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Chapter 7. Language diversity management on corporate websites

  • Patchareerat Yanaprasart , Thiresia Choremi and Filippo Gander
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Exploring the Dynamics of Multilingualism
This chapter is in the book Exploring the Dynamics of Multilingualism

Abstract

The issues addressed in this contribution raise the question of language choices on companies’ websites and their implications for communication and access to information (fairness and equity) in the corporate sector. While the importance of the Internet as a means of communication and marketing for the corporate sector has been acknowledged, little attention has been paid to the linguistic dimension and the implications of this tool for business communication. This chapter examines the way in which companies cope with the linguistic diversity on their websites in order to identify possible models of language management as well as the eventual consequences of such choices for the structure and the content of a website. For the first stage, using a quantitative approach (statistical tools), we try to “map” the websites of fourteen surveyed companies in order to identify their degree of monolingualism/multilingualism, the sections that would be interesting to focus on with regard to understanding the policies of multilingual and multicultural content management, as well as a certain number of recurrent strategies. For the second stage, specific attention is given to conceptualizing the ways monolingual and multilingual resources have been mobilized in two website sections: job offers and the sale of products. On the one hand, job offers, being oriented towards future employees, are aimed at giving information about the company’s requirements. On the other hand, the products’ section is used as a market-oriented tool to accomplish the company’s main objective which is to “sell”.

Abstract

The issues addressed in this contribution raise the question of language choices on companies’ websites and their implications for communication and access to information (fairness and equity) in the corporate sector. While the importance of the Internet as a means of communication and marketing for the corporate sector has been acknowledged, little attention has been paid to the linguistic dimension and the implications of this tool for business communication. This chapter examines the way in which companies cope with the linguistic diversity on their websites in order to identify possible models of language management as well as the eventual consequences of such choices for the structure and the content of a website. For the first stage, using a quantitative approach (statistical tools), we try to “map” the websites of fourteen surveyed companies in order to identify their degree of monolingualism/multilingualism, the sections that would be interesting to focus on with regard to understanding the policies of multilingual and multicultural content management, as well as a certain number of recurrent strategies. For the second stage, specific attention is given to conceptualizing the ways monolingual and multilingual resources have been mobilized in two website sections: job offers and the sale of products. On the one hand, job offers, being oriented towards future employees, are aimed at giving information about the company’s requirements. On the other hand, the products’ section is used as a market-oriented tool to accomplish the company’s main objective which is to “sell”.

Chapters in this book

  1. Prelim pages i
  2. Table of contents v
  3. Introduction ix
  4. Part I. Companies
  5. Chapter 1. Multilingual practices in professional settings 3
  6. Chapter 2. The practical processing of plurilingualism as a resource in professional activities 33
  7. Chapter 3. Multilingualism and diversity management in companies in the Upper Rhine Region 59
  8. Chapter 4. Representations of multilingualism and management of linguistic diversity in companies 83
  9. Chapter 5. A social representational perspective on languages and their management in the Danish corporate sector 101
  10. Chapter 6. What can Gaelic teach us about effective policy through planning? 121
  11. Chapter 7. Language diversity management on corporate websites 137
  12. Part II. European institutions
  13. Chapter 8. Language competence and language choice within EU institutions and their effects on national legislative authorities 157
  14. Chapter 9. EU and lesser-used languages 179
  15. Chapter 10. Dynamics of multilingualism in post-Enlargement EU institutions 205
  16. Part III. Higher education
  17. Chapter 11. Accomplishing multilingualism through plurilingual activities 229
  18. Chapter 12. Multilingual higher education between policies and practices 253
  19. Chapter 13. Plurilingualisms and knowledge construction in higher education 279
  20. Chapter 14. Language policies in universities and their outcomes 299
  21. Chapter 15. Policies and practices of multilingualism at Babeş-Bolyai University (Cluj, Romania) 323
  22. How policies influence multilingual education and the impact of multilingual education on practices 353
  23. Part IV. Transversal issues
  24. Chapter 17. Assessing efficiency and fairness in multilingual communication 365
  25. Chapter 18. English as a lingua franca in European multilingualism 387
  26. Chapter 19. Europe’s multilingualism in the context of a European culture of standard languages 407
  27. Conclusion 429
  28. Index 437
https://doi.org/10.1075/mdm.2.07yan

Chapters in this book

  1. Prelim pages i
  2. Table of contents v
  3. Introduction ix
  4. Part I. Companies
  5. Chapter 1. Multilingual practices in professional settings 3
  6. Chapter 2. The practical processing of plurilingualism as a resource in professional activities 33
  7. Chapter 3. Multilingualism and diversity management in companies in the Upper Rhine Region 59
  8. Chapter 4. Representations of multilingualism and management of linguistic diversity in companies 83
  9. Chapter 5. A social representational perspective on languages and their management in the Danish corporate sector 101
  10. Chapter 6. What can Gaelic teach us about effective policy through planning? 121
  11. Chapter 7. Language diversity management on corporate websites 137
  12. Part II. European institutions
  13. Chapter 8. Language competence and language choice within EU institutions and their effects on national legislative authorities 157
  14. Chapter 9. EU and lesser-used languages 179
  15. Chapter 10. Dynamics of multilingualism in post-Enlargement EU institutions 205
  16. Part III. Higher education
  17. Chapter 11. Accomplishing multilingualism through plurilingual activities 229
  18. Chapter 12. Multilingual higher education between policies and practices 253
  19. Chapter 13. Plurilingualisms and knowledge construction in higher education 279
  20. Chapter 14. Language policies in universities and their outcomes 299
  21. Chapter 15. Policies and practices of multilingualism at Babeş-Bolyai University (Cluj, Romania) 323
  22. How policies influence multilingual education and the impact of multilingual education on practices 353
  23. Part IV. Transversal issues
  24. Chapter 17. Assessing efficiency and fairness in multilingual communication 365
  25. Chapter 18. English as a lingua franca in European multilingualism 387
  26. Chapter 19. Europe’s multilingualism in the context of a European culture of standard languages 407
  27. Conclusion 429
  28. Index 437
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