Pub Date : 2024-06-17DOI: 10.22363/2521-442x-2024-8-2-76-93
Yau Ni Wan
In the digital age, social media has a significant impact on consumer perceptions. This business communication study examines the linguistic strategies used to express and repair negative electronic word of mouth (eWOM) in Hong Kong’s luxury hotel sector. The data, which were collected from travel forums, consist of 17,344 words from online hotel reviews (11,647 words) and responses (5,697 words) made by the visitors and senior hotel management of 18 five-star hotels. Using systemic functional linguistics as a framework, this study analyses the logical relations that exist between expectant and concessive conjunctions, as well as the evaluative judgment resources present in an appraisal system. The analysis focuses on the poor service standards framed in the complaints and how the hotel management responds to such situations differently, particularly with respect to repairing customer expectations. This study also examines how loyal fans and frequent travellers present their customer identity when dealing with service-related issues. By developing an understanding of how luxury hotels manage customer complaints, repair customer relationships, and protect their brand reputation through dynamic interactions, this study can provide valuable communication insights for the hotel sector.
{"title":"Framing negative eWOM via conjunctions: The language of customer communication in the luxury hotel sector on social media","authors":"Yau Ni Wan","doi":"10.22363/2521-442x-2024-8-2-76-93","DOIUrl":"https://doi.org/10.22363/2521-442x-2024-8-2-76-93","url":null,"abstract":"In the digital age, social media has a significant impact on consumer perceptions. This business communication study examines the linguistic strategies used to express and repair negative electronic word of mouth (eWOM) in Hong Kong’s luxury hotel sector. The data, which were collected from travel forums, consist of 17,344 words from online hotel reviews (11,647 words) and responses (5,697 words) made by the visitors and senior hotel management of 18 five-star hotels. Using systemic functional linguistics as a framework, this study analyses the logical relations that exist between expectant and concessive conjunctions, as well as the evaluative judgment resources present in an appraisal system. The analysis focuses on the poor service standards framed in the complaints and how the hotel management responds to such situations differently, particularly with respect to repairing customer expectations. This study also examines how loyal fans and frequent travellers present their customer identity when dealing with service-related issues. By developing an understanding of how luxury hotels manage customer complaints, repair customer relationships, and protect their brand reputation through dynamic interactions, this study can provide valuable communication insights for the hotel sector.","PeriodicalId":36167,"journal":{"name":"Training, Language and Culture","volume":"9 13","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141335218","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-17DOI: 10.22363/2521-442x-2024-8-2-105-106
Barry Tomalin
{"title":"My grammar and I (or should that be ‘me’?) (book review)","authors":"Barry Tomalin","doi":"10.22363/2521-442x-2024-8-2-105-106","DOIUrl":"https://doi.org/10.22363/2521-442x-2024-8-2-105-106","url":null,"abstract":"","PeriodicalId":36167,"journal":{"name":"Training, Language and Culture","volume":"11 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141335309","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-17DOI: 10.22363/2521-442x-2024-8-2-66-75
Edwardus Iwantri Goma, R. Rijanta, Ratih Fitria Putri
The Balik community is the indigenous population residing in the Nusantara Capital, located in the Sepaku District, North Penajam Paser Regency, East Kalimantan Province. The Balik community has a distinct cultural identity that signifies their identity as members of the Balik ethnic group, one of which is the Balik language. This study investigates the impact of migration on the linguistic and cultural identity of the Balik ethnic group residing in the Nusantara Capital, primarily focusing on the gradual decline of the use of the Balik language and its implications for cultural preservation. It employed a qualitative research approach with a case study design. Data were collected through interviews and participant observation. The analysis of the data involved techniques such as data condensation, data display, and conclusion. The case study findings indicate that the Balik ethnic community tends to be reluctant to use the Balik language in daily communication, both within the household and in the Balik community. Several factors contribute to this phenomenon, including the Balik ethnic community’s preference and greater comfort in using the Indonesian language, a lack of appreciation for the Balik language, and intensive interaction with migrants over a prolonged period. This research highlights the need for the preservation of the Balik language and culture, which is a vital component of Balik cultural identity. The implications of these findings include the necessity for language education programmes in schools, the increased cultural events promoting the use of the Balik language, and awareness campaigns to increase appreciation for regional languages. These practical steps are expected to promote the preservation of the Balik language and cultural identity, while enriching Indonesia’s national cultural diversity amidst the increasing migration and urbanisation in the Nusantara Capital. This study significantly contributes to the social and cultural planning and development in the Nusantara Capital and enriches the academic discourse on migration, cultural identity, and language preservation.
