Palavras-chave
Darija
publicidade digital
intimidade cultural
discurso midiático
ideologia
Como Citar
Resumo
Este artigo analisa a transformação sociolinguística da publicidade no Marrocos, com foco especial na integração do árabe marroquino (Darija) no marketing de influência. Historicamente, a publicidade marroquina tem se baseado no francês e no árabe padrão moderno (MSA), refletindo hierarquias sociais e autoridade formal. No entanto, o surgimento das plataformas digitais e dos influenciadores nas redes sociais provocou uma mudança em direção a formas de comunicação novas, informais, locais e afetivas. Com base na literatura das áreas de estudos de mídia, sociolinguística e marketing, esta revisão mostra como a Darija se tornou um recurso linguístico estratégico para criar intimidade cultural e engajamento do público. O artigo busca abranger dados desde a publicidade tradicional até a cultura dos influenciadores, a fim de examinar as ideologias e hierarquias linguísticas no Marrocos. O objetivo é analisar a mercantilização da Darija dentro das práticas de marketing globalizadas. Ao revisar diferentes estudos e marcos teóricos, o artigo argumenta que a popularidade da Darija no conteúdo digital não é apenas uma tendência de marketing, mas reflete mudanças socioculturais específicas. Assim, o texto oferece uma crítica sobre como linguagem, identidade e comportamento do consumidor estão interligados no contexto da publicidade digital marroquina.
Referências
Abidin, C. (2015). Communicative Intimacies: Influencers and Perceived Interconnectedness. ADA: A Journal of Gender, New Media & Technology, (8).
Abidin, C. (2016). “Aren’t these just young, rich women doing vain things online?”: Influencer selfies as subversive frivolity. Social Media + Society, 2(2).
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569.
Benrabah, M. (2013). Language Conflict in Algeria: From Colonialism to Post-Independence. Multilingual Matters.
Bentahila, A., & Davies, E. E. (2002). Language mixing in rai music: Localisation or globalisation? Language & Communication, 22(2), 187–207.
Bourdieu, P. (1991). Language and symbolic power (J. B. Thompson, Ed.; G. Raymond & M. Adamson, Trans.). Harvard University Press.
Boutkhil, S. (2016). Moroccan Youth and the Use of Social Media: Between Local Identities and Global Imaginaries. In M. Ennaji (Ed.), Multiculturalism and Democracy in North Africa: Aftermath of the Arab Spring (pp. 195–208). Routledge.
Coupland, N. (2003). Sociolinguistic authenticity and the symbolic market: Towards a critical sociolinguistics. Journal of Sociolinguistics, 7(3), 417–431.
Dabbous, A., & Barakat, K. (2020). Bridging the online offline gap: Assessing the impact of influencer marketing on brand credibility and purchase intention. Journal of Retailing and Consumer Services, 53, 101933. https://doi.org/10.1016/j.jretconser.2019.101933
De Mooij, M. (2019). Global marketing and advertising: Understanding cultural paradoxes (5th ed.). SAGE Publications.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
Duffy, B. E. (2017). Aspirational labor: Social media and skilled digital work. International Journal of Communication, 11, 23–37.
Ennaji, M. (2005). Multilingualism, Cultural Identity and Education in Morocco. New York: Springer
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138–149.
Fairclough, N. (1995). Media discourse. Edward Arnold.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92.
Heller, M. (2010). Language as a resource in the globalized world. In A. Duchêne & M. Heller (Eds.), Language in late capitalism: Pride and profit (pp. 53–70). Routledge.
Heller, M. (2011). Paths to post-nationalism: A critical ethnography of language and identity. Oxford University Press.
Heller, M. (2010). The commodification of language. Annual Review of Anthropology, 39, 101–114.
Zaid, B., El Kadoussi, A., Ben Moussa, M., & Ibahrine, M. (2024). Media capture in Morocco: Between politics, economics, and platformisation. In H. Mabweazara & B. Pearson (Eds.), Media Capture in Africa and Latin America (pp. 169–196). Springer Nature.
Kapitan, S., & Silvera, D. H. (2015). From digital media influencers to celebrity endorsers: Attributions drive endorser effectiveness. Marketing Letters.
Khan, M. L. (2020). Social media engagement: What motivates user participation and consumption on YouTube? Computers in Human Behavior, 103, 236–247.
Lou, C., & Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 10, 2567.
Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public Culture, 27(1), 137–160.
Miller, C. (2012). Observations concernant la présence de l’arabe marocain dans la presse marocaine arabophone des années 2009–2010. In M. Meouak, P. Sánchez, & A. Vicente (Eds.), De los manuscritos medievales a Internet: La presencia del árabe vernáculo en las fuentes escritas (pp. 419–440). Universidad de Zaragoza.
Miller, C. (2013). Arabic urban vernaculars: Development and change. In C. Miller, E. Al-Wer, D. Caubet, & J. C. E. Watson (Eds.), Arabic in the City: Issues in Dialect Contact and Language Variation (pp. 1–30). Routledge.
Napoli, P. M. (2011). Audience evolution: New technologies and the transformation of media audiences. Columbia University Press.
Robertson, R. (1995). Glocalization: Time–space and homogeneity–heterogeneity. In M. Featherstone, S. Lash, & R. Robertson (Eds.), Global modernities (pp. 25–44). SAGE Publications.
Sadiqi, F. (2014). Women, gender, and language in Morocco. Brill.
Zaid, B., & Ibahrine, M. (2022). The politics of language and the digital public sphere in Morocco: Darija, identity and commodification. Media, Culture & Society, 44(4), 719–735.
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright (c) 2025 Isagoge - Journal of Humanities and Social Sciences