Publication details [#65927]

O'Rourke, Bernadette and Sara Brennan. 2019. Commercialising the cúpla focal: New speakers, language ownership, and the promotion of Irish as a business resource. Language in Society 48 (1) : 125–145.
Publication type
Article in journal
Publication language
Language as a subject
Place, Publisher
Cambridge University Press


This paper uses ethnographic fieldwork in two Irish towns to explore the mobilisation of the Irish language as a business resource by novel speakers of Irish. It checks how local community-level Irish language promotion organisations have executed initiatives to specifically foster the employment of Irish in business, mainly as visual commercial engagement with the language paired with the usage of the cúpla focal.