What is it about?
Abstract Previous research on address forms has largely focused on the effect of sociolinguistic variables on address practices. Yet, to the best of the authors’ knowledge, no study has investigated this phenomenon from a semio-cultural conceptualization perspective within the Kenyan context. Thus, the current study aims to fill this gap by exploring how address forms and self-reference terms in Kenya are culturally conceptualized. The data for this study were drawn from three popular Kenyan TV dramas: Vioja Mahakamani, The Real Housewives of Kawangware, and Selina. The episodes were viewed multiple times, and instances of address forms and self-reference terms were identified and analyzed. The findings indicate that these linguistic forms are deeply entrenched in Kenyan culture and reflect semio-cultural conceptualizations such as cultural schemas, emotion schemas, and cultural categories. These conceptualizations, in turn, express aspects of gender identity, age-related norms, and social status. The study underscores the value of a semio-cultural conceptualization approach in understanding the complex interplay between language and culture. It also recommends that future research continue exploring the linguistic expressions of cultural practices in Kenya and other sociocultural settings. Keywords: Address forms, self-reference terms, honorifics, semio-cultural conceptualizations, Kenya
Why is it important?
3.3. Analytical Framework The present study employs the Semio-Cultural Conceptualization Framework (Keshavarz and Noshadi 2023) to explore the cultural meanings underlying address forms and self-reference terms in Kenya. This framework integrates two core perspectives: cultural conceptualizations (e.g., schemas, metaphors, and categories) and semiotics (signs, objects, and interpretants), allowing for a more holistic interpretation of language use within different cultural contexts. Unlike purely linguistic or cultural approaches, this framework highlights how cultural conceptualizations are encoded in language and interpreted through shared symbols. Cultural phenomena are viewed not as isolated acts, but as meaningful behaviors constructed and understood within a semiotic system.