202. Geneva, Switzerland Tel: 0041792999231. Email: Mlachieng@yahoo.com Kenyan Postal Address. Magonya Achieng' Lilian. P.O BOX 4721. Eldoret. Kenya. Supervisor: Professor Jacques Moeschler. Chairperson- Department of Linguistics. University of Geneva Faculty of Arts. 2, Rue de Candolle. CH 1211, Geneva 4, Suisse. Tel: 0041223797276. Fax: 0041223797931 Email:jacques.moeschler@unige.ch Website:http://www.unige/letters/linguistique/moeschler. Local Partner/ Institution: Contact Person/Academic Advisor. Professor Peter M. Matu. Maseno University- Kenya. Department of Linguistics, Languages and Literature. P.O BOX 333, Maseno- Kenya. Email: mainamatu@yahoo.com Tel: 00254724515505.