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Aspects des contacts des langues en contexte publicitaire algérien : Analyse et enquête sociolinguistiques.

Abstract : The altogether alterations and relative political, media and economic openings witnessed by Algeria since about three decades have had a direct impact on the advertizing context where the accentuation of the sociolinguitic dynamics is taking impetuous. The official monolingualism and bilingualism, till recently devoted to the media communication, have been altered by the market ideology. This one attempts to impose its linguistic as well as cultural constraints which are channeled towards plurality. This multilingual reality has been questioned in the present thesis with the aim of capturing the diversity of this manifestation and its exploitation by the creative people at a first level. Then, measuring the impact of these inventive, and sometimes, transcendent uses on the representations that Algerians have about different languages and their attitudes vis-à-vis their uses. For so doing, I started by a global sociolinguistic description of multilingualism thanks to a corpus containing advertizing texts, to focus afterwards on more specific descriptive choices dealing with the sociolinguistic values and functioning of the outstanding phenomena of code-switching and borrowing. The manifestation of these innovative uses, on an epilinguistic plane, has been assembled via a questionnaire. The qualitative analysis stressing the comprehensive along with the contextualizing steps championed by empirico-inductive methods, pushed us to single out themes that are relative to " linguistic choices " as operated by my investigation, to their " mixed linguistic perception " as found in advertisements, to their " linguistic consciousness " as regards multilingualism in Algeria. And eventually, to the accentuation of the referents tied to a " linguistic polarization " and to a " polarized identity " in relation with the theme of "Algerianity" whose components are established as being multicultural and linguistic.
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Submitted on : Friday, December 9, 2011 - 11:42:11 AM
Last modification on : Monday, December 2, 2019 - 1:52:02 PM
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Ibtissem Chachou. Aspects des contacts des langues en contexte publicitaire algérien : Analyse et enquête sociolinguistiques.. Linguistique. Université de Mostaganem, 2011. Français. ⟨tel-00650009⟩



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