Metaphor and Health Communication: Use of Metaphor in HIV and AIDS Discourse

Abstract

Language plays a fundamental role in combatting HIV and AIDS. In Kenya, English and Kiswahili are used as the languages of communication in HIV and AIDS related issues. The literacy rate in Kenya stands at 87.4% but research has indicated that only 17% of the population speak and use English effectively while, 65% speak and understand Kiswahili. The use of Kiswahili in health communication cannot be underscored given the fact that majority of the Kenyan population can understand and interpret Kiswahili messages received in a communication string. The fight on HIV and AIDS includes use of songs and poetry. A number of Kenyan artists have invented ways of fighting this scourge in their use of music and this entails use of metaphor in their songs. One such musician is Jackoniah Oyoo who employs metaphor in his song Merimela. Human beings use metaphor to make sense of reality. Metaphor is defined as understanding and experiencing one kind of thing in terms of another. In this scenario, a concrete or clearly organized source domain, being more clearly related to physical and bodily experience, is used to talk about a more abstract and less clearly structured target domain. Metaphorical conceptualization of concepts is so natural and at times unconscious to human beings that they do not even realize that they are using metaphor. This article seeks to examine the metaphorical conceptualization and interpretation of the metaphors used in the song Merimela. The ubiquity nature of metaphors makes it possible for a number of metaphors to be used in the song Merimela. This article reveals how metaphor reflects and structures Kenyans understanding of reality particularly the fight against HIV and AIDS.