1.Introduction
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1.1Researcher positionality
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1.2Bilingualism in business: What and why now?
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1.2.1Historical conditions and socio-economic transformations
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1.2.2Research aims and questions
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1.3A discursive and critical-sociolinguistic approach
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1.4Language commodification: The ‘thinginess’ of language
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1.5Structure of the book
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2.Language, power and political control in Wales
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2.1The welsh sociolinguistic and political context
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2.2Welsh language policy: Between normalisation and normativity
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2.2.1
Iaith Pawb (2003)
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2.2.2
Iaith Fyw (2012)
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2.2.3
Cymraeg 2050 (2017)
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2.3Bilingualism in business: Promoting the ‘Welsh Advantage’
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2.4Conclusion: Changing conditions for a bilingual Wales
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3.Towards a discursive approach to language policy
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3.1Language policy and ideology
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3.1.1Language policy as a heterogeneous field
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3.1.2Language ideologies, power and discourse
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3.1.3The nexus of language policy and ideology research
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3.2
Critical Discourse Studies (CDS)
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3.2.1Core orientations of CDS
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3.2.2Criticisms of CDS
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3.3A discursive approach to language policy
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3.4Conclusion
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4.How to operationalise a multi-level discourse analysis
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4.1The discourse-historical approach (DHA) as theory and method
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4.1.1Discourse, text, genre, context
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4.1.2Intertextuality, interdiscursivity and recontextualisation
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4.2Data and levels of analysis
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4.2.1Political and corporate policy texts
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4.2.2Questionnaire and interview study
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4.3Triangulation
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4.4Conclusion: Reflexivity in research practice
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5.Political and corporate language policy discourse: Shifting discourses across contexts
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5.1Genres: What kind of language policy texts?
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5.1.1National language policy
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5.1.2Corporate language policy
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5.2Discourse topics: What do the language policy texts say?
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5.3Discursive strategies and linguistic realisations
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5.3.1Language equality and choice as ideological manifestations
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5.3.2Welsh as a sociocultural resource
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5.3.3Welsh as an economic resource
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5.4Conclusion: The politics of commodified bilingualism
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6.Language policy, ideology and practice in Welsh business: Stakeholder perspectives
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6.1Language choice and marketing bilingualism
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6.2The perceived value of Welsh as an identity marker and asset
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6.3Corporate language policy as a tool of promotion and regulation
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6.4Explicit language policy mechanisms and bilingual language use
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6.5Conclusion: From positive attitudes to tokenistic usage
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7.
Managers’ local promotion of bilingualism in business
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7.1A linguistic marketplace for Welsh
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7.2Language choice and equivalence as ‘regulated’ freedoms
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7.3The (de)legitimacy of English
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7.4Language policy mechanisms as promotional and managerial tools
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7.5Ideological divides over the Welsh Language Measure
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7.6Conclusion: The market potential of bilingualism
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8.Conclusions: Taking stock of minority language policy in business
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8.1What type of bilingualism is aspired to?
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8.2What does the market potential of bilingualism do?
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8.3Implications and avenues for future research
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8.4Concluding remarks
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Appendices
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A.Transcription conventions
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B.Interview guide
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C.Sample Interview coding journal (atlas.ti)
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D.Web-based questionnaire
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