History v. marketing
Keywords as a clue to disciplinary epistemology
We present the findings of an introductory study of keywords across two disciplines, i.e. history and marketing, focusing on terms that bring insights into disciplinary epistemology. The study relies on two comparable corpora (2.5 million words each) comprised of history and marketing research articles respectively. We comparatively investigate the collocational patterns of keywords, focussing in particular on one of their most frequent collocates i.e. reporting verbs. Our quantitative and qualitative keyword analysis points to differing collocations for history and marketing, but it validates the assumption that keywords may serve as effective clues to the epistemology of a discipline with a view to its agentive subjects, objects and research procedures defining the construction of knowledge in specific contexts.
Cited by (3)
Cited by three other publications
De Cock, Sylvie & Sylviane Granger
2021.
Stance in press releases versus business news: a lexical bundle approach.
Text & Talk 41:5-6
► pp. 691 ff.
Chen, Lidan
2018.
Use Corpus Keywords to Design Activities in Business English Instruction. In
Emerging Technologies for Education [
Lecture Notes in Computer Science, 11284],
► pp. 234 ff.
Pojanapunya, Punjaporn & Richard Watson Todd
2018.
Log-likelihood and odds ratio: Keyness statistics for different purposes of keyword analysis.
Corpus Linguistics and Linguistic Theory 14:1
► pp. 133 ff.
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