In this context not only the specialized lexis is analysed, but rather the ways in which different geo-political cultures construe, manifest and establish their identities. Although it is difficult to classify pragmatic usages of language, the six chapters in the first section deal with language and culture following a genre-based approach, whereas the six chapters of the second section specifically consider corporate identity in intercultural interactions.
This volume, which aims to avoid stereotypes and promote mutual understanding, is the offspring of a two-day seminar as part of the 10th ESSE (European Society for the Study of English) Conference, held in Turin, August 2010.
VANESSA LEONARDI / IRINA KHOUTYZ Teaching Intercultural Business Communication Strategies in an Increasingly Globalized World 279
VANESSA LEONARDI / IRINA KHOUTYZ1 Teaching Intercultural Business Communication Strategies in an Increasingly Globalized World 1. Globalization and its impact on foreign language teaching The issue of including intercultural communication teaching in foreign language teaching is a vital element in an increasingly multinational, multilingual and multicultural world. Nowadays, globalization and regionalization go hand in hand: while the growing tendency among government representatives is to communicate in their native languag- es, international companies are increasingly advertising and commu- nicating in foreign languages. The term ‘globalization’ typically refers to economic phen- omena, but the impact of globalization is much wider socially, cultu- rally and linguistically. Fairclough (2006) mentions three levels which allow us to observe transformations within societies, namely 1) social structures, 2) social practices and 3) social events. All of them demon- strate changes induced by globalization: Social change includes change in the character of social events, in social prac- tices and the networking of social practices and (in the long run) social struc- tures; and in so doing it includes change in the character of texts, in orders of discourse and (in the long run) in languages. […] When a particular social ent- ity (e.g. a particular nation-state) is subject to globalization processes, we can expect change in its institutions and organizations, i.e. change in its social 1 The present research was conducted jointly by both authors. Vanessa Leonardi wrote sections 1 and 4 whereas Irina Khoutyz wrote sections 2 and 3. Refer- ences to Italians and the Italian culture in...
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