A sociolinguistic study of Osa-Ahia syndrome, linguistic nuances and honorifics in Igbo business interactions in selected markets in Calabar
Year: 2026
Type: article
Abstract: The Igbo tribe constitutes one of the three largest ethnic groups in Nigeria, and they are mostly businessmen. Nigerians jokingly say that anywhere Igbos are not found, is not habitable. The Igbos conduct their businesses seamlessly, such that people wonder how they integrate easily with the locals. Their vendors use peculiar linguistic choices and honorifics to convince customers. In this study, we examine those peculiar linguistic choices adopted by the Osa-ahia. Data was elicited from interactions in three markets in Calabar: Marina Beach, Watt, and Marian. Twenty-one data points were generated from the three markets and analysed accordingly. The study is rooted in sociolinguistics due to its closeness to societal activities from a language perspective. The study reveals that linguistic creativity is a marketing tool and a form of advertisement for the survival of any business in an evolving world, using the Osa-ahia syndrome as a paradigm.
Institutions: University of Calabar, Caleb University, University of Nigeria
Language: English
Subfield: Linguistics and Language
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7222865764