Youth Perceptions of a Television Edutainment Program in Maintaining Standard Swahili in Tanzania

Article Sidebar

PDF
Published: Dec 8, 2025
DOI: https://doi.org/10.47577/tssj.v78i1.13347
Keywords:
Swahili, Language Maintenance, Edutainment, Media Influence, Youth Perceptions, Social Cognitive Theory, Tanzania

Main Article Content

Beatrice Rabachi
St. Augustine university of Tanzania
Kaanaeli Kaale
St. Augustine university of Tanzania
https://orcid.org/0000-0003-0428-4031
Peter C. Mataba
St. Augustine university of Tanzania

Abstract

Purpose: This study assessed the perceptions of youth in Mwanza City, Tanzania, regarding Star Television's Kamusi ya Mtaa program and its role in maintaining standard Swahili. The research sought to examine the program's content, analyze youth perceptions of its relevance, and evaluate its influence on their linguistic attitudes and practices.


Methodology A convergent parallel mixed-methods design was employed. Quantitative data were collected from 80 youth (aged 15-35) via structured questionnaires, while qualitative data were gathered through focus group discussions, in-depth interviews with Swahili teachers and media producers, and a documentary review of program episodes. Quantitative data were analyzed using descriptive statistics with SPSS, and qualitative data underwent thematic analysis.


Findings: The study revealed that Kamusi ya Mtaa primarily focuses on explaining street slang, reinforcing correct grammar, and promoting Swahili cultural identity. Youth perceived the program as highly educational and entertaining, with 81.3% reporting learning new Swahili words, 68.8% gaining confidence in using standard Swahili, and 60% consciously reducing their use of slang. The program was seen to reshape the prestige of standard Swahili, making it appear modern and desirable. However, limited digital accessibility and inconsistent broadcast schedules were identified as significant constraints to its reach and impact.


Unique Contribution to Theory, Policy, and Practice: The study empirically validates Social Cognitive Theory in a linguistic context, demonstrating how media serves as a modeling tool for language behavior. It contributes to policy by highlighting the underutilized potential of edutainment media as a complementary tool to formal language policy for national language promotion. For practice, it provides broadcasters and language institutions with evidence-based strategies for designing effective, youth-centric language content.

Downloads

Download data is not yet available.

Article Details

How to Cite
Beatrice Rabachi, Kaanaeli Kaale, & Peter C. Mataba. (2025). Youth Perceptions of a Television Edutainment Program in Maintaining Standard Swahili in Tanzania. Technium Social Sciences Journal, 78(1), 98–105. https://doi.org/10.47577/tssj.v78i1.13347
Issue
Vol. 78 (2025): A new decade for social changes
Section
Communication Sciences
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author Biographies

Beatrice Rabachi, St. Augustine university of Tanzania

Beatrice Rabachi is a dedicated media professional and emerging scholar whose career in the radio broadcasting industry spans over two decades. As an accomplished broadcaster, she has consistently used her platform to foreground issues of significance, particularly those pertaining to gender, cultural identity, and social transformation. Beatrice’s longstanding commitment to radio broadcasting has established her as a respected advocate for inclusivity, amplifying the voices of marginalised communities and fostering dialogues that challenge prevailing societal norms.

Having recently completed her master’s degree, Beatrice continues to integrate her extensive professional experience with rigorous academic enquiry. Her research, entitled “Assessment of Mwanza City Youth’s Perception on Star Television’s Kamusi ya Mtaa Programme in Maintaining Standard Swahili Language,” reflects a profound interest in language, culture, and the influence of media. Through this scholarly endeavour, she investigates how young people interpret and respond to media-driven linguistic trends, with particular emphasis on television's role in shaping linguistic standards and cultural identity. Her research not only contributes to the preservation and promotion of the Swahili language but also illuminates the broader impact of media on youth culture and communication.

This academic pursuit demonstrates Beatrice’s evolution from a seasoned broadcaster to a research-oriented advocate for cultural and linguistic integrity. Her unique ability to bridge practical field experience with scholarly research significantly enhances her professional profile and deepens her contribution to media development, cultural preservation, and gender advocacy. As she progresses in her academic journey, Beatrice remains steadfast in her commitment to leveraging both research and media practice to inspire positive social change and elevate public understanding within her community and beyond.

Kaanaeli Kaale, St. Augustine university of Tanzania

Dr. Kaanaeli Bariki Kaale is a distinguished senior lecturer in the Department of Mass Communication in the School of Communication Studies at the St. Augustine University of Tanzania, where she combines academic rigour with a deep commitment to societal transformation. Holding a PhD in Media and Communication, she specialises in communications for development, media ethics, media freedom, and the study of media’s role in social and cultural dynamics. Her expertise also extends to political communications, multimedia, media ethics, gender, and visual communication. Dr. Kaale is recognised for her innovative research approach: exploring how media can be harnessed as a tool for positive change, advocating for ethical journalism, amplifying marginalised voices, and promoting democratic engagement across diverse communities. She has published numerous articles and delivered keynote speeches that inspire both students and colleagues to pursue the media’s power responsibly and creatively. Beyond the lecture theatre, Dr Kaale serves as a mentor to emerging scholars, fostering the next generation of media professionals who will champion transparency, inclusivity, and sustainable development. Her work is grounded in a vision of communication that empowers, connects, and elevates voices across Tanzania and beyond.  She believes that clear verbal language is vital for effective human and mass communication. Clear language serves as a powerful tool that fosters understanding, minimises misunderstandings, and enables people to connect and share ideas confidently with society.

Peter C. Mataba, St. Augustine university of Tanzania

Dr Peter Mataba is a Senior Lecturer and Dean of the School of Communication Studies at St Augustine University of Tanzania (SAUT), specialising in journalism and communication. With over a decade of experience in teaching communication and media studies, he possesses expertise in research methods, conflict resolution, crisis management, and media ethics. His research and publications frequently appear in academic journals, including those affiliated with the East African Nature and Science Organisation (EANSO), demonstrating his commitment to advancing knowledge within his field. Dr Mataba has been a role model to both his students and journalists, renowned for his dedication and his emphasis on ethical and responsible journalism that upholds national values and integrity.

Crossref
Scopus
Google Scholar
Europe PMC

Similar Articles

1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.