Standardising Fatherhood across Cultures: A Linguistic Approach to Studying the Communication of a New Global Company Policy in Multinational Corporations

A current trend in multinational corporations (MNCs) is a strong focus on diversity management in order to attract andretain talent. The present study investigates the linguistic manifestation and justification of a very recent company policyintended to facilitate this trend, viz., global paternity leave. The study aims to contribute to the linguistic turn inorganisational studies. As a theoretical point of departure, Corporate Communication, and specifically links betweenCorporate Social Responsibility (CSR) and Diversity Management communication are discussed. Concepts and tools fromtext linguistics are then applied to investigate the communication strategies employed when introducing the new familyleave policy in four MNCs headquartered in the UK and Norway, respectively. The material consists of a set of texts onglobal parental leave produced by the four companies. The linguistic analysis identifies similarities as well as differencesbetween the British and Norwegian companies in how the new global leave policy is presented. The findings alsodemonstrate a tension between focussing on the CSR efforts gender equality and inclusion in the justification of the newmeasure intended to support the MNCs’ diversity management efforts

Plurilingual communication in ELF talk. From exploration to application of ELF-oriented perspectives

Abstract – Speakers from different linguistic and cultural backgrounds have increasingly come into contact on a global scale and have adopted English as a contact language, a lingua franca, in contexts where the language is used for various communicative purposes. It is observed that multilingual speakers, belonging to different “linguacultural backgrounds” (Cogo, Dewey 2012), draw on a variety of linguistic repertoires which are dynamically and creatively exploited and modified during the interaction. As a consequence, innovative usage and forms emerge, therefore offering unique insights to researchers and scholars interested in the study of ELF communication. In the present paper, one aspect of ELF communication will be emphasized; the “accommodation” strategies employed by ELF speakers when they negotiate meaning. In particular, attention will be given to “repair strategies” (Kaur 2011) and “cognates” (Hülmbauer 2011) in ELF interactional practices. The aim is not only to show the “mutually supportive nature” (Seidlhofer 2001) of such strategies but also how the negotiation processes at work are responsible for new lingua franca usage. More in depth investigation into the underlying linguistic and cognitive processes which contribute to the meaning-making process in ELF communication will be suggested. Consequently, an enhanced knowledge of ELF interactional moves will provide new insights into ELT practices where the role of English as a lingua franca is largely underestimated (Dewey 2011). Awareness of ELF theoretical concepts and empirical findings will be useful to expand traditional language teaching horizons and language policies as well as reduce the gap between how teachers perceive language and communication and  how real communication in the global English world currently takes place. The need to re-examine traditional methodological practices will be therefore highlighted

A Computational Analysis of Volodymyr Zelenskyy\u27s Public Diplomacy Discourse in Times of Crisis

In this study, we delve into the public diplomacy discourse of Ukrainian President Volodymyr Zelenskyy during the ongoing crisis of the Russo-Ukrainian War. We aim to conduct a computational analysis of Zelenskyy\u27s English, Russian, and Ukrainian speeches, exploring the linguistic patterns and code-switching employed in his discourse. The study period encompasses Russia’s build-up to and full-scale invasion of Ukraine from May 2019 to May 30, 2023. This time frame is crucial as it captures the dynamic development of the crisis and the expansion of Zelenskyy\u27s presidency, providing a unique context for analyzing his public diplomacy efforts. By utilizing Linguistic Inquiry and Word Count (LIWC) software, we aim to uncover patterns and variations in Zelenskyy\u27s language use, examining how his communication strategies adapt to the evolving crisis. Specifically, we investigate the implications of Zelenskyy\u27s code-switching between English, Russian, and Ukrainian in shaping domestic and international perceptions. This study fills a significant gap in the existing literature by comprehensively analyzing Zelenskyy\u27s linguistic choices in times of crisis. It sheds light on the role of language and discourse in shaping public opinion, foreign policy, and leadership communication. By examining the specific linguistic patterns and code-switching strategies employed by Zelenskyy, we aim to provide a deeper understanding of his public diplomacy discourse’s impact on Ukraine’s global position. The findings of this research contribute to the broader discourse on global leadership, emphasizing the importance of linguistic considerations in the context of ongoing conflicts. By examining the nuances of Zelenskyy\u27s discourse and its implications, this study offers valuable 2 insights for scholars, policymakers, and diplomats interested in the intricate relationship between language, diplomacy, and crisis management. By addressing these gaps and providing a clearer statement of the research objective, contextual background of the crisis, mention of key findings, and highlighting the significance of the study, the abstract now offers a more comprehensive overview of the research conducted

Strategies in Communicating and Enforcing Covid-19 Measures: A Rhetorical Analysis

The emergence of the COVID-19 virus in late 2019 initiated a global crisis, leading to millions of infections and hundreds of thousands of deaths worldwide. Governments worldwide implemented various measures to curb the spread of the virus, including lockdowns, social distancing, and hygiene protocols. In response to these measures, leaders employed persuasive language techniques to encourage compliance and reassure citizens. This study explores the linguistic strategies used by four national leaders—Donald Trump, Vladimir Putin, Boris Johnson, and Uhuru Kenyatta—in their speeches addressing the COVID-19 pandemic. The analysis focuses on the rhetorical strategies employed, including ethos, logos, and pathos, as well as linguistic devices such as metaphors and enumeration. The findings of this study show that leaders strategically utilize persuasive language to convey information, evoke emotions, and inspire collective action. The study underscores the importance of understanding linguistic persuasion in effective communication during crises and highlights the relevance of classical rhetorical strategies in contemporary political discourse

