Alternance codique dans les vidéos Facebook Live en Algérie : Une stratégie marketing dans le contexte algérien
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Publié-e :
jun 25, 2024
Mots-clés :
Alternance codique – Marketing digital – Facebook – préférences linguistiques.
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Résumé
Cette recherche explore l’alternance entre codes linguistiques dans le marketing digital algérien, où les vendeurs en ligne mélangent les langues française et arabe sur Facebook Live. L’étude analyse dix diffusions et interroge 47 utilisateurs pour déterminer si cette pratique est une stratégie gagnante. Trois techniques d’alternance codique sont identifiées : l’alternance intersentencielle, l’intra-sentencielle, et le tag-switching. Ces méthodes visent à renforcer la persuasion, créer de la variété, détailler les produits et toucher un public plus large. Les résultats indiquent que l’alternance entre plusieurs codes linguistiques augmente l’attention et la persuasion, dynamise le discours, permet une description imagée des produits, et s’adresse à divers profils socio-économiques. Le français apporte un prestige, tandis que l’arabe algérien assure la compréhension et la proximité. La préférence du public pour les diffusions en arabe algérien avec des mots français souligne le bilinguisme des Algériens et la diglossie du pays. L’étude conclut que l’alternance codique a un impact positif sur le marketing digital en Algérie, recommandant aux vendeurs d’adapter leur langage aux préférences linguistiques de leur audience pour optimiser les ventes en ligne.
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Comment citer
Belaidouni, Z., & Kherbache, F. (2024). Alternance codique dans les vidéos Facebook Live en Algérie : Une stratégie marketing dans le contexte algérien . AL-Lisaniyyat, 30(1), 170-188. https://doi.org/10.61850/allj.v30i1.656
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Articles
Références
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Lee, C. (2015). Multilingual resources and practices in digital communication. In The Routledge Handbook of Language and Digital Communication. Routledge. https://www.academia.edu/15252858/Multilingual_resources_and_practices_in_digital_communication
Luna, D., & Peracchio, L. A. (2005). Advertising to Bilingual Consumers: The Impact of Code‐Switching on Persuasion. Journal of Consumer Research, 31(4), 760–765. https://doi.org/10.1086/426609
Muysken, P. (2000). Bilingual speech: A typology of code-mixing. Cambridge University Press.
Myers-Scotton, C. (2006). Social motivations for codeswitching: Evidence from Africa (Repr.). Clarendon Press.
Poplack, S. (1980). Sometimes I’ll start a sentence in Spanish Y TERMINO EN ESPAÑOL: Toward a typology of code-switching1. Linguistics, 18(7–8). https://doi.org/10.1515/ling.1980.18.7-8.581
Wardhaugh, R. (2011). An introduction to sociolinguistics (6. ed. [Nachdr.]). Wiley-Blackwell.
Weinreich, U. (1979). Languages in Contact: Findings and Problems. DE GRUYTER MOUTON. https://doi.org/10.1515/9783110802177
Wentker, M., & Schneider, C. (2022). And She Be like ‘Tenemos Frijoles en la Casa’: Code-Switching and Identity Construction on YouTube. Languages, 7(3), 219. https://doi.org/10.3390/languages7030219
Almoaily, M. (2023). Code-switching functions in online advertisements on Snapchat. PLOS ONE, 18(7). https://doi.org/10.1371/journal.pone.0287478
Androutsopoulos, J. (2013). 27. Code-switching in computer-mediated communication. In S. Herring, D. Stein, & T. Virtanen (Eds.), Pragmatics of Computer-Mediated Communication (pp. 667–694). DE GRUYTER.
https://doi.org/10.1515/9783110214468.667
Blom, J.P., & Gumperz, J.J. (2020). Social meaning in linguistic structure: Code-switching in Norway. In L. Wei (Ed.), The Bilingualism Reader (2nd ed., pp. 75–96). Routledge. https://doi.org/10.4324/9781003060406-12
Bullock, B.E., & Toribio, A.J. (Eds.). (2009). Cambridge handbook of linguistic code-switching. Cambridge University Press.
