Readers’ Perception of Metaphors Used in Kiswahili Sports Newspaper`s Headlines in Tanzania

This study addresses a significant gap in understanding how metaphors are used and interpreted in Kiswahili sports journalism, particularly in Tanzania. While metaphors are widely recognized for their ability to simplify complex ideas and evoke emotions, little research has explored their role in sports newspapers within this context. Using Lakoff’s metaphor theory, which explains how metaphors link abstract concepts to familiar experiences, the study analyses 62 metaphorical expressions from popular Tanzanian sports newspapers, Mwanaspoti and Champion. The research has two specific objectives: (1) to identify and categorize the types of metaphors used in Kiswahili sports headlines, and (2) to explore how Tanzanian readers interpret these metaphors in the context of sports reporting. The metaphors are categorized into Structural, Orientational, and Ontological types, revealing how they frame sports events as relatable narratives, such as describing competition as a "battle" or team strategies as "machines." The findings highlight the critical role of metaphors in making sports stories more engaging and accessible, while also shedding light on the unique interplay between language, culture, and sports journalism. This study not only fills a gap in the literature but also provides valuable insights into how metaphors shape readers' perceptions and engagement with sports narratives in Tanzania.