Papers by Jackton Midigo
African Multidisciplinary Journal of Research (AMJR), 2025
This study focuses on how information disorder on Facebook affects sociocultural sustainability. ... more This study focuses on how information disorder on Facebook affects sociocultural sustainability. Sustainable development comprises the economic, environmental, and social domains. Several researchers have focused on financial and ecological growth, while the sociocultural sphere concerned with language and communication in a digital space remains unnoticed. Human interaction is essential in sustainable development. Therefore, language as a shared means of communication is worth paying attention to. Information disorder as discussed in this paper includes misinformation, disinformation, and mal-information. Facebook, is one of the largest social media platforms which plays a pivotal role in disseminating information. This makes it susceptible to the spread of information disorder and its potential consequences on sociocultural sustainability. Through an interdisciplinary approach drawing from language, communication, and technology, this study investigates two main questions: How do information disorders spread on Facebook? Moreover, what impact does exposure to information disorder have on sociocultural sustainability? A descriptive research design entailing qualitative and quantitative approaches was used in data collection and analysis. Qualitative data was collected using unstructured interviews in four sessions, which lasted 10 minutes using an interview guide. On the other hand, quantitative data was collected using questionnaires with structured questions. 50 informants were purposively sampled from Roysambu Sub-County in Nairobi County. This sample size is intended to supplement the highlighted gaps from the literature reviewed for generalization. The developmental-sociocultural theory is adopted as an analytical tool, using its cultural beliefs and social cohesion tenets. The findings reveal that Facebook users, especially young adults, are increasingly exposed to information disorder, which distorts societal norms and values. These findings may provide insight for policymakers on social media platforms and communities to develop robust strategies to combat information disorder and promote a more sustainable sociocultural environment in this digital age.
INTERNATIONAL JOURNAL OF INNOVATIVE RESEARCH & DEVELOPMENT, 2024
The choice of a language for communication influences people's behavior by convincing them to bel... more The choice of a language for communication influences people's behavior by convincing them to believe in the idea represented. Zhiganova (2016) posits that a code choice in an advertisement must be emotive and use persuasive techniques. This persuasive technique in television advertisements influences viewers through an appeal to their emotions in order to manipulate their views on the products being advertised. Advertisement is a form of communication that persuades and encourages people to take a particular action. Dyer (1982) describes advertisement as a type of communication because it can merge itself in the field of communication to influence people's decisions, thoughts and feelings. Basically, communication in advertisement is an activity that expresses ideas and feelings by giving some information about the advertised product through interaction with language (Leiss et al., 2013). Language, therefore, as examined in Sapir (2006), plays a vital role in any form of communication. For this reason, language communicates ideas, emotions, and desires through a system of voluntarily produced symbols. This is supported by Diyer (1982), who claims that people communicate by conveying information to influence others through various modes. This paper explores how visual, linguistic, and auditory elements are orchestrated to influence consumer behavior and attitudes towards Royco mchuzi mix product. Notably, advertisers communicate to consumers with the intention of persuading them to like their products using modes of signification. Hence, there is a relationship between advertisement and communication. Firms producing goods cannot advertise without communicating. This fact is supported by Kokemuller (2014), who argues that the relationships between advertisement and communication are in the consumers, message development, method of communication and the service offered. Communication in television advertisements shows that meaning is realized not only through language
International Journal of Science and Research Archive, 2024
In language and communication, multimodality refers to using various modes of signification to co... more In language and communication, multimodality refers to using various modes of signification to convey meaning. These modes transcend language to engage with audiences at multiple sensory levels. Over time, communication has evolved to reflect a paradigm shift towards a multimodal perspective. This leads to a complex interplay between different modes of shaping interpretations and constructing meaning in discourse, which has attracted little research. This paper explores the concept of multimodality as used in the television advertisement discourse of Raha premium maize meal, using the Multimodal Discourse Analysis Theory. The objective is to investigate how viewers interpret and perceive different modes of signification employed in the advertisement. A descriptive research design with a qualitative approach is used in the collection and analysis of data. The findings reveal that each mode of signification has a unique role, some of which television viewers hardly denote their meaning. Further, politics, religion, and culture influence the perception of some modes of signification used in the advertisement. We recommend that the advertisements be tailored with modes of signification that resonate with the expectations of television viewers. The findings of this paper are intended to enrich linguistic theory concerning the analysis of the representation of meaning in a text and perceptions of modes of signification used.