{"title":"The impact of migration on linguistic and cultural identity: A case study of the Balik tribe","authors":"Edwardus Iwantri Goma, R. Rijanta, Ratih Fitria Putri","doi":"10.22363/2521-442x-2024-8-2-66-75","DOIUrl":"https://doi.org/10.22363/2521-442x-2024-8-2-66-75","url":null,"abstract":"The Balik community is the indigenous population residing in the Nusantara Capital, located in the Sepaku District, North Penajam Paser Regency, East Kalimantan Province. The Balik community has a distinct cultural identity that signifies their identity as members of the Balik ethnic group, one of which is the Balik language. This study investigates the impact of migration on the linguistic and cultural identity of the Balik ethnic group residing in the Nusantara Capital, primarily focusing on the gradual decline of the use of the Balik language and its implications for cultural preservation. It employed a qualitative research approach with a case study design. Data were collected through interviews and participant observation. The analysis of the data involved techniques such as data condensation, data display, and conclusion. The case study findings indicate that the Balik ethnic community tends to be reluctant to use the Balik language in daily communication, both within the household and in the Balik community. Several factors contribute to this phenomenon, including the Balik ethnic community’s preference and greater comfort in using the Indonesian language, a lack of appreciation for the Balik language, and intensive interaction with migrants over a prolonged period. This research highlights the need for the preservation of the Balik language and culture, which is a vital component of Balik cultural identity. The implications of these findings include the necessity for language education programmes in schools, the increased cultural events promoting the use of the Balik language, and awareness campaigns to increase appreciation for regional languages. These practical steps are expected to promote the preservation of the Balik language and cultural identity, while enriching Indonesia’s national cultural diversity amidst the increasing migration and urbanisation in the Nusantara Capital. This study significantly contributes to the social and cultural planning and development in the Nusantara Capital and enriches the academic discourse on migration, cultural identity, and language preservation.","PeriodicalId":36167,"journal":{"name":"Training, Language and Culture","volume":"2 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141335160","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-17DOI: 10.22363/2521-442x-2024-8-2-42-51
E. Beloglazova, Natalia A. Osmak, Ekaterina K. Shuvalova
Thinning borders in the modern world result in intense translingual/transcultural communication. Yet, a language is originally fit to describe its own culture, while cultural reorientation requires considerable adaptation. The paper aims at researching the mechanisms of languages’ cultural reorientation as exemplified by the Japanese-, English- and Finnish-language Russia-centred discourse. The cultural reorientation of a language is seen as a mode of translation – translation of culture. Research questions are: What linguistic techniques to introduce exocultural context are preferred by the focus languages? What elements of the source culture are selected for constructing the Russia-centred discourse in the focus languages? The research is based on data in three unrelated languages. The data is organised in manually annotated corpora of culturally loaded texts of book titles. The analysis of translation techniques employed by different languages in the process of cultural reorientation revealed (a) the specificity of the strategy of translating culture as contrasted to that of traditional translation; (b) the features of the exoculture-centred discourse as affected by language-specific linguistic factors. The study of xenonyms, selected to represent the source culture, shows a considerable variation in the choice of representatives, while the types of xenonyms are largely comparable. The cross-linguistic research of Russia-centred discourse is crucial for understanding established discursive canon, which must serve as guidance for presenting and promoting Russian culture in intercultural dialogue.
