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Article published In: Pragmatics in African Contexts
[Pragmatics and Society 17:2] 2026
► pp. 245–267

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Address forms and self-reference practices in Kenya

A semio-cultural conceptualization perspective

ORCiD logo with link | Girne American University
 | Independent Researcher
Published online: 19 September 2025
DOI logo with link
https://doi.org/10.1075/ps.23091.kes
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.
Article outline
  • 1.Introduction
  • 2.Literature review
  • 3.Methodology
    • 3.1The data
    • 3.2Data preparation and organization
    • 3.3Analytical framework
    • 3.4Analytical procedure
  • 4.Results
    • 4.1Conceptualizing age schema through address forms (RQ1)
    • 4.2Conceptualization of gender roles as reflected in address forms and self-reference terms in Kenya
    • 4.3Conceptualization of social status through self-reference terms and address forms
    • 4.4Reflections of semio-cultural conceptualizations, such as symbolism, cultural categories, and emotion schemas, in address forms and self-reference terms in Kenyan culture
  • 5.Discussion
  • 6.Conclusion
  • References
References (48)
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