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Indexing modernity: English and branding in the linguistic landscape of Addis Ababa

The international journal of bilingualism : cross-disciplinary, cross-linguistic studies of language behavior, 2014-10, Vol.18 (5), p.491-506 [Peer Reviewed Journal]

The Author(s) 2013 ;Copyright Sage Publications Ltd. Oct 2014 ;ISSN: 1367-0069 ;EISSN: 1756-6878 ;DOI: 10.1177/1367006913484204 ;CODEN: IJBIFH

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  • Title:
    Indexing modernity: English and branding in the linguistic landscape of Addis Ababa
  • Author: Lanza, Elizabeth ; Woldemariam, Hirut
  • Moriarty, Máiréad
  • Subjects: Advertisements ; African Languages ; Brand names ; Cultural Pluralism ; English as an international language ; English language ; Globalization ; Indexing ; Interviews ; Language culture relationship ; Linguistics ; Mobility ; Multilingualism ; National identity ; Nationalism ; Reputation ; Signs
  • Is Part Of: The international journal of bilingualism : cross-disciplinary, cross-linguistic studies of language behavior, 2014-10, Vol.18 (5), p.491-506
  • Description: In this article we address the issue of language and globalization by focusing on the use of international brand names and English in the linguistic landscape of Addis Ababa, Ethiopia. Ethiopia has been at the margins of the world economy; however, in the past decade Addis Ababa has witnessed a promising emerging economy, with many new international corporations investing in the country. The linguistic landscape is increasingly marked by the use of English, not only in general signage but also through international brand names and advertising. Moreover, a curious phenomenon has evolved in which international brand names and logos are used locally and are imparted an Ethiopian identity. The article highlights a particular case of cloning an international brand that touches on the discourse of national identity and development. The use of both English and international brand names in the linguistic landscape is perceived by locals as prestigious, indexing their aspirations towards modernity in this capital of the global South, with the notion of mobility covering not only geographical movement but also movement on a social scale. In conclusion, we relate our findings to a theoretical approach that aims to capture language in late modernity.
  • Publisher: London, England: SAGE Publications
  • Language: English
  • Identifier: ISSN: 1367-0069
    EISSN: 1756-6878
    DOI: 10.1177/1367006913484204
    CODEN: IJBIFH
  • Source: ProQuest Central
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