{"title":"Russian culture through the prism of English, Finnish and Japanese languages: Reflections or refractions?","authors":"E. Beloglazova, Natalia A. Osmak, Ekaterina K. Shuvalova","doi":"10.22363/2521-442x-2024-8-2-42-51","DOIUrl":"https://doi.org/10.22363/2521-442x-2024-8-2-42-51","url":null,"abstract":"Thinning borders in the modern world result in intense translingual/transcultural communication. Yet, a language is originally fit to describe its own culture, while cultural reorientation requires considerable adaptation. The paper aims at researching the mechanisms of languages’ cultural reorientation as exemplified by the Japanese-, English- and Finnish-language Russia-centred discourse. The cultural reorientation of a language is seen as a mode of translation – translation of culture. Research questions are: What linguistic techniques to introduce exocultural context are preferred by the focus languages? What elements of the source culture are selected for constructing the Russia-centred discourse in the focus languages? The research is based on data in three unrelated languages. The data is organised in manually annotated corpora of culturally loaded texts of book titles. The analysis of translation techniques employed by different languages in the process of cultural reorientation revealed (a) the specificity of the strategy of translating culture as contrasted to that of traditional translation; (b) the features of the exoculture-centred discourse as affected by language-specific linguistic factors. The study of xenonyms, selected to represent the source culture, shows a considerable variation in the choice of representatives, while the types of xenonyms are largely comparable. The cross-linguistic research of Russia-centred discourse is crucial for understanding established discursive canon, which must serve as guidance for presenting and promoting Russian culture in intercultural dialogue.","PeriodicalId":36167,"journal":{"name":"Training, Language and Culture","volume":"1 10","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141335071","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-17DOI: 10.22363/2521-442x-2024-8-2-94-104
Natasha McFarlane
This study is a semantic analysis that examines the meanings of two contemporary Japanese labels, hikikomori and soushokukei-danshi. This duo has often been linked to the late marriage age, declining marriage rate, shoushika (low birth rate), and koureika (the aging society). The goal of this thesis is to define these individuals according to the perceptions of native Japanese speakers and to convey the definitions by using the reductive paraphrase methodology. Accordingly, cultural values reflected in the labels will be revealed. The Natural Semantic Metalanguage (NSM) approach and corpus analysis are the chosen methodology. NSM is a universal mini metalanguage, while corpus analysis is a tool that can analyse data from online sources. Combined, these methods support the goal of delivering explications that reflect the labels from a Japanese perspective. Results from the study show that the values of Japanese society and the duos are at odds with one another, subsequently, fuelling the negative stigma directed towards both cohorts: Hikikomori are individuals who are emotionally withdrawn and bound to the house for the most part. Furthermore, their condition is something they feel they cannot change so easily; and Soushokukei-danshi are young men who are uninterested in romance or attaining stereotypical male positions in the workforce. Moreover, they would rather invest time in their hobbies. Through this study, a better comprehension of what these words mean is acquired.
{"title":"Hikikomori and Sōshokukei-danshi: A semantic analysis of Japan’s social deviants","authors":"Natasha McFarlane","doi":"10.22363/2521-442x-2024-8-2-94-104","DOIUrl":"https://doi.org/10.22363/2521-442x-2024-8-2-94-104","url":null,"abstract":"This study is a semantic analysis that examines the meanings of two contemporary Japanese labels, hikikomori and soushokukei-danshi. This duo has often been linked to the late marriage age, declining marriage rate, shoushika (low birth rate), and koureika (the aging society). The goal of this thesis is to define these individuals according to the perceptions of native Japanese speakers and to convey the definitions by using the reductive paraphrase methodology. Accordingly, cultural values reflected in the labels will be revealed. The Natural Semantic Metalanguage (NSM) approach and corpus analysis are the chosen methodology. NSM is a universal mini metalanguage, while corpus analysis is a tool that can analyse data from online sources. Combined, these methods support the goal of delivering explications that reflect the labels from a Japanese perspective. Results from the study show that the values of Japanese society and the duos are at odds with one another, subsequently, fuelling the negative stigma directed towards both cohorts: Hikikomori are individuals who are emotionally withdrawn and bound to the house for the most part. Furthermore, their condition is something they feel they cannot change so easily; and Soushokukei-danshi are young men who are uninterested in romance or attaining stereotypical male positions in the workforce. Moreover, they would rather invest time in their hobbies. Through this study, a better comprehension of what these words mean is acquired.","PeriodicalId":36167,"journal":{"name":"Training, Language and Culture","volume":"8 44","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141335037","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-17DOI: 10.22363/2521-442x-2024-8-2-9-19
V. Chernyavskaya, Sholpan K. Zharkynbekova
