Terminologie des dénominations d’offres des sociétés de téléphonie mobile en Bamanankan : Cas d’Orange Mali et MOOV Africa Malitel

Abstract

The mobile telephony sector is highly competitive in Mali. Operators such as Orange Mali and Moov Africa Malitel take the lion's share alongside Telecel. This trend encourages the proliferation of commercial names for the offers that each operator develops to promote its products and services. Stemming from Mali's cultural heritage, these names create a connection with users, who embrace the offers thanks to the linguistic bond established. This study examines the Bamanankan naming strategies for the offers and services of the mobile telephony operators Orange Mali and Moov Africa Malitel. It focuses on how these operators mobilize the linguistic and cultural resources of Bamanankan to name their offers and services and to build a communication strategy suited to the Malian market. Based on a corpus of 35 names collected from the websites of both companies, the qualitative analysis identifies the morphological, semantic, and rhetorical devices employed. The results show a predominance of compounding and derivation, as well as frequent use of stylistic devices (metaphor, hyperbole, anaphora) and cultural values in the Malian context (solidarity, sharing, renewal). The study also reveals notable differences between the two operators in their terminological choices. Ultimately, these names constitute strategic acts that contribute both to the appropriation of mobile technologies by local populations and to the enrichment of Bamanankan in modern domains.