Examining the Impact of English Commercial Sign Names in Khenchela Before and After English Designation as the Second foreign Language in Algeria The case of English naming shops in khenchela
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Date
2024
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UNIVERSITÉ ABBAS LAGHROUR KHENECHELA
Abstract
Abstract
The value of the English language in today’s Anglophone world cannot be overstated.
English serves as a crucial bridge between different regions and the broader global
community, facilitating international business, diplomacy, and cultural exchange. Seeking to
gain deeper insights into the changing landscape of commercial signage in Khenchela,
following the linguistic policy dynamic in Algeria. This study investigates the effect of
English commercial sign names in Khenchela, both prior and after the country’s English was
introduced as SFL. The research explores how this linguistic shift has influenced consumer
behaviour, cultural perceptions, and the evolution of linguistic scenery in the region by way
of a case study focusing on English naming shops. this research employs a mixed-method
approach, which includes on the one hand, data from both questionnaires addressed to One
hundred seven (107) female and ninety-three (93) male customers, as well as interviewing ten
(10) traders. Alongside analysis of photographs depicting commercial signage. The findings
indicate a notable surge in the prevalence of the English language within Khenchela,
particularly evident in commercial contexts, signifying its status as a burgeoning medium.
This trend is notably embraced by the younger demographic. Concurrently, there is a
dwindling use of the Chaouia language, especially in the realm of commercial signage,
particularly among the youth, showing casing a shift in the linguistic landscape.
Additionally, the influence of English on the previous colonial language, French, is
discernible, as it is gradually replaced by English, signifying a shift in cultural dynamics.
Moreover, there is an emerging trend of Arabization of English in nomenclature, coexisting
alongside Arabic. Contrastingly, there are discernible divergences in consumer behaviours
and purchasing decisions, reflective of the changing Socio_cultural and linguistic dynamics
within the community. This research ends up with valuable insights into the evolving role of
English commercial sign in Khenchela’s linguistic landscapes.
Key words: Commercial signage, Linguistic landscape, culture and identity.