Date of Award
1-1-2024
Document Type
Thesis
Degree Name
M.A. in Modern Languages
First Advisor
Tamara Warhol
Second Advisor
Daniel Valle
Third Advisor
Stephen Fafulas
Relational Format
dissertation/thesis
Abstract
Virtual platforms such as Instagram are not only characterized by massive collaboration, sharing, and access to information but also by multilingual exchanges. For example, Tanzanian social media users choose to disseminate or publish information online using different languages present in their linguistic repertoires. This study explores multilingualism in social media (Instagram) within the Tanzanian context, as well as address the statuses of Swahili, English, Swanglish/Kiswanglish, Community Languages (CLs) and Foreign Languages (FLs) on social media. Specifically, the research investigated two overarching questions: What are the factors influencing language choices among Tanzanian Instagram users? and is there an association between content of social media posts and choice of language among Tanzania Instagram users? The study addressed the above questions through the qualitative corpus-based study of 400 Instagram posts collected from 40 Tanzanian users that was supplemented by techno-biographical interviews of five Tanzanian Instagram users recruited through a free publicity method. Findings from techno-biographic interviews suggests perceived or intended audience, content of social media post, creating or maintaining a certain social media brand image, perception of convenience and accessibility of language in certain areas, the original language of the social media post and the relationship between the interlocutors as vital factors that influence language choices among Tanzanian Instagram users. Moreover, results from Corpus of Instagram Posts implicate a possible content area and language preference pattern. For instance, posts pertaining to social issues & activism, science, current affairs, entertainment & pop culture, politics and religion were mostly captioned in Swahili, while posts regarding lifestyle & leisure, professional & business and personal connections were predominantly written in English. Overall, this study contributes to understanding the computer-mediated communication landscape of Tanzania within the lenses of Instagram.
Recommended Citation
Ulomy, Carolyne Saria, "Tanzanian Cyberscape: Exploring Language Preference Patterns Among Instagram Users" (2024). Electronic Theses and Dissertations. 2888.
https://egrove.olemiss.edu/etd/2888