Publications

Publication details [#53660]

Kasanga, Luanga A. 2010. Streetwise English and French advertising in multilingual DR Congo: symbolism, modernity, and cosmopolitan identity. International Journal of the Sociology of Language 2010 (206) : 181–205.

Publication type

Article in journal

Publication language

English

Keywords

advertising | code-mixing | identity negotiation | modernization | multilingualism

Language as a subject

English | French

Place, Publisher

De Gruyter

Journal WWW

www.degruyter.com/journal/key/IJSL/html

Annotation

This paper argues that the code-mixing of English in French shop names, signs, billboards, and advertisements -for a mainly non English-literate audience- in the Democratic Republic of Congo, can be explained by three concepts: symbolism, modernity and imagined cosmopolitan identity.