English in Macedonia

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The purpose of the present study was an account of the frequency of English elements in Macedonian commercial naming. Questions of the extent and creativity of English name use in relation to business types and Macedonian cities guided the research. The data were 9,548 entries from the online version of the Macedonian Yellow Pages. Results suggest English names were significantly more likely to be found in the capital than in all the other cities in Macedonia, and business enterprises related to leisure/entertainment/media. Orthographic, formative, and semantic types of creativity were identified in the processes of transliteration, word/phrase formation, and style. English is the most dominant foreign language used in commercial names because of its associations with globalization and modernity.

Section: Discussionmentioning

confidence: 99%

“…English in Macedonia belongs to the Expanding Circle of English spread (Dimova, 2005). English is not the medium of instruction in Macedonian public schools, but it has become the most prominent foreign language and the link language in the wider Balkan area and Europe (Dimova, 2005).…”

Section: English Names Of Businesses In Macedoniamentioning

confidence: 99%

English in Macedonian commercial nomenclature

Dimova

2008

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“…Berns (1990) adds that English also assumes the imaginative function in the Expanding Circle countries—countries where English is used as a foreign language—in non‐literary works through creative adoption and nativization of borrowed Anglicisms. English's innovative function has been analyzed in different domains—legal terminology (Berns 1990), information technology (Dimova 2005; 2007), and pop culture (Lee 2007), to name a few. The focus, however, has mainly been placed on English innovation in television and print advertisement.…”

Section: Introductionmentioning

confidence: 99%

English in Macedonian television commercials

Dimova¹

2012

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Code-switching to English in non-English commercials has become a popular practice because it is associated with power, prestige, and modernism. For that reason, the purpose of the present study is to investigate the creativity of English use in Macedonian TV advertising as a site for active linguistic contact. Based on four commercials, the study explores how the narrative, musical, and visual aspects of TV commercials enhance the imaginative function of English in the Macedonian advertizing context. Findings suggest that commercials' intermediality allows for parallel and complementary usage of Macedonian and English to complete the message of the commercial. In some cases, Macedonian narration disambiguates the English name of the product, and in other, English song lyrics support the visual representation of the local context. Furthermore, English borrowing is also inter-generic, which means the choice of English is due to its identification with the genre to which the advertisement refers. Finally, English is not simply inserted into commercials to attract attention or address international consumers. Instead, it becomes a resource for lexical and semantic creativity and a tool for molding products' and consumers' identities. In the process of this identity development, English itself is changed to reflect local characteristics.

“…A number of empirical studies (Ciscel, 2002; Dimova, 2005; Dushku, 1998; Fonzari, 1999; Petzold and Berns, 2000) have investigated the new status of English in post‐communist countries. Yet the functions and spread of English in post‐Soviet Central Asia, particularly in Uzbekistan, still remain unexplored.…”

Section: Introductionmentioning

confidence: 99%

Broadening the boundaries of the Expanding Circle: English in Uzbekistan

Hasanova

2007

The sociopolitical and economic changes that have taken place in Eastern Europe, the Balkans and Central Asia since the downfall of the Soviet Union have greatly expanded the number of English users in Uzbekistan. In view of the increasing role of English in different domains, this paper aims to illustrate the role and functions of English with regard to its users and uses in this formerly Soviet country. The study used Kachru's (1985) framework of functional allocation of English within the sociocultural context of Uzbekistan as a framework to examine the instrumental, interpersonal and imaginative functions of English in this country. The findings of the study show that, while English has not achieved deep social penetration in Uzbekistan, its roles and functions in educational and social domains have been increasing rapidly due to the favorable attitudes of Uzbek people toward English and the unique role of English in the international arena.