EPRA International Journal of Multidisciplinary Research (IJMR), 2024
Sheng, a hybrid language combining English, Swahili, and local dialects, is widely used among urb... more Sheng, a hybrid language combining English, Swahili, and local dialects, is widely used among urban youths, particularly school-going
students. This language serves as a means of identification, secrecy, and socialization, influencing the students' English grammar usage.
While numerous studies have explored the effect of Sheng on native and official languages as well as societal perceptions, there has been
limited research on its influence on the learning of English grammar in public secondary schools. Therefore, this paper focuses on the
contributing factors to the widespread use of Sheng and subsequent poor performance of English grammar, in public secondary schools
at Roysambu Sub-County in Nairobi County, Kenya. Universal Grammar Theory of Second Language Learning by Chomsky (1985) is
used as an analytical tool. The research aims to determine how the popularity of Sheng influences students' grammatical usage in
English, examine its effect on grammar performance, and evaluate its contribution to poor grammatical competence among learners in
public secondary schools. The findings reveal that school location and student’s social background lead to the spread of sheng in the
learning institution. This leads to a negative attitude towards English grammar hence poor performance. The findings hold significance
for the Ministry of Education and public secondary principals in identifying causes of the widespread use of Sheng in learning
institutions, leading to poor performance in English grammar. Additionally, the findings provide a foundation for future studies and
inform curriculum developers in devising strategies to address the prevalent usage of Sheng in learning institutions.
Eastern Africa Journal of Contemporary Research (EAJCR), 2024
This study examines plural morphemes in Dholuo nouns by investigating their number markers. Dholu... more This study examines plural morphemes in Dholuo nouns by investigating their number markers. Dholuo being an agglutinative language, some nouns can hardly be noticed to be broken down into multiple meaningful parts. It is then hard to predict their number marker patterns. Nouns in Dholuo can exist as bare roots without prefixes or suffixes. They can also exist as poly-morphemic words with suffixes hard to comprehend. Data for this paper constitutes Dholuo nouns which were collected from twenty Dholuo speakers purposively sampled from Suna East Sub-County in Migori County, Kenya. These were analyzed through descriptive research design, guided by the morphological theory. The findings show that plural morphemes in Dholuo nouns are irregular and number markers majorly forming plural morphemes are suffixes -e, -i and -ni. In compound nouns, number markers are formed through inflection of plural morphemes on the left base, right base or both and in some instances, there is no inflection. The inflection then makes Dholuo nouns vary in form in expressing grammatical contrast in number. The findings of this paper would be significant to syntacticians in contributing towards the ongoing attempts to describe aspects of languages in theoretical linguistics. The findings on Dholuo noun morphology can also help gain insight on how Dholuo how speakers conceptualize and categorize the world, revealing underlying cognitive processes.
INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCES (IJRISS), 2024
This study focuses on the ideologies that celebrities convey in television advertisement in Ken... more This study focuses on the ideologies that celebrities convey in television advertisement in Kenya. Celebrity endorsements have become pervasive mode of communication in advertising. The idea is intended to shape consumer perceptions on purchasing decisions. Assessing the effectiveness of existing regulatory frameworks in ensuring responsible portrayal of ideologies by celebrities in television advertisement, is crucial for promoting ethical advertising practices. The study therefore analyzes the modes of signification (visual and verbal cues) to uncover the underlying messages communicated through the portrayal of Lulu Hassan (news anchor) in the advertisement of Downy Lavender. By adopting a multimodal discourse analysis approach, the study investigates the linguistic and visual strategies employed to construct celebrity personas to convey specific ideologies. The study examines how the celebrity is depicted in the advertisement and the messages the celebrity endorses to influence consumer attitude and behavior. The findings reveal that the celebrity is represented in the television advertisement of Downy lavender, to highlight themes such as luxury, sophistication, freshness, and trustworthiness. These depicts the ideologies of gender norms, attitude towards luxury, beauty standards, social status and aspirations for advancement. These findings contribute to understanding the complex dynamics of advertising in Kenya’s media landscape, using celebrities. The findings are intended to provide valuable insights to advertisers on creating content for advertisement.
