Effect of Language Policy on Relationship between Electronic Media and Kiswahili Growth among University Students in Kenya

Purpose: This paper traces the place of language policy employed by the Kenyan government and media in their strive to realize the growth of Kiswahili among the youth in Kenya, specifically university students studying journalism in Kenyan universities. The fundamental concerns that were on focus here were; Standardization, National and Official Language, Compulsory teaching in schools, Examinable Subject and the way these concerns have been used to improve Swahili language among the youth. Materials and Methods: The study used mixed method design. The tools used to collect data were questionnaire for quantitative data, interview schedule for key informants and interview guide for focus group discussions. These were to help to assess the effect of language policy employed by the government and the media organizations and if they influence the growth of Kiswahili. The study triangulated quantitative and qualitative data to give results shared in this paper. Spearman’s correlations and simple linear regression models were used to estimate the relationship between language policy and Kiswahili growth. ANOVA test was done to test the hypothesis and presented in tables. Qualitative data was analyzed thematically and narratives are provided under each section in verbatim. Findings: Findings revealed that Language policy employed by the government and the media has a direct influence on the growth of Kiswahili among the youth. Respondents agreed that standardization of Kiswahili has put it on the world map and also improved its use amongst students. This suggests that standardization of Kiswahili is deemed as effective in raising interest in Kiswahili. On the other hand elevation of Kiswahili to national and official status has increased the number of users and Kiswahili as a national and official language means increased use by electronic media. This demonstrates that nationalization of Kiswahili language is considered appropriate in stirring student’s interests in Kiswahili. Implications to Theory, Practice and Policy: Language policy and its uptake by the media has to some extend had a role in changing the youths’ attitudes towards Kiswahili language. Evidence indicated that much has been done by both government and the media in form of policies that have played a big role in promoting the language to greater heights. Social learning theory, Behaviorist Theory of Language Development and Cultivation theory informed this study. Evidence from media programmes indicated that much has been done by both television and radio to adhere to the policies put in place by the government that have played a big role in promoting the language. These policies include airing a bigger percentage of Swahili programmes at certain intervals and adhering to the standards of the language used. The study thus revealed that the language policy put in place by the government and taken by the media indeed have significant effect on the growth of Kiswahili among the youth.