What the study found
The study found that Kiswahili was the main language on religious signboards in Dar es Salaam, Tanzania, and that it functioned as a unifying language promoting inclusivity and national identity. English, by contrast, signaled prestige, elitism, and global belonging, while other languages such as Chinese and Arabic could limit access to information for some people.
Why the authors say this matters
The authors suggest that worshipscapes, meaning religious spaces viewed through their signs and visual communication, shape how religious information is accessed in multilingual urban settings. They conclude that studying these spaces offers new insight into how language and visual semiotics structure religious communication and visibility.
What the researchers tested
The researchers used a qualitative approach grounded in social semiotics and sociolinguistic theories. They collected field observations and photographs between 2024 and 2025 across four municipalities in Dar es Salaam, then purposively selected 97 signboards from Christian, Islamic, Bahá’í, and other religious institutions for analysis using multimodal social semiotic frameworks and content analysis.
What worked and what didn't
Kiswahili appeared to work best for making religious information accessible, according to the study. Semiotic features such as color, images of ministers, and references to digital platforms also helped shape religious competition and audience targeting. English, Chinese, and Arabic were associated with barriers for many Tanzanians, in the context described by the authors.
What to keep in mind
The abstract does not describe specific limitations beyond the study's focus on worshipscapes in Dar es Salaam. The findings are based on a purposive sample of 97 signboards from selected religious institutions and should be understood within that scope.
Key points
- Kiswahili was the dominant language on worshipscape signboards in Dar es Salaam.
- English was linked with prestige, elitism, and global belonging.
- Color, minister images, and digital platform references shaped religious communication and audience targeting.
- English, Chinese, and Arabic could create access barriers for many Tanzanians.
- The study analyzed 97 signboards from four municipalities using photography and qualitative content analysis.
Disclosure
- Research title:
- Kiswahili dominates religious signboards in Dar es Salaam
- Authors:
- Paschal Charles Mdukula
- Institutions:
- University of Dar es Salaam
- Publication date:
- 2026-01-27
- OpenAlex record:
- View
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