Social power can be exercised by face attack where power differentials are sufficiently great and significant retaliation or sanctions are unlikely. Such exercise of social power is common in military contexts. It is not commonly observed in hospital settings yet some nurses in Kenya's public hospitals routinely attack the face of their patients. Using data from interactions observed in a provincial hospital, it is illustrated how nurses initiate conflict and how patients counter the face-attacking moves. The investigation shows that nurses use a high frequency of utterances that violate the dignity of patients while the latter prefer conflict avoidance strategies. Nurses generally make no attempt to mitigate the impact of most of their face-threatening utterances while patients demonstrate awareness of the need to preserve mutual face and reclaim dignity. Three strategies used by patients to reclaim dignity -namely silence, retaliatory face damage and face repair -are illustrated. Nguvu za kijamii zinaweza kutekelezwa kwa kushambulia uso mahali kadri zanguvu ni mazito mno na ulipizaji kisasi wala vikwazo haviruhusiwi. Utekelezaji huu wa nguvu hudhihirika sana katika mazingira ya kijeshi. Hauonekani sana katika hospitali. Ingawaje, baadhi ya manesi katika hospitali za umma nchini Kenya mara kwa mara hushambulia uso ya wagonjwa wao. Huku tukitumia data ya miingiliano iliyotazamwa katika hospitali moja ya mkoa, twaonyesha jinsi manesi hubuni migogoro na vile wagonjwa hukabiliana nayo. Uchunguzi huu unaonyesha kuwa manesi hukiuka hadhi ya ubinafsi ya wagonjwa pakubwa ilhali wagonjwa huchagua mikakati ya kuepuana na migogoro. Kwa ujumla, manesi hawaonyeshi nia ya kupunguza athari za shambulio la uso katika matamshi yao ilhali wagonjwa huonyesha ufahamu wa kuhifadhi heshima na kudai tena hadhi. Mikakati mitatu ya wagonjwa ya kudai tena hadhi ikiwemo kimya, ulipizaji kisasi na urekebishaji uso inaelezwa humu.

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This paper concerns itself with two conceptual metaphors DEATH IS A JOURNEY and DEATH AS REST in reference to the dead, death and dying in EkeGusii Euphemism. The metaphors take the two concepts of journey and rest as source domains while death is used as a target domain. EkeGusii euphemistic substitutes are analyzed into the metaphors DEATH IS A JOURNEY and DEATH AS REST using the Cognitive Theory of Metaphor as initiated by Lakoff and Johnson (1980). The findings reveal that most of the EkeGusii euphemistic substitutes in the conceptual metaphors DEATH IS A JOURNEY and DEATH AS REST have religious undertones. Further, these metaphors focus more on life than on death. Finally, the conceptual metaphors DEATH IS A JOURNEY and DEATH AS REST illustrate a clear negation of death. Therefore, EkeGusii euphemism utilizes these two metaphors to mask death and the effects that arise out of the dying. This in turn is used as a consolation to the bereaved as they come to terms with the dead, dying and death

Advertising is a form of communication which has one main function: to make the audience buy the advertised product or subscribe to the services displayed. Consumer advertisements employ more than one mode of communication in designing messages that target their audiences. This often causes interpretational difficulties to the target audiences. This study examined how language co-occurs with the other semiotic forms as used in Safaricom advertisements. The study examined how the visual texts in Safaricom newspaper advertisements impact on the audience's purchasing decisions, analyzed how visual semiotics and written language were used in the Safaricom advertisements to aid meaning interpretation and determined the impact of using the visual images and written language on the audience's ability to interpret the messages. The data analysis was based on Multimodal Discourse Analysis (MDA) a theoretical framework by Kress and Van Leeuwen.