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Multilingualism on the World Wide Web
Transcript of Multilingualism on the World Wide Web
World Wide Web Methodology the data Background Globalism and Multilingual advertising World Englishes Internet use and multilingualism??? how are the discursive strategies of advertising reproduced in websites?
how do Internet users create "creative texts that are once global and local?"
how does language function to build a global and local Internet community? advertising operates on cultural stereotypes (Piller 2001, Kelly-Holmes 1998 & 2000)
Global media is controlled by Western discourse traditions and capitalism (Kelly-Holmes 1998 & 2000, Wei & Kolko 2005)
Globalism is potentially threatening to multilingualism and minority languages English communities create "creative texts that are at once global and local" (Bhatt 2010)
English is used as a TOOL, various English communities compete for their own distinctive symbolic power.
Sample of approx. 30 German-English bilingual pages from Google.de.
Sites grouped into youth, art and fashion with some recognized overlap.
Bahktinian framework (heteroglossia) modeled after Piller's study on German-English bilingual advertisements.
Elitism: reproduced in youth sites in terms of exclusivity