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New Insights into Slavic Linguistics

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Edited By Jacek Witkos and Sylwester Jaworski

This volume presents a number of contributions to the 2013 Annual Meeting of the Slavic Linguistics Society held in Szczecin, Poland, October 26–28. The largest number of articles address issues related to the (morpho)syntactic level of language structure, and several papers describe results of recent research into different aspects of Slavic linguistics as well. The current volume proves conclusively that Slavic linguists make a remarkable contribution to the development of various theoretical frameworks by analysing linguistic evidence from richly inflected languages, which allows them to test and modify contemporary theories and approaches based on other types of data.
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Language Practices of Pride and Profit: The Tourist Landscape of L’viv, Ukraine

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Alla Nedashkivska

University of Alberta, Edmonton

1. Introduction

The study focuses on language practices in Ukraine and how they adapt to new economic conditions, thereby shifting the perception and function of language as the primary marker of national identity and community, to viewing language with regards to global interests and new market conditions. One sector of the rapidly developing economy, in which language plays a central role, is tourism.

The tourism industry is an area that represents a crossroads between authenticity and local ideology, with significant global, international and commercial interests, as well as the concerns of a new economy. In this new globalized market, in which the tourism industry is a prominent player, language can act as a resource, a product and a commodity (Heller 2003, 2010).

The tourism industry is also one of the less studied sociolinguistic areas in which social and economic transformations of language and language users are vivid, specifically with respect to language commodification processes. Turlow and Jaworski (2003), Jaworski and Turlow (2004) and Heller (2008) address the influence of nationality and national identity in tourism discourse. Language and tourism as a global cultural industry is discussed by Jaworski and Pritchard (2005) and Turlow and Jaworski (2010). Jaworski and Turlow (2010) study ways in which language and other semiotic materials are moved and exchanged in the tourist discourse, focusing on language commodification and its dislocation in global capitalism.

With respect to Ukraine, as...

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