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This research discusses language ideologies in Amazigh/Berber in Morocco. It analyzes Amazigh activists’ views on the process of Amazigh standardization, including dialect unification, script selection and reclaiming of Amazigh identity. Drawing on findings in the study of language ideologies and discourse analysis, this paper examines interviews with activists and demonstrates a connectedness between participants’ conceptions about language and their embodied actions. It also reveals ideological assemblages, in which conflicting language beliefs and practices are bound together. Through examination of the ideological divide on Amazigh language and script, the study shows how verbal and nonverbal actions iconically index aspects of Amazigh language ideologies, including linguistic purism, manifested through intricate forms of recontextualized lexical items, embodied gestures and voice features. The participants’ linguistic and non-linguistic practices provide insight into particular identity dimensions and complex social relations. The indexicalities of their utterances, which will be analyzed discursively, are better understood not only through consideration of the various semiotic resources such as embodiment, but also through discussion of specific histories of political and linguistic conflicts. The study as a whole relies on an interdisciplinary method to emphasize the political nature of language standardization and demonstrate the significant role of embodiment in language ideological research.

“Purement Amazigh”: investigating embodied ideologies and linguistic practices in Morocco