Beyond Words: A Multimodal Approach to Translation Applied to Global Standardised Advertising Campaigns in International Women's Magazines

This thesis draws critically on approaches to globalisation, translation and advertising to analyse current translation practices using multimodal advertising texts. The purpose of this study is both to show evidence of the need to approach advertising translation from an interdisciplinary and intersemiotic perspective, and to remark on the need to incorporate such an approach into translation training and practice. It is developed in the broader context of globalisation and its impacts on socio-economic changes and cultural interaction worldwide. The intensification of global communications together with technological advances enhance the steady flow of knowledge and information, whilst at the same time there is a tendency to accentuate commonalities between cultures, clearly illustrated by standardised strategies used in global advertising campaigns. However, one key obstacle in the spread of standardised messages is language diversity, something that has caused translation to gain an active role in global advertising since it facilitates dialogue between global companies and international consumers; thus, translation has not only become an activity that overcomes linguistic and cultural barriers but also a commercial tool. This thesis focuses on the translation of advertisements as an intentional communication act that involves a team process into which translation may be integrated. Translation encompasses concepts that go beyond linguistic matters such as contextual issues and extralinguistic communication sign systems. The translation of advertisements is a growing area of study, with current research mainly limited to the study of linguistic matters. Consequently, in order to improve the accuracy and effectiveness of multimodal translations (text and images in this study) in a professional context, this research incorporates concepts and knowledge from visual analysis and advertising. This thesis suggests a multimodal method of analysis consisting of different phases integrating visual analysis as a part of the translation process. The 2 proposed methodology is illustrated by a corpus of Spanish-English pairs of standardised print advertisements from the beauty and cosmetics sector. The conclusion is that it is vital to consider the extralinguistic aspects surrounding a multimodal text from both a descriptive and critical perspective in order to read connotative information from words, images and the text-image unit. Translation training might also benefit from including this multimodal approach and further collaborative work must be done between translators and marketers to better understand and consolidate the role of translation in this area.University of Exete

Uncovering communication strategies used in language-discordant consultations with people who are migrants: Qualitative interviews with healthcare providers

Background: Global migration has led to a sharp increase in the number of language-discordant consultations (LDCs) in healthcare. Evidence on how healthcare providers (HCPs) meet migrant patients' needs while mitigating language barriers is lacking.Design: Using purposive and snowball sampling, we recruited twenty-seven Dutch HCPs (Mage = 45.07, SD = 11.46) and conducted semi-structured interviews to collect qualitative, open-ended data for identifying the communication strategies used with migrant patients in LDCs. We analysed the transcripts using deductive and inductive approaches (e.g., constant comparative method from Grounded Theory). Final pattern codes (i.e., key themes) were discussed among the research team until mutual agreement had been achieved.Results: Five key themes emerged from the analyses: HCPs often ‘got-by’ with (1) instrumental and (2) affective communication strategies used in language-concordant consultations to start medical consultations. When some instrumental communication strategies were deemed ineffective (e.g., lingua franca, gesturing, etc.) to bridge language barriers, HCPs turned to (3) incorporating digital tools (e.g., Google Translate). When HCPs were unable to communicate with migrant patients at all, (4) informal, ad-hoc and professional interpreters were involved. Finally, HCPs often (5) involved additional support to engage migrant patients to engage in treatment-related behaviours.Discussion and Conclusions: Our results highlight the importance of raising awareness among HCPs about using various combinations of different strategies. The development of a guideline indicating the optimal combination of communication strategies for different medical consultation goals may be useful in reshaping the current communication behaviour of HCPs in LDCs.Patient or Public Contribution: HCPs were the study population involved in this qualitative study. Refugee health advisors, general practitioners and linguistic specialists (i.e., members of the Right2Health consortium) with experience with the Dutch healthcare system were involved throughout the development of this research. This includes a review of the research question, participant information sheet and interview topic guide as well as providing interpretations of the data and feedback to this manuscript

Narrative and descriptive text revising strategies and procedures

Forty-eight children and forty-eight adults of contrasting degrees of expertise made a series of corrections in order to improve a text (narrative or description) in which three within-statement errors and three between-statement errors had been inserted. Subjects used a simplified word processor (SCRIPREV) which recorded all movements of linguistic units. The purpose of this research was to study revising strategies by examining the correction-sequencing procedures implemented by these subjects. The procedures, which were coded in the form of time series, were compared to the time series of model revising procedures (i.e. effective ones) representing three strategies based on certain predefined functional principles (linguistic level, execution order). The adults used two of these strategies. The Simultaneous Strategy for the narrative, and the Local-then-Global Strategy for the description. The children used the Local-then-Global Strategy for the narrative, but did not use any identifiable procedure to revise the description, which they did not manage to totally improve in the expected manner

Reflecting on English Lingua Franca today: Expanding scenarios and growing dilemmas. An overview with introductory notes

Introduction to the volume

Special Issue: Intercultural discourse in domain-specific English

This monographic issue focuses on intercultural communication in specialist fields and its realizations in English for specific purposes. The concept of interculturality on which this issue is built is rooted in discourse, in line with recent research on interaction in specialized domains. Indeed, language is approached here as inseparable from a given socio-cultural configuration – not merely consistent with it, but deeply involved in its construction of reality and its representations. From single phrases to generic patterns, linguistic constructs encode a culture-bound world view. The analysis of discourse often shows that texts are not only where cultures are built, but also where at times they are distorted, rejected or ignored