Language and the Market

Market forces are widely acknowledged to be at the heart of globalizing forces, and any consideration of how globalization affects language and vice versa requires an in-depth examination of the relationship between languages and markets. Despite this, the disciplines of sociolinguistics and applied linguistics have an uneasy relationship with markets. The hegemony of market processes and their negative outcomes has, it could be argued, become a commonsense assumption in the academic treatment of the subject. The aim of the current volume is to challenge this assumption. The book takes the market as its common starting point, and examines, in a large number of individual contributions, the sociolinguistic inputs and fall-out from market processes, using a variety of different methodological approaches and various contexts and case studies. These cases range from a call centre in India to an industrial development agency in the Irish-speaking Gaeltacht, with genres ranging from Sámi rap music to corporate mission statements. The book is intentionally interdisciplinary, including perspectives from management and economics, media and communications studies, applied linguistics, sociolinguistics, ethnography, and cultural studies.

Autorentext

CLAIRE COWIE is Lecturer in Linguistics and English Language, University of Edinburgh, UK DANIEL CUNLIFFE is a Senior Lecturer in Multimedia Computing and leads the Computing and Minority Languages Group within the Faculty of Advanced Technology at the University of Glamorgan, UK LOULOU EDELMAN is at the Centre for Language and Communication, University of Amsterdam, The Netherlands BETSY E. EVANS is an Assistant Professor of Linguistics, Department of Linguistics, University of Washington, Seattle, USA POUL ERIK FLYVHOLM JØRGENSEN is Associate Professor, Centre for Corporate Communication, Aarhus School of Business, University of Aarhus, Denmark DURK GORTER is Ikerbasque Research Professor, Faculty of Education, University of the Basque Country, San Sebastian, Spain BRITT-LOUISE GUNNARSSON holds the Chair in Sociolinguistics, Uppsala University, Sweden MANEL HERAT is a Lecturer in English Language and Linguistics, Liverpool Hope University, UK SUZANNE K. HILGENDORF is Associate Professor of Linguistics, Simon Fraser University, Canada MARIA ISAKSSON is Associate Professor, Norwegian School of Management, Norway GAVIN JACK is Reader in Culture and Consumption at the School of Management, University of Leicester, UK VERONIKA KOLLER is Senior Lecturer in English Language, Department of Linguistics and English Language, Lancaster University, UK SIRPA LEPPÄNEN is Professor of English, Department of Languages, University of Jyväskylä, Finland BEATRIZ P. LORENTE isa Lecturer in the Language and Communication Centre, School of Humanities and Social Sciences, Nanyang Technological University, Singapore ELIZABETH MARTIN is Assistant Professor of French, Department of World Languages and Literatures, California State University, San Bernardino, USA LINDA McLOUGHLIN is pathway leader in English Language and Linguistics, Liverpool Hope University, UK HEIKO MOTSCHENBACHER is Postdoctoral Research Assistant, Linguistics Department, Institute of English and American Studies, Frankfurt University, Germany NICH PEARSON (retired) was the Director of the Welsh Consumer Council until 2007 SARI PIETIKÄINEN is a Professor of Discourse Studies, Department of Languages, University of Jyväskylä, Finland SARAH RICHARDS is a Senior Policy Officer at the Welsh Consumer Council JAMIE SHINHEE LEE is Assistant Professor of Linguistics, University of Michigan-Dearborn, USA JOHN WALSH is Lecturer in the School of Irish, National University of Ireland, Galway, Republic of Ireland

Inhalt
List of Tables and Figures Acknowledgements Notes on Contributors Introduction: H.Kelly-Holmes & G.Mautner PART I: THEORISING LANGUAGE AND THE MARKET Language(s) and the Market: Theoretical and Empirical Work from a Management Perspective; G.Jack Markets and Language(s): The Sociolinguistic Perspective; H.Kelly-Holmes PART II: LANGUAGE, THE MARKET AND EMPLOYMENT 'Anyone doing something phonetic can attract business these days' The Demand and Supply of Accents in the Indian Call Centre Industry; C.Cowie Packaging English-speaking Products: Maid Agencies in Singapore; B.P.Lorente Recruiting the Best: English, Job Adverts and the Private Job Market in Sri Lanka; M.Herat & L.McLoughlin English and the Global Market: The Impact in the German Business Domain; S.K.Hilgendorf PART III: COMMERCIAL MULTILINGUALISM Language Policy and Multilingual Advertising in France: E.Martin Linguistic Landscapes and the Market; L.Edelman & D.Gorter Commodified English in East Asian Internet Advertising; J.S.Lee PART IV: REVITALISATION AND THE MARKET From Industrial Development to Language Planning: The Evolution of Údarás na Gaeltachta; J.Walsh E-Commerce and Minority Languages: A Welsh Perspective; D.Cunliffe, N.Pearson & S.Richards Urban Rap goes to Artic Lapland: Breaking Through and Saving the Endangered Inari Sámi Language; S.Leppänen & S.Pietikäinen PART V: IDEOLOGIES, MARKETS AND LANGUAGES English as Official State Language in Ohio: Economy Trumps Ideology; B.E.Evans Multilingualism within Transnational Companies: An Analysis of Company Policy and Practice in a Diversity Perspective; B.L.Gunnarsson Raising Language Awareness or Reinforming Monolingual Norms? A Study of International Marketing Textbooks; H.Kelly-Holmes Speaking Commercial Femininities and Masculinities: Advertising Language in Cosmopolitan and Men's Health Magazine; H.Motschenbacher PART VI: CORPORATE DISCOURSES The Spread of Corporate Discourse to Other Social Domains; G.Mautner The Rhetoric of CorporateMission Statements: Virtues and Emotions for the Market; M.Isaksson & P.E.F.Jørgensen The Integration of Other Social Domains into Corporate Discourse: The Case of Political Metaphors; V.Koller PART VII: CONCLUSION Language and the Market: Approaches, Actors and Agendas; G.Mautner References Index