A SOCIO-PRAGMATIC ANALYSIS OF COMMERCIAL LANGUAGE AMONG WOMEN TRADERS IN IKERE-EKITI’S MULTILINGUAL SHASHA MARKET, EKITI STATE, NIGERIA
Authors
Ebenezer Deji Ogunrinde
Federal University, Oye Ekiti
Author
Afolabi Innocent Ariremako
Federal University, Oye Ekiti
Author
Modupe Omolola Afolabi-Precious
Federal University, Oye Ekiti
Author
Keywords:
Socio-pragmatics,
Language of Commerce,
Gender Dynamics,
Multilingual Markets,
Nigeria
Abstract
This study examines socio-pragmatic features of language use among women traders in the multilingual Shasha market in Ikere-Ekiti, Nigeria. It investigates how women navigate linguistic diversity, gender dynamics, and communication strategies to achieve commercial objectives. Anchored in socio-pragmatic theory, the study uses participant observation and semi-structured interviews. Data were analysed thematically using NVivo. Findings reveal that women traders use code-switching, culturally informed politeness strategies, and other linguistic resources to build rapport and facilitate negotiations. The study contributes to understanding language, trade, identity, and gender in multilingual markets.