The study investigates Kazakh-Russian and Russian-Kazakh code switching in the framework of hybrid language practice to provide insights into the sense-making process among bilinguals. The unique characteristics of the synchronic linguistic situation in Kazakhstan stem from historically rooted ethnic bi- and multilingualism. Language switching has evolved into a tool for addressing communicative partners and sustaining communication in bilingual culture, rather than being viewed as a deviant pattern. It appears to be a dynamic resource for ensuring mutual understanding and harmonised communication. The study aims to reveal the motivations behind individuals’ language switching, how Kazakh and Russian speakers explain hybrid communication, and their sentiments towards it. Data from two surveys conducted in January-February of 2021 and January of 2024 are presented. Each survey involved 50 respondents with higher education, ranging in age from 21 to 40, who have resided in Kazakhstan for an extended period, with many being native-born residents. We argue that switching between the Kazakh and Russian languages serves as a communicative tool utilised by Kazakh and Russian speakers to signify their belonging to a specific sociocultural community. The study posits that hybrid language practice can be viewed from two underlying perspectives: from a ‘deficit’ perspective, signalling limited proficiency in Russian or/and Kazakh, and from a more complex sense-making communicative perspective, assisting interaction. As part of the sense-making process and in sustaining interaction with communication partners, code switching serves an instrumental function. Importantly, hybrid language practice is not portrayed as a sign of cultural decline. There is no strong correlation between the mixing of Russian and Kazakh and social, cultural, and educational barriers. Further implications for research are prompted by the rapidly changing situation. The development of the Kazakh language as a state language is becoming a major goal and central focus in this evolving context, which inevitably raises the issues of linguistic ideology. Distinguishing between ideologically neutral analysis and critical analysis of language use as a tool of symbolic power for specific social groups would provide a more gradient picture of the dynamics in Kazakhstan’s bi- and multilingual situation.
{"title":"Code switching patterns in Kazakh-Russian hybrid language practice: An empirical study","authors":"V. Chernyavskaya, Sholpan K. Zharkynbekova","doi":"10.22363/2521-442x-2024-8-2-9-19","DOIUrl":"https://doi.org/10.22363/2521-442x-2024-8-2-9-19","url":null,"abstract":"The study investigates Kazakh-Russian and Russian-Kazakh code switching in the framework of hybrid language practice to provide insights into the sense-making process among bilinguals. The unique characteristics of the synchronic linguistic situation in Kazakhstan stem from historically rooted ethnic bi- and multilingualism. Language switching has evolved into a tool for addressing communicative partners and sustaining communication in bilingual culture, rather than being viewed as a deviant pattern. It appears to be a dynamic resource for ensuring mutual understanding and harmonised communication. The study aims to reveal the motivations behind individuals’ language switching, how Kazakh and Russian speakers explain hybrid communication, and their sentiments towards it. Data from two surveys conducted in January-February of 2021 and January of 2024 are presented. Each survey involved 50 respondents with higher education, ranging in age from 21 to 40, who have resided in Kazakhstan for an extended period, with many being native-born residents. We argue that switching between the Kazakh and Russian languages serves as a communicative tool utilised by Kazakh and Russian speakers to signify their belonging to a specific sociocultural community. The study posits that hybrid language practice can be viewed from two underlying perspectives: from a ‘deficit’ perspective, signalling limited proficiency in Russian or/and Kazakh, and from a more complex sense-making communicative perspective, assisting interaction. As part of the sense-making process and in sustaining interaction with communication partners, code switching serves an instrumental function. Importantly, hybrid language practice is not portrayed as a sign of cultural decline. There is no strong correlation between the mixing of Russian and Kazakh and social, cultural, and educational barriers. Further implications for research are prompted by the rapidly changing situation. The development of the Kazakh language as a state language is becoming a major goal and central focus in this evolving context, which inevitably raises the issues of linguistic ideology. Distinguishing between ideologically neutral analysis and critical analysis of language use as a tool of symbolic power for specific social groups would provide a more gradient picture of the dynamics in Kazakhstan’s bi- and multilingual situation.","PeriodicalId":36167,"journal":{"name":"Training, Language and Culture","volume":"13 7","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141334997","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-17DOI: 10.22363/2521-442x-2024-8-2-52-65
J. A. Dip, María Inés Silenzi
Text mining has led to growth in sentiment analysis (SA) across various research disciplines. The pandemic has provided a unique and special context for analysing students’ written expression. We utilised comments from a survey conducted during the pandemic to create a corpus for SA. The corpus comprises 25,197 words extracted from over 600 comments in Spanish, collected during a survey that lasted around 20 days. We aim to detect sentiments and emotions from this corpus using SA. However, some essential and little-discussed issues in literature should be addressed, such as its relationship with post-cognitivist theory. This paper uses the post-cognitivist approach to analyse emotions and sentiments through SA with the Spanish lexicon in the economics of education. Literature in this area needs further development, especially in Spanish. The article shows that the emotions and sentiments of students in challenging situations can be identified through a corpus of student comments. However, specific elements should be considered while interpreting emotions and sentiments within the framework of post-cognitivism methodologies. Recognising that the human experience is a complex interaction, it is essential to consider the emotional nuances within the context in which they develop. Addressing this issue from the post-cognitivist approach is one of several ways to carry out this task. Using SA and emotions to analyse a text corpus is still helpful for researchers who follow the post-cognitivist approach. However, combining this technique with other qualitative and in-depth computational methods is essential to fully understanding the emotional experiences within their respective contexts.
