“Eat Me! Eat Me! tounsi” : English in Tunisian linguistic landscapes beyond the official policy legislations

Abstract

Aims and objectives:

This paper investigates the diffusion of English into the linguistic ecologies of Tunisia, an Expanding Outer Circle society in North Africa. It analyzes the language practices of Tunisian business operators in five commercial localities in metropolitan Tunis. The paper focuses, in particular, on the uses of English and its interaction with Tunisia’s dominant languages, the ways the resources of English are locally understood and deployed and the intersection of the emerging “language regime” (Kroskrity, 2000) with the official linguistic landscapes policies and the wider sociohistorical, political, and economic conditions of the country.

Methodology and data:

Detailed discourse-ethnographic analysis of 363 linguistic landscape signs collected from 5 commercial districts in metropolitan Tunis.

Findings and conclusions:

The findings indicated the emergence of a bottom-up English-led public signage communicating a global corporate ideology circumventing the official language policies mandating the use and visibility of Modern Standard Arabic in public signage. However, this English-led public posting is intertwined in complex ways with Tunisia’s dominant languages, resulting in translanguaging, linguistic puns, the commodification of vernacular forms of communication as well as (supra)national and aesthetic identity markers.

Originality:

Tunisia, a traditionally constructed Francophone country moving toward English, is very little explored in the major Global English(es) paradigms. The paper focuses on the possible ideological, economic, and cultural changes engendered by English and connects these changes to the global socioeconomic, political, and cultural transformations undergone by the country over the last decades.