The presence of plurilingual practices involving the mixing of local and other languages is widely attested in advertising, mainly with English but also with other languages. Globalization processes have contributed to the global spread of English, but also to the blurring of linguistic and cultural boundaries, with translanguaging and transcultural practices becoming increasingly common. This study provides an investigation of print advertisements from a corpus collected from 2011 to 2018 from Italian magazines. We look at the presence of English and other languages across the dataset, focusing above all on processes of cross‐linguistic creativity exploiting English, English and Italian, as well as other languages.
International business communication is sometimes perceived as being culture-neutral; however, the speakers’ linguacultural repertoires may be exploited as communicative resources in English as a Business Lingua Franca (BELF) interactions. Indeed, plurilingual phenomena can be inscribed in a view of ELF communication that sees such practices as a potential asset in intercultural communication. Multicultural competence – which may include the exploitation and integration of other linguacultures – alongside BELF competence and business-specific knowledge is identifiable as an essential skill for successful interactions on the workplace. This paper aims at exploring the domain of internationally oriented business communication in English by analyzing naturally occurring data of workplace interactions involving non-native speakers of English. Specifically, the analysis will look at how non-English linguistic and cultural elements are incorporated in ELF talk in business contexts. The Professional Business section of the VOICE corpus will be analyzed to this purpose through a qualitative approach in order to shed light on the functions of L1 and LN (other languages) cultural and linguistic elements in BELF interactions and their role in conducting successful business transactions.
The study of the linguistic landscape has seen a growing interest in recent years, focusing on written information publicly available in a given territory, city or area (Landry & Bourhis 1997). English is widely present in the linguistic landscape worldwide (e.g. Cenoz & Gorter 2006, 2008; Shohamy & Gorter 2009; Shohamy et al. 2010), often in its lingua franca role (Bruyèl-Olmedo & Juan-Garau 2009), and Italy appears to be no exception (Ross 1997; Schlick 2003; Griffin 2004; Gorter 2007; Coluzzi 2009).This paper investigates examples of lexical inventiveness involving English in a set of data gathered in the linguistic landscape of some cities and towns in Veneto (Northern Italy), each with different though complementary contextual characteristics. Signs containing English, either monolingually or in combination with Italian, were selected and analysed as to lexical creativity, as well as semantic shifts/extensions. The data shows that English is often employed both in monolingual and in hybrid/bilingual processes at several linguistic levels, from orthography to word-formation (Huebner 2006), testifying to its pervasive presence in expanding circle contexts, either as a (globalized) symbol of modernity or in appropriating linguistic practices. Keywords: English in the linguistic landscape; lexical inventiveness; word-formation; English and local languages; English as a Lingua Franca
The academic community has relied on English as its working language in official settings such as international conferences and publications for a long time. University internationalization has thus fostered the use of English as a language of international communication among students and staff, particularly in face-to-face interaction. This paper explores spoken multiparty interaction among non-native speaker students and teachers engaging in academic discourse (i.e., seminars, group work), and aims at investigating the role of idiomatic language in such settings by examining data drawn from the ELFA (English as a Lingua Franca in Academic Settings) and SELF (Studying in English as a Lingua Franca) corpora, compiled in Helsinki (Mauranen ; Mauranen et al. 2010). Data analysis focuses on the identification of potential ELF-distinctive patterns involving idiomatic language. The research attempts to determine whether idiomatic items appear as the pivotal elements in problemsolving sequences and to identify other idiom-related communication strategies, as well as describe the social functions they fulfill in cross-cultural academic interactions. Attention is also paid to the issues of idiomatic variation and creativity (Pitzl 2009) as well as unilateral idiomaticity (Seidlhofer 2009), that is, how figurative language may challenge the successful achievement of cross-cultural communicative acts.Abstract: Fin dal secondo dopoguerra, la comunità accademica ha fatto affidamento sull'inglese come lingua di comunicazione in contesti internazionali quali * I would like to thank everyone who contributed to this paper, especially professor Anna Mauranen and the department of Modern Languages at the University of Helsinki, for hosting me for a semester, and the two anonymous reviewers who commented on an earlier version of this article for their valuable thoughts and suggestions.Brought to you by | New York University Bobst Library Technical Services Authenticated Download Date | 5/30/15 3:07 PM 76 Valeria Franceschi conferenze, convegni e pubblicazioni scientifiche. L'internazionalizzazione dell'educazione terziaria ha favorito la penetrazione dell'inglese a livello capillare e il suo uso nelle interazioni tra studenti e docenti, particolarmente nella dimensione orale. Questo saggio si propone di analizzare le funzioni che il linguaggio idiomatico svolge all'interno di contesti accademici (seminari, lavori di gruppo) che coinvolgono studenti e docenti, prendendo in esame dati tratti dai corpora ELFA (English as a Lingua Franca in Academic Settings) e SELF (Studying in English as a Lingua Franca), entrambi compilati all'università di Helsinki (Mauranen 2003(Mauranen , 2006(Mauranen , 2010Mauranen et al. 2010). L'analisi dei dati si concentra sull'identificazione di potenziali pattern peculiari alla comunicazione in contesti ELF nell'uso del linguaggio idiomatico, allo scopo di investigare la presenza di elementi idiomatici come motore risolutivo di difficoltà nella negoziazione del significato, oltre che individuare ulterio...
Recent changes in Higher Education (HE) approaches to content delivery, coupled with breakthroughs in the Information and Communications Technology field, have led to a whole new multimodal approach to teaching (Jewitt, C. 2009). In: Jewitt, C. (Ed.), The Routledge handbook of multimodal analysis. Routledge, London & New York; Jewitt, C. (2013). Multimodal methods for researching digital technologies. In: Jewitt, C. and Brown, B. (Eds.), The SAGE handbook of digital technology research. Sage, London, pp. 250–265; Kress, G. and van Leeuwen, T. (2001). Multimodal discourse. Bloomsbury Academic, London). Multimodality in language teaching increasingly draws on multiple channels of communication and not simply text on a page. Multimodal awareness and competence are also paramount in intercultural and interpersonal communication, which has become increasingly common in today’s global workplace. Through the description of the activities implemented in the English for Professional Purposes (EPP) course entitled English for the World of Work, held at the University of Verona, we will illustrate our multimodal, EPP framework based on Littlewood’s learning continuum, which ranges from analytical study to experiential practice (2014). Our principal aim, however, is to highlight ways in which the didactic framework fosters an awareness of and competence in key areas such as multimodal competence and intercultural awareness as skills required for effective communication in today’s world of work.
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