Quinlingualism in the Maghreb?

Abstract

The widespread use of English in advertising around the world has received considerable attention in recent decades. A number of researchers have looked at this practice in European countries such as France, Germany, Greece, and Italy (e.g. Martin, 1998, 2002, 2006, 2007, 2008; Hilgendorf & Martin, 2001; Oikonomidis, 2003; Vettorel, 2013). Other scholars have examined this phenomenon in various contexts in Asia, for instance in India, Iran, and Russia (e.g. Bhatia, 1987, 1992, 2006, 2007, 2012; Ustinova & Bhatia, 2005; Bhatia & Baumgardner, 2008; Baumgardner & Brown, 2012). One part of the world, however, drawing relatively little scholarly attention to date has been the Maghreb region of northern Africa.

Neo‐Nationalism and Politicizing TESOL: Nationalist Rhetoric and Decolonial Impulses in English Teaching in Morocco

“…In recent years, incessant efforts for economic development and globalization have created a strong demand for the use of English as a lingua franca and a global language in Morocco (Belhiah et al., 2020). A number of stakeholders and officials have called for English superseding French as the nation's second language (Errihani, 2017; Kachoub, 2021). Scholars interested in language policy in Morocco affirm that English better accounts for the contemporary requirements of neoliberalism and globalization (Soussi, 2021).…”

Heteroglossia in Choukri’s Al-Khubz al- Hafi: A Reflection on Moroccan Plurilingualism

“…Haidar (2022) stresses that Morocco is known for its linguistic plurality, which reflects mainly its multicultural particularities.Wide linguistic varieties mingle with their specific functions.Because of this diglossia, it was necessary for the migrants to learn many languages to work and live together with Moroccans and other migrants.Therfore, learning foreign languages has become a solution for them to get rid of their social problems , and gain their life. Kachoub and Hilgendorf (2019) emphasize that many foreign languages have existed over the centuries due to the social and economic developments in Morocco. Ennaji (2005) states that Morocco nowadays contains a diversity of ultiracial groups, which are represented by Imazighen, Arabs, Jews , and Christians.According to Boukous (1985), Morocco has a heterogenous sociolinguistic situation because there is a kind of rivalry between existing languages for the objective of exercising a symbolic power.One of the main challenges of this competition is becoming the identity of the dominant groups.…”

Exploring English in TV product advertising for Dutch‐speaking children

“…1|1| English as a foreign language in advertising Linguists have investigated the use of English as a foreign language in advertising over the last century (Piller 2003) covering various advertising channels (print advertising, TV and radio, outdoor advertising) in all four corners of the globe, for example Japan (Haarmann 1984); Taiwan (Hsu 2008); DR Congo (Kasanga 2010); Morocco (Kachoub & Hilgendorf 2019); India (Bhatia 2012); Russia (Ustinova & Bhatia 2005); Brazil (Friedrich 2002); Sweden (Garcia-Yeste 2013); France (Martin 1998(Martin , 2002(Martin , 2006(Martin , 2008Amos 2020); Italy (Vettorel 2013). English in advertising has been studied from the perspective of both production and perception.…”