Author: Ahmed Muse Ismail. Ahmed is a lecturer, also a member of the Somali Study Center at the University of Burao, concurrently, he is the head of the Education Department of Postgraduate and public relations officer, at UoB.
AbstractThis study explores the material written on shop signs in urban areas in Somaliland, particularly foreign words that are widely visible in public places. The practices of foreign names in business places became an issue across the world, in particularly the colonized countries. Thus, this study tries to understand the factors that influence practicing foreign language written on shop signs in Somaliland. It allows us to focus deeply on the use of English words or a mixture of words on shop names in Somaliland Business places. The ethnographic research design was used to describe, analyze and interpret this phenomenon of interest in the practice of foreign languages in shop names. The research was carried out in urban cities, Burao and Hargeisa. While four main streets had targeted in both cities. Face-to-face open-ended interview questions and observation were applied purposively in the study. It discovered the extensive presence of the English language on shop signs for businesses in Somaliland. However, the major factors influencing the usage of elements written in the English language include; elitism, novelty, modernity, and late fashion and attraction, informing and directing customers to business places. The relationship between buying behavior and practicing a foreign language for business shop signs is required further research.
Definition of key terms:
Shop signs: the stores’ name, not only for shops but all businesses that merchandise goods and services.
Foreign language: any language from another society that does not include the official languages of Somaliland country which constitutions allows practicing for its population.
Shop: refers to all business places; restaurants, bars, travel agencies, and any other commercial enterprise.
