History v. marketing
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Donatella Malavasi
Abstract
We present the findings of an introductory study of keywords across two disciplines, i.e. history and marketing, focusing on terms that bring insights into disciplinary epistemology. The study relies on two comparable corpora (2.5 million words each) comprised of history and marketing research articles respectively. We comparatively investigate the collocational patterns of keywords, focussing in particular on one of their most frequent collocates i.e. reporting verbs. Our quantitative and qualitative keyword analysis points to differing collocations for history and marketing, but it validates the assumption that keywords may serve as effective clues to the epistemology of a discipline with a view to its agentive subjects, objects and research procedures defining the construction of knowledge in specific contexts.
Abstract
We present the findings of an introductory study of keywords across two disciplines, i.e. history and marketing, focusing on terms that bring insights into disciplinary epistemology. The study relies on two comparable corpora (2.5 million words each) comprised of history and marketing research articles respectively. We comparatively investigate the collocational patterns of keywords, focussing in particular on one of their most frequent collocates i.e. reporting verbs. Our quantitative and qualitative keyword analysis points to differing collocations for history and marketing, but it validates the assumption that keywords may serve as effective clues to the epistemology of a discipline with a view to its agentive subjects, objects and research procedures defining the construction of knowledge in specific contexts.
Chapters in this book
- Prelim pages i
- Table of contents v
- Perspectives on keywords and keyness 1
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Section I. Exploring keyness
- Three concepts of keywords 21
- Problems in investigating keyness, or clearing the undergrowth and marking out trails… 43
- Closed-class keywords and corpus-driven discourse analysis 59
- Hyperlinks 79
- Web Semantics vs the Semantic Web? 93
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Section II. Keyness in specialised discourse
- Identifying aboutgrams in engineering texts 113
- Keywords and phrases in political speeches 127
- Key words and key phrases in a corpus of travel writing 147
- History v. marketing 169
- Metaphorical keyness in specialised corpora 185
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Section III. Critical and educational perspectives
- A contrastive analysis of keywords in newspaper articles on the “Kyoto Protocol” 207
- Keywords in Korean national consciousness 219
- General spoken language and school language 235
- Index 249
Chapters in this book
- Prelim pages i
- Table of contents v
- Perspectives on keywords and keyness 1
-
Section I. Exploring keyness
- Three concepts of keywords 21
- Problems in investigating keyness, or clearing the undergrowth and marking out trails… 43
- Closed-class keywords and corpus-driven discourse analysis 59
- Hyperlinks 79
- Web Semantics vs the Semantic Web? 93
-
Section II. Keyness in specialised discourse
- Identifying aboutgrams in engineering texts 113
- Keywords and phrases in political speeches 127
- Key words and key phrases in a corpus of travel writing 147
- History v. marketing 169
- Metaphorical keyness in specialised corpora 185
-
Section III. Critical and educational perspectives
- A contrastive analysis of keywords in newspaper articles on the “Kyoto Protocol” 207
- Keywords in Korean national consciousness 219
- General spoken language and school language 235
- Index 249
