In:Language Policy in Business: Discourse, ideology and practice
Elisabeth Barakos
[Discourse Approaches to Politics, Society and Culture 89] 2020
► pp. v–viii
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Published online: 20 November 2020
https://doi.org/10.1075/dapsac.89.toc
https://doi.org/10.1075/dapsac.89.toc
Table of contents
List of figures
ix
List of tables
xi
List of abbreviations
xiii
Acknowledgements
xv
1.Introduction
1
1.1Researcher positionality
3
1.2Bilingualism in business: What and why now?
5
1.2.1Historical conditions and socio-economic transformations
5
1.2.2Research aims and questions
7
1.3A discursive and critical-sociolinguistic approach
9
1.4Language commodification: The ‘thinginess’ of language
12
1.5Structure of the book
16
2.Language, power and political control in Wales
19
2.1The welsh sociolinguistic and political context
19
2.2Welsh language policy: Between normalisation and normativity
23
2.2.1
Iaith Pawb (2003)
26
2.2.2
Iaith Fyw (2012)
27
2.2.3
Cymraeg 2050 (2017)
28
2.3Bilingualism in business: Promoting the ‘Welsh Advantage’
29
2.4Conclusion: Changing conditions for a bilingual Wales
33
3.Towards a discursive approach to language policy
35
3.1Language policy and ideology
35
3.1.1Language policy as a heterogeneous field
35
3.1.2Language ideologies, power and discourse
38
3.1.3The nexus of language policy and ideology research
41
3.2
Critical Discourse
Studies (CDS)
43
3.2.1Core orientations of CDS
44
3.2.2Criticisms of CDS
46
3.3A discursive approach to language policy
47
3.4Conclusion
48
4.How to operationalise a multi-level discourse analysis
51
4.1The discourse-historical approach (DHA) as theory and method
51
4.1.1Discourse, text, genre, context
53
4.1.2Intertextuality, interdiscursivity and
recontextualisation
54
4.2Data and levels of analysis
56
4.2.1Political and corporate policy texts
56
4.2.2Questionnaire and interview study
60
4.3Triangulation
62
4.4Conclusion: Reflexivity in research practice
63
5.Political and corporate language policy discourse: Shifting discourses across contexts
65
5.1Genres: What kind of language policy texts?
65
5.1.1National language policy
66
5.1.2Corporate language policy
68
5.2Discourse topics: What do the language policy texts say?
72
5.3Discursive strategies and linguistic realisations
74
5.3.1Language equality and choice as ideological
manifestations
74
5.3.2Welsh as a sociocultural resource
82
5.3.3Welsh as an economic resource
86
5.4Conclusion: The politics of commodified bilingualism
93
6.Language policy, ideology and practice in Welsh business: Stakeholder perspectives
95
6.1Language choice and marketing bilingualism
95
6.2The perceived value of Welsh as an identity marker and asset
100
6.3Corporate language policy as a tool of promotion and
regulation
105
6.4Explicit language policy mechanisms and bilingual language
use
111
6.5Conclusion: From positive attitudes to tokenistic usage
114
7.
Managers’ local promotion of
bilingualism in business
117
7.1A linguistic marketplace for Welsh
117
7.2Language choice and equivalence as ‘regulated’ freedoms
124
7.3The (de)legitimacy of English
130
7.4Language policy mechanisms as promotional and managerial
tools
133
7.5Ideological divides over the Welsh Language Measure
135
7.6Conclusion: The market potential of bilingualism
138
8.Conclusions: Taking stock of minority language policy in business
141
8.1What type of bilingualism is aspired to?
143
8.2What does the market potential of bilingualism do?
147
8.3Implications and avenues for future research
150
8.4Concluding remarks
155
References
157
Appendices
179
A.Transcription conventions
179
B.Interview guide
179
C.Sample Interview coding journal (atlas.ti)
181
D.Web-based questionnaire
182
Index
191