文本挖掘带动了情感分析（SA）在各研究学科中的发展。大流行病为分析学生的书面表达提供了一个独特而特殊的背景。我们利用大流行期间进行的一项调查中的评论创建了一个用于情感分析的语料库。该语料库包括从 600 多条西班牙语评论中提取的 25,197 个单词，这些评论是在持续约 20 天的调查期间收集的。我们的目标是使用 SA 从该语料库中检测情绪和情感。然而，一些基本的、在文献中鲜有讨论的问题亟待解决，例如它与后认知主义理论的关系。本文采用后认知主义方法，通过使用西班牙语教育经济学词典的 SA 分析情感和情绪。该领域的文献需要进一步发展，尤其是西班牙语文献。文章表明，通过学生评论语料库，可以识别学生在挑战性情境中的情绪和情感。不过，在后认知主义方法论框架内解读情绪和情感时，应考虑到一些具体因素。我们认识到人类的经历是一种复杂的互动，因此必须考虑情感在其发展过程中的细微差别。从后认知主义的角度来解决这个问题，是完成这项任务的几种方法之一。对于遵循后认知主义方法的研究人员来说，使用 SA 和情感来分析文本语料库仍然很有帮助。然而，将这一技术与其他定性和深度计算方法相结合，对于充分理解各自语境中的情感体验至关重要。
{"title":"Empirical application of sentiment analysis and emotions in Spanish: A post-cognitivist approach","authors":"J. A. Dip, María Inés Silenzi","doi":"10.22363/2521-442x-2024-8-2-52-65","DOIUrl":"https://doi.org/10.22363/2521-442x-2024-8-2-52-65","url":null,"abstract":"Text mining has led to growth in sentiment analysis (SA) across various research disciplines. The pandemic has provided a unique and special context for analysing students’ written expression. We utilised comments from a survey conducted during the pandemic to create a corpus for SA. The corpus comprises 25,197 words extracted from over 600 comments in Spanish, collected during a survey that lasted around 20 days. We aim to detect sentiments and emotions from this corpus using SA. However, some essential and little-discussed issues in literature should be addressed, such as its relationship with post-cognitivist theory. This paper uses the post-cognitivist approach to analyse emotions and sentiments through SA with the Spanish lexicon in the economics of education. Literature in this area needs further development, especially in Spanish. The article shows that the emotions and sentiments of students in challenging situations can be identified through a corpus of student comments. However, specific elements should be considered while interpreting emotions and sentiments within the framework of post-cognitivism methodologies. Recognising that the human experience is a complex interaction, it is essential to consider the emotional nuances within the context in which they develop. Addressing this issue from the post-cognitivist approach is one of several ways to carry out this task. Using SA and emotions to analyse a text corpus is still helpful for researchers who follow the post-cognitivist approach. However, combining this technique with other qualitative and in-depth computational methods is essential to fully understanding the emotional experiences within their respective contexts.","PeriodicalId":36167,"journal":{"name":"Training, Language and Culture","volume":"12 38","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141335097","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-17DOI: 10.22363/2521-442x-2024-8-2-20-30
N. M. Dugalich, Y. Ebzeeva
The study concerns the organisation and content of both the visual and verbal elements within the polycode text of French-language memes that pertain to medical discourse. The meme’s connection to medical discourse is established through its subject matter, the incorporation of medical symbols in its visual elements, and the inclusion of medical terminology in its written content. It also involves depicting communication scenarios between doctors, between doctors and patients, and between nursing staff and patients at both the image and text levels. The study’s novelty lies in its dual approach: firstly, it examines French memes as subjects for linguistic analysis, and secondly, it explores them as a genre of polycode text within medical discourse. The research material comprises 100 French memes centred on medical themes, obtained through continuous sampling from the internet. Study results revealed that memes pertaining to medical discourse are dynamic, viral, and eclectic texts that encapsulate the distinctive elements of institutional medical discourse. Thematically, the meme encompasses various medical topics and addresses social issues prevalent in France. Deciphering the author’s intention behind the meme relies on a layer-by-layer examination of how the idea is expressed through the polycode text, as well as an understanding of the sociocultural context that informs the text, which requires presuppositional