Rethinking the macro–micro relationship: some insights from the marketing domain
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Helen Kelly-Holmes
Abstract
A common concern, and indeed a major driver, of new, multilayered approaches to studying linguistic diversity seems to be a desire to problematize and reframe the notion of a macro–micro hierarchy. In this article, I argue that examining interactions in nontraditional domains, in this case the domain of marketing, can offer valuable insights into the nature of macro–micro relationships. The article begins by describing a number of such relationships and interactions that occur in the marketing domain before going on to focus in detail on one advertising campaign by a global brand (Carlsberg) and its interaction with national and global macro–micro relationships in terms of linguistic diversity in the Irish context.
© 2010 Walter de Gruyter GmbH & Co. KG, Berlin/New York
Articles in the same Issue
- Introduction
- Analysis of language policy discourses across the scales of space and time
- Rethinking the macro–micro relationship: some insights from the marketing domain
- Bilingualisms-in-practice at the meso level: an example from a bilingual school in Wales
- “We did what we thought was best for our children”: a nexus analysis of language shift in a Kven community
- Sámi language mobility: scales and discourses of multilingualism in a polycentric environment
- Book reviews
- Ethnic-racial reclassification and language revitalization among the Shiwilu from Peruvian Amazonia
Articles in the same Issue
- Introduction
- Analysis of language policy discourses across the scales of space and time
- Rethinking the macro–micro relationship: some insights from the marketing domain
- Bilingualisms-in-practice at the meso level: an example from a bilingual school in Wales
- “We did what we thought was best for our children”: a nexus analysis of language shift in a Kven community
- Sámi language mobility: scales and discourses of multilingualism in a polycentric environment
- Book reviews
- Ethnic-racial reclassification and language revitalization among the Shiwilu from Peruvian Amazonia
