| dc.description.abstract | Posters have been used as one of the strategies of creating awareness of the AIDS pandemic among the university students in Kenya. Despite this, the pandemic has continued to be a challenge in these institutions. As a result, this research investigated the perception of the university students in Kenya on the use of Swahili language in the AIDS posters. This was to establish their level of understanding of these messages. The major characteristics of good posters is to communicate quickly and easily. This results from how language has been used to convey these messages. The objectives of this study were: to examine how the students interpret the messages found on AIDS posters; to evaluate the language styles used in these messages and lastly to analyse the challenges experienced by the students in understanding this messages. The research was guided by the stylistic theory (Leech & Short, 2007). The research dwelled on graphology, lexicon and semantics as levels of stylistic analysis. Leech and Shorts stylistic theory helped in evaluating the interpretations given by the youths concerning AIDS messages, analyzing the language styles and evaluating the challenges experienced by the youths in understanding the messages found on this posters. This study employed the mixed method design. Purposive sampling technique was used to sample out AIDS posters written in Swahili language. 15 posters were used. 6 posters were collected from Maseno University, 7 posters were collected from Masinde Muliro University of Science and Technology and 2 posters were collected Kakamega County Hospital. The posters were collected by photography method and were availed to the participants during the focus group discussions. On the other hand, simple random sampling technique was used to sample out the students who participated in this study. A total of 204 students, both of Maseno University and Masinde Muliro University of Science and Technology participated in this study. 106 students were from Maseno University and 98 students were from Masinde Muliro University of Science and Technology. Data was collected by use of observation method and focus group discussions. The data collected was analysed and presented through percentages, narration and photos of AIDS posters. The results of the research were discussed basing on the research questions. The focus groups were 10 from each university. The instruments used to collect the data were: the camera, sound recorder, observation check list and question guides for the focus group discussions. From the focus group discussions, it was discovered that messages on the AIDS posters had several meanings. The stylistic devices used in these messages contributed to the respondent‟s, failure to interpret the messages as intended. It was also discovered that this type of language was used in order to maintain respect. Either the research was able to expose the challenges experienced by the respondents in understanding these messages. The results of this research will show how the stylistic devices used in these AIDS messages have contributed in one way or another to the misinterpretation of the very messages, thus showing lack of understanding of the messages as intended. This study as a result will play a role in providing a solution to the challenges that affect the communication sector especially in the current situation of AIDS. Either the study will also depict the importance of Swahili as a national and official language in explaining and creating awareness of informing issues concerning AIDS to the university students and public at large | en_US |
