“You are Apple, why are you speaking to me in Turkish?”: the role of English in voice assistant interactions

Abstract

This paper investigates the role of English in voice assistant (Siri, Alexa, Google Assistant) use from the perspective of language ideology. Major commercial companies in the voice assistant market use English as a training language for their speech technologies and offer the most optimised support for standardised varieties of English. This affects the experiences with voice assistants of speakers of non-European languages, i.e., one of the non-target audiences. Drawing on qualitative interview data from Turkish-speaking users who migrated to Germany, the present study reveals that the participants iconize English as the “standard” language in digital contexts, constructing it as the “original” language of speaking computers. By conducting an inductive analysis, the article demonstrates that not only the lack of technological support, but also specific discourses about Artificial Intelligence, impact perceptions of English. These developments have implications for our understandings of prestige and digital literacy in human-machine interactions.