Language Dynamics in E-commerce: The Use of French in Algerian Online Transaction in Comparison to English Language Contact, MLF, Labov’s Speech Community

Abstract

Due to Algeria's historical and cultural ties to France, it is customary in the commercial world for Algerian e-commerce to use French. Therefore, the current study aims to investigate the language dynamics and preferences of Algerian consumers and e-commerce businesses in the context of online transactions. A specific focus will be on the French language use as we will look at whether using this language may help draw in and keep customers; or if it has no significance. Through the use of a mixed-methods approach, the study combines between the qualitative and quantitative methodologies, the quantitative component is comprised of online interviews, while the qualitative component is comprised of both interviews and an analysis of eight exchanges between buyers and sellers. 18 individuals participated in the study: 8 sellers from two different companies, including 5 females and 4 males The analysis of the conversations was based on theories and models of language contact, the Matrix Language Frame (MLF), and Labov's speech community theory. In conclusion, it appears that the current use of French in 2024 can attract Algerian customers, which means that the hypothesis has been confirmed.