EXPLORING THE USE OF ENGLISH IN ALGERIAN SHOP SIGNS A CASE STUDY: BISKRA DOWNTOWN

Abstract

Algeria, a former French colony, has been experiencing a significant increase in the use of English language in various domains. This shift in language use has led to the need for further exploration of the impact of English on the country’s linguistic landscape. Hence, this dissertation examines the use of English in shop signs in Algeria focusing on Biskra city as a case study. Moreover, we hypothesized in this study that investigating the motivation, reasons of shop owners towards incorporating English in their signage would provide a general perceptions of Algerians toward embracing the English language. The current study conducted in Biskra downtown having its different signboards with English names or wards as the sample of study. In terms of methodology, a descriptive method used with shopkeepers 10 in-depth interviews, in addition to visual analysis of 43 photographs documenting shop signs. In order to investigate and explore the different perspectives towards the status of english as a language in Algeria .The study findings demonstrate a notable presence of English elements In shop signs across Biskra city’s various sectors. The linguistic landscape analysis emphasizes the commonplace usage of english alongside the native language, the finding also revealed various motives for employing English, such as portraying the business as modern and cosmopolitan, and appealing to a diverse clientele. Subsequently, this research offers insight into language dynamics within Algeria’s linguistic landscape and the effects of globalization on local businesses and shows positive attitudes towards English usage