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


New from Oxford University Press!

ad

The Vulgar Tongue: Green's History of Slang

By Jonathon Green

A comprehensive history of slang in the English speaking world by its leading lexicographer.


New from Cambridge University Press!

ad

The Universal Structure of Categories: Towards a Formal Typology

By Martina Wiltschko

This book presents a new theory of grammatical categories - the Universal Spine Hypothesis - and reinforces generative notions of Universal Grammar while accommodating insights from linguistic typology.


New from Brill!

ad

Brill's MyBook Program

Do you have access to Dynamics of Morphological Productivity through your library? Then you can by the paperback for only €25 or $25! Find out more about Brill's MyBook program!


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