Investigating language inequalities in postcolonial Algeria: A semiotic landscape study of the Algerian marketplace

The aim of this study is to investigate the presence of linguistic inequalities in the Algerian semiotic landscape, with a specific focus on the business domain. Semiotic landscape studies within postcolonial North African countries are scarce, and this research seeks to address this gap by exploring the visibility of linguistic inequalities in the Algerian business domain, and the extent to which French as a key postcolonial language still exerts prominence in the Algerian SL. The case study was conducted across various economic areas in Algeria between March 2022 and August 2023. Empirical data was collected in three central cities: Béjaïa, Sétif, and Bourj Bou Arrirej, and additional digital semiotic landscape data was gathered from Southern cities, including Ouargla, Hassi Messaoud, In Saleh, Djanet, and Tamanrasset. A mixed-method approach was employed, combining quantitative and qualitative research techniques, including questionnaires and interviews. The study generated a dataset of 577 business signs, complemented by interviews with graphic designers and CEOs, and additional questionnaires with marketing directors and company executives in Southern regions. To discuss and analyse the collected data, this study draws on Kallen (2011) marketplace frame. Kallen’s approach is instrumental in understanding how linguistic inequalities are displayed and perceived in the Algerian business domain, in addition to understanding language use in public spaces, emphasizing the dynamic interplay between local identities and global influences. Furthermore, the concept of clone branding emerged from the data, reflecting how Algerian businesses replicate visual elements from international brands, particularly French and European companies as part of their branding strategies. The findings reveal that French dominates business signage, with limited representation of Arabic and English, and almost no presence of the minority language, Tamazight. Signage in the surveyed areas reinforces the colonial legacy in the business domain. French remains commodified as a powerful commercial symbol, representing both economic growth and a key aspect of national identity in Algeria. Similarly, Arabic, influenced by Algeria’s economic connections with Arab nations, is also commodified and viewed as a significant marker of Algerian heritage. The limited visibility of Tamazight and the Tifinagh script further highlights their symbolic role as commodities, rather than functional tools in the marketplace. This study underscores the lasting impact of colonial languages on Algeria’s semiotic landscape and emphasizes the need for further research into how clone branding and linguistic commodification influence the country's marketplace and linguistic identities.