Publishing Partner: Cambridge University Press CUP Extra Wiley-Blackwell Publisher Login
amazon logo
More Info


New from Oxford University Press!

ad

Words in Time and Place: Exploring Language Through the Historical Thesaurus of the Oxford English Dictionary

By David Crystal

Offers a unique view of the English language and its development, and includes witty commentary and anecdotes along the way.


New from Cambridge University Press!

ad

Thesaurus of English Words and Phrases

By Peter Mark Roget

This book "supplies a vocabulary of English words and idiomatic phrases 'arranged … according to the ideas which they express'. The thesaurus, continually expanded and updated, has always remained in print, but this reissued first edition shows the impressive breadth of Roget's own knowledge and interests."


New from Brill!

ad

The Brill Dictionary of Ancient Greek

By Franco Montanari

Coming soon: The Brill Dictionary of Ancient Greek by Franco Montanari is the most comprehensive dictionary for Ancient Greek to English for the 21st Century. Order your copy now!


Academic Paper


Title: Localization in Globalization
Paper URL: http://ssrn.com/abstract=2018922
Author: Debaprasad Bandyopadhyay
Email: click here to access email
Homepage: https://independent.academia.edu/DebaprasadBandyopadhyay
Institution: Indian Statistical Institute
Linguistic Field: Discourse Analysis; Language Documentation; Philosophy of Language; Sociolinguistics
Abstract: This paper describes the impact of global language in so-called local languages in the context of economic globalization. Though there are attempts to solidify the geo-linguistic boundary of a single language, on, in the domain of business, the language has become glocal (=Global Local). Macluhann predicted that the ads in the electronic age would be silent to cope with the global plurilingualism. Though MRF-tires followed Mcluhannian dictum, quite contrary to his prediction, now-a-days we have seen so called "local" (or rather glocal) phenomena depicted in the ads. The ad-code is also a mixed code, reflecting the centre's language:yeH Hey right choice baby, “this is right choice baby”; dil mange more “([my] heart wants more); " Don’t be a bandOr (monkey); "kuch jada hi solid (something more sold) “Sprite bujhaye only pyas, baki all bakwas” "Sprite means only thirst, all the rest are nonsense.";jite woHi who tastes the thunder "S/he, who tastes the thunder, wins."; jo caHo Ho jay, Cocacola enjoy. "That happens, whatever you like....."taja Sas longer (fresh breath.....); Its for everyone: maHaraja or proja" Its for everyone: King or subject." Apart from such syntactic constructions, there are some mixed compound words: coolmal “cool damsel” (mal in Bangla or Hindi means “luggage” and the word is derogatorily used to refer young female. No one bothers about such insulting and male-chauvinist connotation of the ad) net-guru, multimedia-guru, neteS “best (inter-)net practitioner” etc.. The Hindi-elements in these ads are written in roman script and thus preserve the footmarks of Euro-centric “global” as well as sub-global (Hindi) phenomenon. It is not merely a cohabitation of languages, but encroachment of global superstratum into the sub-global substratum that ultimately encroaches sub-sub-global (=”local”).
Type: Individual Paper
Status: Completed
Publication Info: Frontier, Vol. 31, No. 40, pp. 12-15, 1999
URL: http://ssrn.com/abstract=2018922


Back
Add a new paper
Return to Academic Papers main page
Return to Directory of Linguists main page