Key words: Advertising language, celebrities, modes of signification, multimodal discourse and advertisement discourse
JOURNAL OF ADVANCES IN LINGUISTICS
This paper focuses on functional heads existing in a Dholuo DP. The notion of functional heads in... more This paper focuses on functional heads existing in a Dholuo DP. The notion of functional heads in the extended Projection of the CP (Complementizer Phrase) has led to a new approach in the analysis of projections in syntactic theory. The objective was to identify the functional elements in the Dholuo DP, analyze the functional elements and explain their occurrence. The study used Government and Binding theory which enables us to analyze the functional heads. The study also used descriptive research design to analyze collected data. The data was collected from 40 informants aged 35 years to 50 years; which was a sample from population of Dholuo speakers living in Homa Bay County around Lake Victoria. Data collected had sentences with Dholuo DPs. The study found eleven elements commonly occurring in Dholuo DP. These elements form the structure of Dholuo DP and can be categorized as lexical and functional heads. The lexical elements identified in the Dholuo DPs are: Nouns, Adjectives, ...
Books by Jackton Midigo
LAMBERT ACADEMIC PUBLISHING, 2023
Reflex English book has been written based on experience gained on teaching English at both
dipl... more Reflex English book has been written based on experience gained on teaching English at both
diploma and degree level by the author. The book is rich in information necessary for
understanding English course work. It is very appropriate for diploma students as well as degree
students at year one and two. It pays special attention to concepts of English language; grammar
and the skills such as listening, speaking, reading and writing. It will enable learners acquire skills
necessary in equipping education students to be capable of handling secondary school students.
The author has tried to simplify and summarize notes under course outlines on units to be taken at
diploma level. This is to aid in reaching any information sort for conveniently. The book is very
much resourceful for teachers in teaching English language.
Thesis Chapters by Jackton Midigo
LAMBERT, 2023
The introduction of the notion of functional heads into the extended Projection of the CP (Comple... more The introduction of the notion of functional heads into the extended Projection of the CP (Complementizer Phrase) in generative grammar in 1980s led to a new approach to the analysis of projections in syntactic theory. Abney’s (1987) DP (Determiner Phrase) Hypothesis revolutionized
syntactic theory by proposing that the NP (Noun Phrase) is a complement of the D (Determiner), and therefore, D as a functional head is outside the NP. This study focused on lexical and functional heads within the Dholuo DP. In particular, it addressed the syntax of the Dholuo DP with a view to explaining the structure of the lexical and functional heads within the DP. In addition, the study described the elements which appeared in Dholuo DP. The research is significant to syntacticians doing research to contribute towards the ongoing attempts of sharpening syntactic theory
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Papers by Jackton Midigo
students. This language serves as a means of identification, secrecy, and socialization, influencing the students' English grammar usage.
