MITAZAMO YA WATUMIAJI WA BIDHAA JUU YA MATUMIZI YA LUGHA KATIKA VIFUNGASHIO VYA BIDHAA
DOI:
https://doi.org/10.63104/suj.v10.i2.135Keywords:
Mitazamo, Vifungashio, Bidhaa, Chakula, JamiiAbstract
Makala hii imechunguza mitazamo ya watumiaji wa bidhaa za chakula juu ya matumizi ya lugha za vifungashio vya bidhaa. Data za makala hii zimekusanywa kwa kutumia mbinu ya mahojiano. Sampuli ya utafiti huu ni watumiaji 30 wa bidhaa za chakula ambao wanaishi Wilaya ya Mjini kutoka maeneo tofauti. Nadharia ya Mielekeo ya Upangaji wa Lugha iliyoasisiwa na [20] ndio iliyotumika katika uchambuzi wa data za makala hii. Nadharia hii ina misingi mitatu ambayo yote imetumika kikamilifu katika uchambuzi wa data za utafiti huu. Misingi hiyo ni: Lugha kama tatizo, lugha kama haki na lugha kama rasilimali. Matokeo ya utafiti huu yameonesha kuwa watumiaji wa bidhaa za chakula Zanzibar wana mitazamo inayofanana na kutofautiana kulingana na hoja zao. Mitazamo hiyo ilijitokeza kama ifuatavyo: Kiswahili lazima kitumike katika vifungashio vya bidhaa, vifungashio vya bidhaa vitumie lugha ya Kiswahili na lugha za kigeni na mtazamo wa mwisho ni ule unaoamini kuwa lugha za kigeni hazipaswi kutumika katika vifungashio vya bidhaa zinazozalishwa Tanzania na kuuzwa Tanzania. Watumiaji wengi waliohojiwa wamekubaliana na mtazamo wa kuchanganya lugha ya Kiswahili na lugha za kigeni. Kutokana na matokeo haya makala hii inapendekeza kwa mamlaka husika ichukue hatua stahiki ili kuhakikisha vifungashio vya bidhaa vinachanganya lugha ya Kiswahili na lugha za kigeni hususan Kiingereza na Kiarabu. Hatua ambayo itasaidia kukidhi haja ya watumiaji walio wengi zaidi.
Downloads
References
Ababaker, E. A. (2013). Maendeleo ya lugha ya Kiswahili na athari zake kwa jamii ya Kiarabu: Mtazamo wa kilughawiya jamii. Tasnifu ya Uzamivu, Chuo Kikuu Huria cha Tanzania.
Abdallah, S. (2018). Matumizi ya lugha ya Kiswahili katika bidhaa za watoto: nchi Tanzania, yaliyokuwemo na yasiyokuwemo. Jarida la Mwanga, 2(2), 1–12. Katika https://journals.mu.ke/ index.php/mwl/article/ view/88.
Bianco, J. L. (2016). Language policy and planning. Multilingual matters. https://doi.org/10.21832/9781847692849-008.
Bourdieu, P. (1997). Language and Symbolic Power (J. B. Thompson, Ed.). Harvard University Press.
Charinsarn, A., & Wagner, U. (2020). What language should be displayed on product packaging? Journal of International Consumer Marketing, 33(5), 1–18. https://doi.org/10.1080/ 08961530.2020 .1741748
Chimerah, R. M. (1998). Kiswahili: Past, present and future horizons. Nairobi: Nairobi University Press.
Han-Chiang Ho, C., Lim Chiu, C., Jiang, D., Shen, J., & Xu, H. (2019). Influence of language of packaging labels on consumers’ buying preferences. Journal of Food Products Marketing. https://doi.org/ 10.1080/10454446.2019.1572562
Hornikx, J., & Starren, M. (2006). Linguistic landscapes and the representation of languages on product packaging. Journal of Applied Communication Research, 34(1), 95–112. https://doi.org/10.1080/ 00909880500420276
Hult, F. M., & Hornberger, N. H. (2016). Revisiting orientations in language planning: Problem, right, and resource as an analytical heuristic. Bilingual Review, 33(3), 30–49. [10] Institute of Export of America. (2022). International labeling guidelines: Language and Legal Compliance in Packaging. Retrieved from https://www.export.org.
Kiprotich, P. J. (2017). Nafasi ya lugha katika kukabiliana na changamoto za kijamii, kiuchumi na kisiasa Afrika. Jarida la UDSM.
Lodhi, A. Y. (1992). The role of Kiswahili in the context of Zanzibar. Paper presented at the international conference on history and culture of Zanzibar.
Maack, V. H., & Schwenk, J. (2016). Effects of multilingual product packaging on product attitude, perceived quality, and taste perceptions. In K. Diehl & C. Yoon (Eds.). Advances in advertising research (Vol. 6, pp. 351–363). Springer. https://doi.org/10. 1007/978-3-658-10558-7_27
Mwinyikombo, F. (2021). Athari za utandawazi kwa lugha asilia barani Afrika. Journal of African Languages and Literature, 13(2), 78–94.
Ofisi ya Taifa ya Takwimu. (2021). Takwimu za maendeleo ya jamii Tanzania Bara 2021. Dodoma: Ofisi ya Taifa ya Takwimu.
Ofisi ya Takwimu ya Taifa. (2024). Ripoti ya hali ya uchumi ya taifa 2024. Dodoma: Ofisi ya Takwimu ya Taifa.
Pattison, E. (2018, May 3). Why language is crucial to succeeding in new markets. Marketing Week. https://www.marketingweek. com
Powell, R. (2002). Language planning and the British Empire: Comparing Pakistan, Malaysia and Kenya. Current Issues in Language Planning, 3(3), 205–279. https://doi.org/10.1080/ 1466420020866 8041.
Rais, A. S., Onyango, J., & Mbaabu, I. (2022). Tathmini ya uamilifu wa kiswahili nchini Uganda. East African Journal of Swahili Studies, 5(1), 73–83. https://doi.org/10.37284/jammk.5.1. 641
Ruiz, R. (1984). Orientations in language planning. NABE Journal, 8(2), 15–34. https://doi.org/10.1080/08855072.1984.1066 8464.
Run, E. C. D., & Chin, S. F. (2006). Language use in packaging: The reaction of Malay and Chinese consumers in Malaysia. Sunway Academic Journal, 3, 133–145.
Shangkuan, S. (2022). Consumer culture and language preference in packaging: Evidence from East Asia. Journal of Marketing and Language, 29(1), 51–70.
Shitemi, N. (2011). Kubidhaisha lugha kama sarafu ya kiuchumi na kijamii. Mhadhara wa Uzinduzi wa Taaluma ya Kiswahili, Moi University.
Shohamy, E. (2006). Language policy: Hidden agendas and new approaches. Routledge.
Simkus, J. (2022). Cluster sampling: Definition, method and examples. Simply Psychology. https://www.simplypsychology.org/ cluster-sampling.html.
Thomas, L. (2023). Cluster sampling: A simple step-by-step guide with examples. Scribbr. https://www.scribbr.com/methodology/ cluster-sampling.
Tsuda, Y. (2008). English hegemony and English divide. China Media Research, 4(1), 97–103.
Whiteley, W. H. (1969). Swahili: The rise of a national language. Methuen & Co.
Zeng, J., & Yang, Y. (2024). English language hegemony: Retrospect and prospect. Humanities & Social Sciences Communications, 11(28). https://doi.org/10.1057/s41599-024- 02821-z
