Maana Kisemiotiki Na Kipragmatiki Za Ujumbe Katika Mabango Ya Afya

Abstract

SWAHILI

Makala hii inalenga kuchanganua maana kisemiotiki na kipragmatiki ya jumbe kwenye mabango ya afya. Licha ya matumizi yake katika mawasiliano ya umma, bado kuna changamoto katika uelewa wa kina wa jinsi maana zinavyoundwa na kufasiriwa. Utafiti ulichunguza kwa kina miundo ya ishara inayotumika kwenye mabango ya afya na mchango wa muktadha katika uundaji wa maana. Mabango yalitokana na vituo vya afya vya kiwango cha pili vya serikali. Utafiti huu uliongozwa na Nadharia ya Uhusiano iliyoasisiwa na Sperber na Wilson (1986) na kuendelezwa na Clark (1996) pamoja na Nadharia ya Semiotiki iliyoasisiwa na Saussure (1916) na kuendelezwa na Peirce (1931-1958). Nadharia ya Uhusiano ilitumika kueleza jinsi maana zilivyofasiriwa kwa kuzingatia muktadha, huku nadharia ya semiotiki ikitumika kuchanganua ishara. Muundo wa utafiti ulikuwa wa kiuchanganuzi kwa kutumia data za kithamano. Usampulishaji ulikuwa kimakusudi kwa mabango yaliyoandikwa kwa Kiswahili katika vituo hivyo. Data zilikusanywa kwa usomaji wa kina wa nyaraka na mabango, na kuchanganuliwa kwa mbinu ya uchambuzi wa yaliyomo. Matokeo yalionyesha kuwa rangi zilitumika kisemiotiki kuwasilisha taarifa mbalimbali, huku picha zikiimarisha ujumbe. Kipragmatiki, maana ya ujumbe ilitegemea muktadha. Msamiati ulipata maana mpya kulingana na muktadha wa matumizi. Rangi na picha vilitumika kimakusudi kuimarisha maana ya jumbe. Utafiti unahitimisha kwamba wabunifu wa mabango wanapaswa kutumia rangi na ishara wakizingatia maana yake kisemiotiki na kitamaduni. Matokeo yanatarajiwa kuwasaidia wabunifu wa mabango ya afya na wataalamu wa mawasiliano kuimarisha sera na mipango ya afya ya umma.

ENGLISH

The aim of this article is to analyse the semiotic and pragmatic meanings of messages on health posters. Despite the use of health posters in public communication, there are still challenges in understanding in depth how their meanings are constructed and interpreted. This study aimed to examine in detail the structures of signs used on health posters and the role of context in creating meaning. These posters were found in level two government health facilities. This study was guided by the Relevance Theory established by Sperber and Wilson (1986) and developed by Clark (1996), as well as the Semiotic Theory established by Ferdinand de Saussure (1916) and developed by Charles Sanders Peirce (1931-1958). The Relevance Theory was used to explain how meanings are interpreted in context, while the semiotic theory was used to analyse signs. This study adopted a descriptive-analytical design, evaluating quantitative data described in a descriptive manner. The study area is academic. The target group is health posters written in Swahili and found in level two government health facilities. Purposive sampling was used. Data was collected through in-depth reading of various documents and health posters, and analysed through content analysis. The study revealed that colours were used semiotically to convey various types of information. Images were used to enhance messages. Pragmatically, messages on the posters acquired meaning depending on the context. The study concluded that colours and images were used intentionally to enhance the meaning of the messages. Vocabulary used in the poster messages acquired new meanings depending on the context of use. The study recommends that poster designers use colours and symbols, while paying attention to their semiotic and cultural meanings. The results of this study are expected to help health poster designers and health communication professionals strengthen public health policies and programs.

Keywords: Colors, health posters, images, pragmatics, semiotics