A. Robbin
A Qualitative Evidence of the Markedness of Code Switching during Commercial Bank Service Encounters in Ìbàdàn Metropolis
869 - 875
2019
13
6
International Journal of Cognitive and Language Sciences
https://publications.waset.org/pdf/10010487
https://publications.waset.org/vol/150
World Academy of Science, Engineering and Technology
In a multilingual setting like Nigeria, the success of service encounters is enhanced by the use of a language that ensures the linguistic and persuasive demands of the interlocutors. This study examined motivations for code switching as a negotiation strategy in bankhall desk service encounters in Ìbàdàn metropolis using MyersScotton’s exploration on markedness in language use. The data consisted of transcribed audio recording of bankhall service encounters, and direct observation of bank interactions in two purposively sampled commercial banks in Ìbàdàn metropolis. The data was subjected to descriptive linguistic analysis using Myers Scotton’s Markedness Model. Findings reveal that code switching is frequently employed during different stages of service encounter greeting, transaction and closing to fulfil relational, bargaining and referential functions. Bank staff and customers code switch to make unmarked, marked and explanatory choices. A strategy used to identify with customer’s cultural affiliation, close status gap, and appeal to begrudged customer; or as an explanatory choice with nonliterate customers for ease of communication. Bankers select English to maintain customers’ perceptions of prestige which is retained or diverged from depending on their linguistic preference or ability. Yoruba is seen as an efficient negotiation strategy with both bankers and their customers, making choices within conversation to achieve desired conversational and functional aims.
Open Science Index 150, 2019