Language Policy in Business

Discourse, ideology and practice

Author
ORCID logoElisabeth Barakos | University of Hamburg
HardboundAvailable
ISBN 9789027207609 | EUR 95.00 | USD 143.00
 
e-Book
ISBN 9789027260697 | EUR 95.00 | USD 143.00
 
Google Play logo
Language Policy in Business: Discourse, ideology and practice provides a critical sociolinguistic and discursive understanding of language policy in a minority language context. Focusing on Welsh-English bilingualism in private sector businesses in Wales, the book unpacks the circulating discourses, ideologies and practices of promoting bilingualism as a sociocultural and economic resource in the globalised knowledge economy. It sheds light on businesses as ideological sites for struggles over language revitalisation, which has been characterised by tensions and discursive shifts from essentialist ideologies about language, identity, nation and territory, to an increased commodification of bilingualism.
The book is premised on the understanding that language is a focal point for articulating and living out historical power relationships and inequalities, and that language policy processes are never apolitical. It adds to a body of literature about bilingualism in minority language contexts and, more broadly, about how the fields of politics, business and society are inextricably related.
Publishing status: Available
Table of Contents
“In developing a discursive approach to the promotion of Welsh in business, Barakos sheds light on the shifting dynamics of minority language policy processes as new actors, spaces, and discourses take on increasingly powerful roles in the production, interpretation, and realization of policy in the 21st century. This monograph will thus surely constitute a touchstone as the business world continues to emerge as a salient terrain for (research on) minority language revitalization.”
“A great strength of this monograph is the author’s consistent attention to her own positionality as a non-Welsh speaking researcher. She first alerts the reader to this fact and to her negotiation of her research circumstances at the outset of the book, thoroughly laying out the effects of her insider/outsider positionality. Throughout, Barakos also notes the partiality of not only her findings, but the findings of any research, which, she reminds us, never constitutes a “view from nowhere.” [...] Given the current scholarly interest in topics of governance and neoliberalism, labor and management, and language and branding, Barakos’s study provides useful avenues forward for students, researchers, and policymakers alike, within and well-beyond the Welsh context.”
“In developing a discursive approach to the promotion of Welsh in business, Barakos sheds light on the shifting dynamics of minority language policy processes as new actors, spaces, and discourses take on increasingly powerful roles in the production, interpretation, and realization of policy in the 21st century. This monograph will thus surely constitute a touchstone as the business world continues to emerge as a salient terrain for (research on) minority language revitalization.”
“The book unveils the tensions within this trend of conceptual transformation. [...] By illuminating these tensions, this case study on corporate language policy in Wales brings further implications beyond the immediate object of Welsh-English bilingualism. It highlights the critical position of corporates as actors mediating between (inter)national and local language policies, caught between linguistic revitalisation and commodification, purism and instrumentalism, and nationalism and neoliberalism.”
Subjects

Communication Studies

Communication Studies

Main BIC Subject

CFG: Semantics, Pragmatics, Discourse Analysis

Main BISAC Subject

LAN009030: LANGUAGE ARTS & DISCIPLINES / Linguistics / Pragmatics
U.S. Library of Congress Control Number:  2020028873