Dr. Brahim AIT LAAGUID

School of Arts & Humanities, Moulay Ismail University,
Meknes, Morocco

Amazigh has undertaken a remarkable course of renaissance, especially since the beginning of the twenty-first century; in 2001, the Royal Institute of the Amazigh Culture (IRCAM) was established, and in 2003, the language began to be taught in Moroccan primary schools, in 2010, an Amazigh TV channel was launched, and in 2011, the Amazigh language was constitutionalized. The current study sought to investigate Moroccans’ attitudes and views on Amazigh’s presence in media. A sample of 150 informants was selected to participate in an online questionnaire. Thematic analysis was specifically adopted to examine the survey data. The findings revealed that Moroccans generally have positive attitudes towards the presence of Amazigh in public and electronic media and are fairly satisfied with Amazigh media outlets in particular. Facebook was also viewed to be a fitting alternative to Amazigh’s weak institutional presence and use in public life, suggesting that this platform can significantly contribute to the promotion and development of the Amazigh language and culture. The study concludes that there is a shift in Moroccans’ attitudes towards Amazigh, given that previous research indicated that many Moroccans tend to hold negative perceptions of Amazigh.