Toute langue est-elle commodifiable ? Quelques réflexions à partir de la situation actuelle du gaélique et de l’écossais en Écosse

Abstract

Based on a study of Gaelic and Scots in Scotland, this article asks the following question: are all languages saleable? Or more precisely, is everything in a language saleable? What elements are selected, by whom, and why? The article shows that the answer depends on the sociolinguistic status of the language in question. In the case of Gaelic, as with many minority languages indexing a prestigious culture, the use of the language adds authenticity and therefore soul to a product. Scots, on the other hand, which is largely reduced to humorous use in public contexts, is objectified as a fixed language and a vehicle for humour and wisdom, in short, as a language of the people. And it is sold as such on a large number of mediums but with no resulting added value. Quite the reverse in fact. It is the mediums that add materiality to Scots.

Keywords

• Gaelic (language)
• Scots (language)
• commodification
• authenticity
• sociolinguistics