Caparaz, P., & Gustilo, L. (2017). Communicative aspects of multilingual code switching in computer-mediated communication. Indonesian Journal of Applied Linguistics, 7(2), 111. https://doi.org/10.17509/ijal.v7i2.8137
Crystal, D. (2005). The Scope of Internet Linguistics. American Association for the Advancement of Science.
Darginavičienė, I., & Ignotaitė, I. (2020). Code-switching in the computer-mediated communication. RUDN Journal of Sociology, 20(2), 405–415. https://doi.org/10.22363/2313-2272-2020-20-2-405-415
De Fina, A. (2007). Code-switching and the construction of ethnic identity in a community of practice. Language in Society, 36(03). https://doi.org/10.1017/S0047404507070182
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
Elhija, D. A. (2023). Code Switching in Digital Communication. Open Journal of Modern Linguistics, 13(03), 355–372. https://doi.org/10.4236/ojml.2023.133021
Gal, S. (1988). 9. The political economy of code choice. In M. Heller (Ed.), Codeswitching (pp. 245–264). De Gruyter Mouton. https://doi.org/10.1515/9783110849615.245
Green, D. (1986). Control, activation, and resource: A framework and a model for the control of speech in bilinguals. Brain and Language, 27(2), 210–223. https://doi.org/10.1016/0093-934X(86)90016-7
Grosjean, F. (1997). The bilingual individual. Interpreting. International Journal of Research and Practice in Interpreting, 2(1–2), 163–187. https://doi.org/10.1075/intp.2.1-2.07gro
Gumperz, J. J. (1982). Discourse Strategies (1st ed.). Cambridge University Press. https://doi.org/10.1017/CBO9780511611834
Haarmann, H. (1989). Symbolic Values of Foreign Language Use: From the Japanese Case to a General Sociolinguistic Perspective. In Symbolic Values of Foreign Language Use (pp. 293–294). DE GRUYTER. https://doi.org/10.1515/9783110868395.bm
Hymes, D. (2010). Foundations in sociolinguistics: An ethnographic approach (1. issued in paperback). Routledge.
Kapferer, J.-N., & Bastien, V. (2012). The luxury strategy: Break the rules of marketing to build luxury brands (2. [completely rev. and updated] ed). Kogan Page.
Kelly-Holmes, H. (2000). Bier, parfum, kaas: Language fetish in European advertising. European Journal of Cultural Studies, 3(1), 67–82. https://doi.org/10.1177/a010863
Kuo, Y.-F., Hou, J.-R., & Hsieh, Y.-H. (2021). The advertising communication effectiveness of using netizen language code-switching in Facebook ads. Internet Research, 31(5), 1940–1962. https://doi.org/10.1108/INTR-04-2020-0231
Lee, C. (2015). Multilingual resources and practices in digital communication. In The Routledge Handbook of Language and Digital Communication. Routledge. https://www.academia.edu/15252858/Multilingual_resources_and_practices_in_digital_communication
Luna, D., & Peracchio, L. A. (2005). Advertising to Bilingual Consumers: The Impact of Code‐Switching on Persuasion. Journal of Consumer Research, 31(4), 760–765. https://doi.org/10.1086/426609
Muysken, P. (2000). Bilingual speech: A typology of code-mixing. Cambridge University Press.
Myers-Scotton, C. (2006). Social motivations for codeswitching: Evidence from Africa (Repr.). Clarendon Press.
Poplack, S. (1980). Sometimes I’ll start a sentence in Spanish Y TERMINO EN ESPAÑOL: Toward a typology of code-switching1. Linguistics, 18(7–8). https://doi.org/10.1515/ling.1980.18.7-8.581
Wardhaugh, R. (2011). An introduction to sociolinguistics (6. ed. [Nachdr.]). Wiley-Blackwell.
Weinreich, U. (1979). Languages in Contact: Findings and Problems. DE GRUYTER MOUTON. https://doi.org/10.1515/9783110802177
Wentker, M., & Schneider, C. (2022). And She Be like ‘Tenemos Frijoles en la Casa’: Code-Switching and Identity Construction on YouTube. Languages, 7(3), 219. https://doi.org/10.3390/languages7030219