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Article published In: Linguistic Landscape
Vol. 7:1 (2021) ► pp.6–36

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Multilingualism in Mauritius

Using a virtual linguistic servicescape lens

ORCiD logo with link | The University of Mauritius
 | Université des Mascareignes
Published online: 6 July 2020
DOI logo with link
https://doi.org/10.1075/ll.19014.aul
Abstract
While the internet facilitates communication and interaction between businesses and customers, social media platforms afford both of them opportunities to co-construct information online. These meeting points between businesses and customers, which are then displayed online, constitute a virtual linguistic servicescape showcasing their language practices. This study focuses on the Facebook pages of three fast-food outlets in multilingual Mauritius – where Kreol and French are commonly spoken, and English and French are widely written – with the aim to investigate the language choices made and displayed in the virtual linguistic servicescape. Using non-participant online observation, data were collected over three months and analysed as ‘text’ ( (2014). Computer-mediated communication and linguistic landscapes. In Holmes, J. & Hazen, K. (Eds.) Research methods in sociolinguistics: A practical guide (pp. 74–90). West Sussex, UK: Wiley-Blackwell.Google Scholar logo with link to Google Scholar). The data reveal the co-occurrence of local languages in the actors’ language practices, with minimal use of Kreol. These practices reinforce existing local language and literacy ideologies, while also disturbing, if only but slightly, long-entrenched ideologies about written Kreol.
Résumé
Alors que l’internet facilite la communication et l’interaction entre les entreprises et les clients, les plateformes des réseaux sociaux leur offrent la possibilité de co-construire des informations en ligne. Ces points de rencontre en ligne entre les entreprises et les clients, qui sont ensuite affichés en ligne, constituent un paysage virtuel de services linguistiques mettant en valeur leurs pratiques linguistiques. Cette étude se concentre sur les pages Facebook de trois établissements de restauration rapide de l’île Maurice multilingue – où le kreol et le français sont couramment parlés, et l’anglais et le français sont largement écrits – dans le but d’étudier les choix de langue effectués et affichés dans le paysage des services linguistiques virtuels. En utilisant l’observation non participante en ligne, les données ont été collectées sur trois mois et analysées sous forme de “texte” ( (2014). Computer-mediated communication and linguistic landscapes. In Holmes, J. & Hazen, K. (Eds.) Research methods in sociolinguistics: A practical guide (pp. 74–90). West Sussex, UK: Wiley-Blackwell.Google Scholar logo with link to Google Scholar). Les données révèlent la cooccurrence des langues locales dans les pratiques linguistiques des acteurs, avec une utilisation minimale du kreol. Ces pratiques renforcent les idéologies existantes en matière de langues locales et d’alphabétisation, tout en perturbant, ne serait-ce que légèrement, les idéologies bien ancrées sur le kreol écrit.
Article outline
  • 1.Introduction
  • 2.Theoretical framework
    • 2.1The linguistic servicescape
    • 2.2Multilingualism
    • 2.3Multilingualism in Mauritius
  • 3.The study
  • 4.Findings
    • 4.1Indirect touch points: Signage and promotional materials
      • 4.1.1Main body text: Caption or short text (optional)
      • 4.1.2Pictures
    • 4.2Direct touch points: Online service encounters
  • 5.Discussion
  • 6.Conclusion
  • References
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