Mashing it up – Nash Nouchi

I admit this is a bad pun. But I wanted to talk about Nouchi, a popular register of Côte d’Ivoire, and my very knowledgeable friend Anne Schumann pointed me to Nash, a musician who has her own YouTube channel, Nash Nouchi. Here you can see Nash herself explaining the origins and functions of this register that mashes up and remixes the repertoires of young people in this West African country.

In Côte d’Ivoire, the taming of French, the colonial language, has a long tradition. This appropriation is evidenced in the long-established register français populaire d’Abidjan, which has turned into the Ivorian way of speaking French. Nouchi is not categorically distinct from français populaire, nor from metropolitan French. It is part of a constantly shifting linguistic continuum which speakers navigate skilfully. Nash’s diverse language use illustrates that Nouchi, counter some popular theories on the internet, is not, or not only, a register born out of communicative needs of youngsters without formal education and concomitant lack of mastery of French. Rather than being a deficit, it’s an outlet for creativity and openness, a badge of identity. Some of the Ivorian innovations associated with Nouchi are known all over the world, for instance gaou ‘country bumpkin’, which has been eternalised in Magic System’s Premier Gaou.

Gaou and other Ivorian specialities

Many Ivorians, like Nash, daily navigate social spaces that have room for different flavours of French, some that are closer to a monolingual boxed-in code, and some that are more inclined to let their multilingualism shine through. It is not surprising that Nouchi has become associated with popular culture, in particular with rap and hip hop. Here comes Nash again, with the song Fo pas me garer. Not only the song lyrics, but also the spelling of the title and words appearing in the video show how Nouchi crosses language boundaries: Fo pas me garer corresponds to “faut pas me garer” – ‘don’t park me’, in French. Aniwoula – “a ni wula” in standard Jula/Bambara orthography means ‘good morning’. The standard spelling of French is subverted by spelling it partly in spelling norms for national languages; but the national language Jula is spelled in French orthography – playful transgression.

I’m sharing a link to an article on Nouchi that gives you much more information on its origins, linguistic make up and genres. But beware: by the time you’ve downloaded and read it, Nouchi will have already moved on! In fact, it has been mashed up over and over again since the ink of the paper dried…

Béatrice Akissi Boutin, Jérémie Kouadio N’Guessan. Le nouchi c’est notre créole en quelque sorte, qui est parlé par presque toute la Côte d’Ivoire. Peter Blumenthal. Dynamique des français africains : entre le culturel et le linguistique, Peter Lang, 2015.