ALTRALANG Journal
Volume 8, Numéro 2, Pages 167-178
2026-10-31
Trilingual Genre Specialization And Translanguaging In Algerian Startup Communication: Implications For Esp Pedagogy
Authors : Rogti Maroua .
Abstract
Startup ecosystems are multilingual; however, English for Specific Purposes (ESP) pedagogy has been developed purely within an English-speaking context. Arguably, the greatest disconnect between the two is in Algeria, where entrepreneurs are fully capable of conducting business in Arabic, French and English. This qualitative research adds to the body of literature by identifying how entrepreneurs in a startup hub navigate the complex task of using their multiple linguistic resources (Arabic, French, and English) for the purpose of achieving their communication goals. Using semi-structured interviews with 14 founders, co-founders, and mentors who work in an Algerian startup and entrepreneurship platform, and thematic analysis, employing translanguaging theory and genre theory, this research contributes three new insights to understanding ESL literacy in the Algerian startup ecosystem: Entrepreneurs create specific genres for the three languages, they use translanguaging as a means of being quick, precise and establishing rapport, and they view the formal ESP/FOS programs as ideologically misaligned with their current multilingual reality. The results of this research have implications for educators interested in adapting Western ESP models for use in Global South settings. Rather than an English monolingual approach, a plurilingual, genre-aware, and decolonized approach is recommended for developing ESP curricula. In addition, the lived experiences of Algerian entrepreneurs provide the basis for future development of multilingual language teaching frameworks in entrepreneurial hubs throughout the world.
Keywords
Translanguaging ; entrepreneurship ; Algeria ; Genre theory ; Needs Analysis ; Decolonizing ESP
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