While numerous studies have explored the effect of Sheng on native and official languages as well as societal perceptions, there has been
limited research on its influence on the learning of English grammar in public secondary schools. Therefore, this paper focuses on the
contributing factors to the widespread use of Sheng and subsequent poor performance of English grammar, in public secondary schools
at Roysambu Sub-County in Nairobi County, Kenya. Universal Grammar Theory of Second Language Learning by Chomsky (1985) is
used as an analytical tool. The research aims to determine how the popularity of Sheng influences students' grammatical usage in
English, examine its effect on grammar performance, and evaluate its contribution to poor grammatical competence among learners in
public secondary schools. The findings reveal that school location and student’s social background lead to the spread of sheng in the
learning institution. This leads to a negative attitude towards English grammar hence poor performance. The findings hold significance
for the Ministry of Education and public secondary principals in identifying causes of the widespread use of Sheng in learning
institutions, leading to poor performance in English grammar. Additionally, the findings provide a foundation for future studies and
inform curriculum developers in devising strategies to address the prevalent usage of Sheng in learning institutions.
Key words: Advertising language, celebrities, modes of signification, multimodal discourse and advertisement discourse
Books by Jackton Midigo
diploma and degree level by the author. The book is rich in information necessary for
understanding English course work. It is very appropriate for diploma students as well as degree
students at year one and two. It pays special attention to concepts of English language; grammar
and the skills such as listening, speaking, reading and writing. It will enable learners acquire skills
necessary in equipping education students to be capable of handling secondary school students.
The author has tried to simplify and summarize notes under course outlines on units to be taken at
diploma level. This is to aid in reaching any information sort for conveniently. The book is very
much resourceful for teachers in teaching English language.
Thesis Chapters by Jackton Midigo
syntactic theory by proposing that the NP (Noun Phrase) is a complement of the D (Determiner), and therefore, D as a functional head is outside the NP. This study focused on lexical and functional heads within the Dholuo DP. In particular, it addressed the syntax of the Dholuo DP with a view to explaining the structure of the lexical and functional heads within the DP. In addition, the study described the elements which appeared in Dholuo DP. The research is significant to syntacticians doing research to contribute towards the ongoing attempts of sharpening syntactic theory
students. This language serves as a means of identification, secrecy, and socialization, influencing the students' English grammar usage.
While numerous studies have explored the effect of Sheng on native and official languages as well as societal perceptions, there has been
limited research on its influence on the learning of English grammar in public secondary schools. Therefore, this paper focuses on the
contributing factors to the widespread use of Sheng and subsequent poor performance of English grammar, in public secondary schools
at Roysambu Sub-County in Nairobi County, Kenya. Universal Grammar Theory of Second Language Learning by Chomsky (1985) is
used as an analytical tool. The research aims to determine how the popularity of Sheng influences students' grammatical usage in
English, examine its effect on grammar performance, and evaluate its contribution to poor grammatical competence among learners in
public secondary schools. The findings reveal that school location and student’s social background lead to the spread of sheng in the
learning institution. This leads to a negative attitude towards English grammar hence poor performance. The findings hold significance
for the Ministry of Education and public secondary principals in identifying causes of the widespread use of Sheng in learning
institutions, leading to poor performance in English grammar. Additionally, the findings provide a foundation for future studies and
inform curriculum developers in devising strategies to address the prevalent usage of Sheng in learning institutions.
Key words: Advertising language, celebrities, modes of signification, multimodal discourse and advertisement discourse
diploma and degree level by the author. The book is rich in information necessary for
understanding English course work. It is very appropriate for diploma students as well as degree
students at year one and two. It pays special attention to concepts of English language; grammar
and the skills such as listening, speaking, reading and writing. It will enable learners acquire skills
necessary in equipping education students to be capable of handling secondary school students.
The author has tried to simplify and summarize notes under course outlines on units to be taken at
diploma level. This is to aid in reaching any information sort for conveniently. The book is very
much resourceful for teachers in teaching English language.
syntactic theory by proposing that the NP (Noun Phrase) is a complement of the D (Determiner), and therefore, D as a functional head is outside the NP. This study focused on lexical and functional heads within the Dholuo DP. In particular, it addressed the syntax of the Dholuo DP with a view to explaining the structure of the lexical and functional heads within the DP. In addition, the study described the elements which appeared in Dholuo DP. The research is significant to syntacticians doing research to contribute towards the ongoing attempts of sharpening syntactic theory