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Language plays a central role in creating and sustaining the market
society-a society, that is, in which market exchange is no longer
simply a process, but an all-encompassing social principle. The
social domains affected include education, politics and religion.
Around the world, government departments have re-defined themselves
as service providers; universities produce graduates; job seekers
are asked to package themselves more effectively, and there are
consultants specializing in church marketing. And as individuals,
too, we are supposed to brand ourselves, sell ourselves and
strategically manage our personal relationships. Through an
intricate dialectic, such patterns of linguistic choices reinforce
the social structures that shape them, further consolidating the
marketization process. Marketization thus emerges as a globally
unfolding process in which language holds a key position as both
cause and effect, and as both subject and object. The book examines
these phenomena from a linguistic and critical perspective, drawing
on critical discourse analysis, sociological treatises of market
society, and critical management studies.
Language plays a central role in creating and sustaining the
market society-a society, that is, in which market exchange is no
longer simply a process, but an all-encompassing social principle.
The social domains affected include education, politics and
religion. Around the world, government departments have re-defined
themselves as service providers; universities produce graduates;
job seekers are asked to package themselves more effectively, and
there are consultants specializing in church marketing. And as
individuals, too, we are supposed to brand ourselves, sell
ourselves and strategically manage our personal relationships.
Through an intricate dialectic, such patterns of linguistic choices
reinforce the social structures that shape them, further
consolidating the marketization process. Marketization thus emerges
as a globally unfolding process in which language holds a key
position as both cause and effect, and as both subject and object.
The book examines these phenomena from a linguistic and critical
perspective, drawing on critical discourse analysis, sociological
treatises of market society, and critical management studies.
In spite of the day-to-day relevance of business communication, it
remains underrepresented in standard handbooks and textbooks on
applied linguistics. The present volume introduces readers to a
wide variety of linguistic studies of business communication,
ranging from traditional LSP approaches to contemporary
discourse-based work, and from the micro-level of lexical choice to
macro-level questions of language policy and culture.
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 Sami 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.
In spite of the day-to-day relevance of business communication, it
remains underrepresented in standard handbooks and textbooks on
applied linguistics. The present volume introduces readers to a
wide variety of linguistic studies of business communication,
ranging from traditional LSP approaches to contemporary
discourse-based work, and from the micro-level of lexical choice to
macro-level questions of language policy and culture.
The breadth and spread of corpus-assisted discourse studies (CADS)
indicate its usefulness for exploring language use within a social
context. However, its theoretical foundations, limitations, and its
epistemological implications must be considered so that we can
adjust our research designs accordingly. This Element focuses on
important meta-level questions around epistemology, while also
offering a compact guide to which corpus linguistic tools are
available and how they can contribute to finding out more about
discourse. This Element will appeal to researchers both new and
experienced, both within the CADS community and beyond.
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