Language Preferences in the Mass Media: A Case Study of Television Broadcasting in Nairobi, Kenya

Abstract

The purpose of this study was to survey the use of language in the mass media with a view to understanding the language preferences and attitudes by respec- tive TV stations and audiences. Unlike radio broadcasting, English and Kiswahili are the only two languages used for public television broadcasting in Kenya. En- glish is the country's official language mainly acquired through formal learning. On the contrary, Kiswahili is the country's national language acquired through social learning. Kiswahili is perceived to have the potential of linking people of different status and ethnic backgrounds in the country. The use of language for effective as well as social political and economic devel- opment is crucial. Thus by the use of descriptive survey the researcher attempted to establish what language was preferred for television broadcasting and why. To solicit data from the receivers a survey questionnaire was administered to a se- lected Nairobi audience. Through interviews with the concerned personnel views of the sources were captured. The study established that English was the preferred language by both the audi- ence and the media houses. The two main reasons for English preferences that emerged were: demand by the audience and the low cost of production of the imported programmes. In addition, Kiswahili was largely viewed as inferior and deficient in transmitting technical information. However, the majority of the re- spondents agreed that Kiswahili was capable of cultivating a national culture and unity among Kenyans.