Ubunifu wa Kiisimu katika Sajili ya Uchuuzi: Mfano wa Ubadilishaji Msimbo Jijini Kisumu na Mjini Kakamega

Abstract

SWAHILI

Makala hii ilichunguza ubunifu wa kiisimu uliotumiwa na wachuuzi jijini Kisumu na mjini Kakamega, hususan ubadilishaji wa msimbo na chanzo chake katika kuwasiliana na wateja wao. Wachuuzi hutumia lugha kwa ubunifu kama mkakati wa kuwavutia na kuwachochea wateja kununua bidhaa zao. Kazi hii ililenga kuchunguza jinsi ubunifu wa kiisimu ulivyotumiwa na wachuuzi katika shughuli zao za kila siku. Utafiti huu uliongozwa na nadharia ya Umitindo iliyoasisiwa na Leech (1969). Mkabala wa kithamano ulitumika katika utafiti huu. Watafitiwa walijumuisha wachuuzi katika jiji la Kisumu na mji wa Kakamega. Idadi lengwa ilijumuisha wachuuzi 11,000 katika jiji la Kisumu na mji wa Kakamega. Jiji la Kisumu na mji wa Kakamega viliteuliwa kimaksudi. Hata hivyo, usampulishaji wa kinujumu ulitumika kuwashirikisha wachuuzi katika shughuli mbalimbali za uchunguzi. Sampuli ilijumuisha wachuuzi 272, ambapo 147 walitoka jijini Kisumu na 125 mjini Kakamega. Data zilikusanywa kwa njia ya uchunzaji na mahojiano yaliyowashirikisha wachuuzi katika miktadha ya biashara zao. Vifaa vilivyotumiwa katika ukusanyaji wa data vilijumuisha mwongozo wa uchunguzi, mwongozo wa mahojiano, kinasa sauti na simu ya kisasa. Data ilichanganuliwa kwa mkabala wa kithamano na kuwasilishwa kwa njia ya majedwali na kufafanuliwa kimaelezo. Matokeo yameonyesha aina tatu za ubadilishaji msimbo: Ubadilishaji msimbo katika ngazi ya mofu, ubadilishaji msimbo katika ngazi ya neno na ubadilishaji msimbo wa maneno katika sentensi. Imethibitika kwamba baadhi ya sababu za ubadilishaji msimbo ni ukosefu wa istilahi faafu, matumizi ya misimu, kusisitiza jambo, kutia chumvi, mkakati wa upole na heshima, kuharakisha mawasiliano, haja ya kupatanisha misimbo miwili pamoja na mazoea. Utafiti huu umeonyesha umuhimu wa ubadilishaji msimbo kama mbinu bunifu inayotumiwa na wachuuzi katika kufanikisha biashara zao.

ENGLISH

This study aimed to conduct a linguistic analysis of the language used by hawkers in Kisumu City and Kakamega Town, specifically code-switching and the reasons for its use in communication. Hawkers use language creatively as a strategy of enticing buyers to buy their goods. This work aimed to study the linguistic analysis used by hawkers in their day-to-day activities. The study was guided by Stylistics Theory as advanced by Leech (1969). A descriptive research design was employed. The target population comprised hawkers in Kisumu City and Kakamega Town, with an estimated population of 11,000 small-scale traders. The study selected Kisumu City and Kakamega Town through purposive sampling. The study sample included 132 hawkers: 68 from Kisumu City and 64 from Kakamega Town. However, the study used inclusive sampling to involve hawkers in various observation activities. The study collected data through observations and interviews with hawkers and their customers during face-to-face interactions in their business settings. The data collection instruments included an observation guide, an interview guide, an audio recorder and a smartphone. After transcription, the data were analysed quantitatively and presented in tables and descriptive explanations. The findings revealed three types of code switching: morpheme-level code switching, word-level code switching, and sentence-level code switchings.  Hawkers used code switching due tthey lacked appropriate words for communication, to use slang words, for emphasis, for exaggeration, for etiquette reasons, for quicker communication, to use two different codes, and because they were used to code switchingg. This study highlights the importance of code switching as a creative strategy hawkers use to grow their businesses.

Keywords: Business, Code-Switching, Linguistic creativity, Street vending, Vendors