Place, Space and Perception of English Language Dynamics on Medicinal Packages and Leaflets for Human Consumption among Internally Displaced Persons in Dschang, Cameroon (2023–2024)

Abstract

This paper examines the role of language in packaging and leaflets in the context of medicine, focusing on how place, space, and perception intersect with the English language used in pharmaceutical communications. When people are forcefully displaced, they move with their language and cultural habits. English-speaking Cameroonians from the South West and North West who have moved to Dschang in the West Region (French-speaking Cameroon) face communication problems in their daily lives and in reading and comprehending medical packages and leaflets. Furthermore, research on the forms and functions of language in medical practice has expanded rapidly; developments marked by diversity in growth and advancements in technology and the spread of New Englishes. This paper sets out to evaluate the labelling preferences on medication that the Internally Displaced Anglophone uses and characterise their perceptions of the comprehensibility and readability of the packages in a French-speaking zone. The exploratory study investigates how IDPs perceive everyday language and medical terminology on packages and leaflets found in their new places and spaces. How do they acquire medical assistance and purchase drugs? Is the language of communication on the packages/leaflets familiar and how effective is it? How do English-speaking IDPs react to the language use on the packages and leaflets? How can language communication on medicinal leaflets be made intelligible to IDPs? We purposively sampled 30 assorted packages and leaflets from IDPs in Dschang between 2023 and 2024, and presented them to 150 IDP respondents. Their reactions were recorded in field notes. Data was also gathered from questionnaires, informal interviews, and a content analysis of the packages and leaflets. Two theoretical frameworks: Mayberry and Mayberry's (1996) Framework for Evaluating Patient Information Leaflets and Semiotics of Image by Charles Sanders Peirce (1860) were employed in the analyses. Findings indicate that 70% of the packages were purely in the French Language, and participants were marginally aware of terminological divergences on the packages. Although the bilingual status of Cameroon requires bilingual packaging, this was found insufficient and not user-friendly. Based on IDP users’ perceptions, the inclusion of readable English and more especially, Pidgin English, increased font size and use of graphic elements and colour to emphasise critical information could contribute significan