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The Language Management Approach

A Focus on Research Methodology


Edited By Lisa Fairbrother, Jiří Nekvapil and Marián Sloboda

The chapters in this volume reflect the variety of methods that researchers have recently applied in their investigations of "behavior toward language", or language management. The innovative methods introduced in the volume will appeal to researchers interested in different types of introspective interview methodology and discourse analysis, and to those looking for ways of linking language policy to everyday social interactions. The broad spectrum of themes taken up by the authors include the practices of language cultivation agencies, the use of first and second languages in educational contexts, attitudes toward language varieties, the use of language in immigrant communities, and the processes underlying literary criticism.

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The focus group discussion as a source of data for language management research: Discussing the use of non-standard language on television (Kamila Mrázková)


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Kamila Mrázková

The focus group discussion as a source of data for language management research: Discussing the use of non-standard language on television

Abstract This chapter is based on the re-analysis of data elicited using focus group discussions which were originally recorded to study attitudes towards language and language ideologies. Participants in several focus groups were asked to listen to and comment on several samples of TV programs where both standard and non-standard Czech (= Common Czech) were spoken. The data obtained through this research are utilized for a LMT-based analysis of the Czech language situation simultaneously from two different perspectives: (1) as a manifestation of the participants’ attention towards language, revealed through the analysis of what they note and evaluate; (2) as an instance of a conversation like any other, in which participants manage their behavior towards language in interaction with other interlocutors and sometimes also make claims about their language management.

The elicited data serve as evidence of both the simple and organized language management taking place in the Czech speech community, as well as of the Czech language situation today. One of the substantial findings is that evaluations of Common Czech differ according to the native dialects of the participants. This difference is revealed not only in their evaluations, but is also manifested in their noting behavior. The participants whose native dialect is not Common Czech are more sensitive to the Common Czech spoken on TV: they noted...

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