Language and the Market

CLAIRE COWIE is Lecturer in Linguistics and English Language, University of Edinburgh, UK DANIEL CUNLIFFE is a Senior Lecturer in Multimedia Computing and leads the Computing and Minority Languages Group within the Faculty of Advanced Technology at the University of Glamorgan, UK LOULOU EDELMAN is at the Centre for Language and Communication, University of Amsterdam, The Netherlands BETSY E. EVANS is an Assistant Professor of Linguistics, Department of Linguistics, University of Washington, Seattle, USA POUL ERIK FLYVHOLM JA RGENSEN is Associate Professor, Centre for Corporate Communication, Aarhus School of Business, University of Aarhus, Denmark DURK GORTER is Ikerbasque Research Professor, Faculty of Education, University of the Basque Country, San Sebastian, Spain BRITT-LOUISE GUNNARSSON holds the Chair in Sociolinguistics, Uppsala University, Sweden MANEL HERAT is a Lecturer in English Language and Linguistics, Liverpool Hope University, UK SUZANNE K. HILGENDORF is Associate Professor of Linguistics, Simon Fraser University, Canada MARIA ISAKSSON is Associate Professor, Norwegian School of Management, Norway GAVIN JACK is Reader in Culture and Consumption at the School of Management, University of Leicester, UK VERONIKA KOLLER is Senior Lecturer in English Language, Department of Linguistics and English Language, Lancaster University, UK SIRPA LEPPA NEN is Professor of English, Department of Languages, University of Jyvaskyla, Finland BEATRIZ P. LORENTE is a Lecturer in the Language and Communication Centre, School of Humanities and Social Sciences, Nanyang Technological University, Singapore ELIZABETH MARTIN is Assistant Professor of French, Department of World Languages and Literatures, California State University, San Bernardino, USA LINDA McLOUGHLIN is pathway leader in English Language and Linguistics, Liverpool Hope University, UK HEIKO MOTSCHENBACHER is Postdoctoral Research Assistant, Linguistics Department, Institute of English and American Studies, Frankfurt University, Germany NICH PEARSON (retired) was the Director of the Welsh Consumer Council until 2007 SARI PIETIKA INEN is a Professor of Discourse Studies, Department of Languages, University of Jyvaskyla, Finland SARAH RICHARDS is a Senior Policy Officer at the Welsh Consumer Council JAMIE SHINHEE LEE is Assistant Professor of Linguistics, University of Michigan-Dearborn, USA JOHN WALSH is Lecturer in the School of Irish, National University of Ireland, Galway, Republic of Ireland

Market forces are widely acknowledged to be at the heart of globalizing forces, and any consideration of how globalization affects language and vice versa requires an in-depth examination of the relationship between languages and markets.Market forces are widely acknowledged to be at the heart of globalizing forces, and any consideration of how globalization affects language and vice versa requires an in-depth examination of the relationship between languages and markets. Despite this, the disciplines of sociolinguistics and applied linguistics have an uneasy relationship with markets. The hegemony of market processes and their negative outcomes has, it could be argued, become a commonsense assumption in the academic treatment of the subject. The aim of the current volume is to challenge this assumption. The book takes the market as its common starting point, and examines, in a large number of individual contributions, the sociolinguistic inputs and fall-out from market processes, using a variety of different methodological approaches and various contexts and case studies. These cases range from a call centre in India to an industrial development agency in the Irish-speaking Gaeltacht, with genres ranging from Sámi rap music to corporate mission statements. The book is intentionally interdisciplinary, including perspectives from management and economics, media and communications studies, applied linguistics, sociolinguistics, ethnography, and cultural studies.