Language being one of the most evident and powerful ‘markers’ of cultural identity, discourse and text are sites where cultures are both constructed and displayed and where identities are negotiated. The approaches to the analysis of culture and identity adopted here to account for the multifaceted realisations of cultural identities in the texts and documents taken into consideration span from multimodality, to discourse and genre analysis, to corpus linguistics and text analysis. The volume then offers a varied picture of approaches to the scientific enquiry into the multifaceted manifestations of identity in and across national, professional, and disciplinary cultures.
Towards the Study of Drifts in the Priming of Anglicisms in Business Communication: Sara Laviosa
Towards the Study of Drifts in the Priming of Anglicisms in Business Communication
Anglicisms constitute a linguistic and socio-cultural phenomenon that is directly linked to the present status of English as the language of global communication. In recent years, the study of the influence of English on other European languages has attracted the interest of a growing number of scholars, particularly in view of the rapidly changing physiognomy of an enlarged Europe, where the need to harmonize a national with a transnational identity is intimately related to the promotion of multilingualism, cultural diversity, mutual intelligibility and cultural unity. The new challenge of reconciling the role of English as a European lingua franca with the EU commitment to cultural and linguistic diversity stems from the dynamic interrelationship between language and the construction of cultural identities. In this regard, David Graddol (1997, in Jenkins 2003: 204) observes that, as English plays an increasingly important role in providing a vehicular language for international communication, it simultaneously forms the basis for constructing cultural identities, thus encouraging the development of local linguistic forms and hybrid varieties. This is an issue of concern for both mother tongue speakers of English, who fear that standard usage may not be maintained in the future, and for speakers of European languages, particularly those spoken by smaller numbers of people, who fear that the dominant Anglo-American norms may threaten the uniqueness of their language and social identities (Anderman and Rogers...
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