Investigating Euphemism Usage by Different Social Groups among Swahili Speakers: A Comparative Analysis.

Charles, Lazaro (2023) Investigating Euphemism Usage by Different Social Groups among Swahili Speakers: A Comparative Analysis. Doctoral thesis, The Open University of Tanzania.

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Abstract

The previous studies compared euphemism usage by social groups using only one taboo subject. This confined the possibility of drawing reliable conclusions on the general use of these expressions. The current study used 22 taboo subjects to identifyeuphemisms used by Swahili speakers, strategies employed by Swahili speakers in creating euphemisms,compare euphemism usage between male and female Swahili speakers, and between graduate and non-graduate Swahili speakers. The study was guided by Brown and Levinson’s Politeness theory. The study used a descriptive design, in which a questionnaire was used to collect data in Unguja Urban District from 384 respondents selected purposefully. The data obtained were analysed qualitatively and quantitatively. The study found that Swahili speakers are conscious of various taboo themes and use a variety of strategies to form euphemisms to talk about those themes decently. The strategies used were metaphors, metonyms, implications, understatement, reversals, abbreviation, slang, and processes like particularization and circumlocution. The study further established that differences in sex and level of education do not influence the use of euphemisms in this speech community. The significant difference observed in a few themes might have occurred by chance. These findings show thatall compared groups used euphemisms, as a politeness strategy to tone down rude and undesirable expressions. Since the users of this language, especially the studied groups, use euphemistic expressions at almost identical levels, they can somehow relax when using these expressions to ensure effective communication. Generally, speakers of this language should avoid explicit mention of taboo subjects in order to attain effective communication and politeness.

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