knowledge on the part of the recipient. Linguo-cultural characteristics observed in the verbal component, as identified through the analysis, include the use of language play at phonetic and lexical levels, inclusion of colloquial and slang vocabulary alongside emotionally charged expressions within doctor-patient communication contexts, and the utilisation of phonetic spelling. The visual component of the polycode text in French medical memes is distinguished by the incorporation of elements from civilisational phenomena, such as political figures from the country, film protagonists, and globally recognised actors. The analysis revealed that the meme serves various functions including comedic, informative, compensatory, and appellative roles. The article constitutes a segment of a broader study examining polycode texts within medical discourse across multiple genres including memes, medical posters, and demotivators in languages such as Russian, French, English, Chinese, and Arabic.
{"title":"French medical memes: Themes, language, functions","authors":"N. M. Dugalich, Y. Ebzeeva","doi":"10.22363/2521-442x-2024-8-2-20-30","DOIUrl":"https://doi.org/10.22363/2521-442x-2024-8-2-20-30","url":null,"abstract":"The study concerns the organisation and content of both the visual and verbal elements within the polycode text of French-language memes that pertain to medical discourse. The meme’s connection to medical discourse is established through its subject matter, the incorporation of medical symbols in its visual elements, and the inclusion of medical terminology in its written content. It also involves depicting communication scenarios between doctors, between doctors and patients, and between nursing staff and patients at both the image and text levels. The study’s novelty lies in its dual approach: firstly, it examines French memes as subjects for linguistic analysis, and secondly, it explores them as a genre of polycode text within medical discourse. The research material comprises 100 French memes centred on medical themes, obtained through continuous sampling from the internet. Study results revealed that memes pertaining to medical discourse are dynamic, viral, and eclectic texts that encapsulate the distinctive elements of institutional medical discourse. Thematically, the meme encompasses various medical topics and addresses social issues prevalent in France. Deciphering the author’s intention behind the meme relies on a layer-by-layer examination of how the idea is expressed through the polycode text, as well as an understanding of the sociocultural context that informs the text, which requires presuppositional knowledge on the part of the recipient. Linguo-cultural characteristics observed in the verbal component, as identified through the analysis, include the use of language play at phonetic and lexical levels, inclusion of colloquial and slang vocabulary alongside emotionally charged expressions within doctor-patient communication contexts, and the utilisation of phonetic spelling. The visual component of the polycode text in French medical memes is distinguished by the incorporation of elements from civilisational phenomena, such as political figures from the country, film protagonists, and globally recognised actors. The analysis revealed that the meme serves various functions including comedic, informative, compensatory, and appellative roles. The article constitutes a segment of a broader study examining polycode texts within medical discourse across multiple genres including memes, medical posters, and demotivators in languages such as Russian, French, English, Chinese, and Arabic.","PeriodicalId":36167,"journal":{"name":"Training, Language and Culture","volume":"8 26","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141335128","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-03-25DOI: 10.22363/2521-442x-2024-8-1-66-86
Amir H. Y. Salama
The vast majority of online L2 teaching platforms have always remained preoccupied with digitalising demonstrable pedagogic practices that facilitate the learners’ comprehension of linguistic input on the digital screen. This is particularly observable in the field of L2 phonetics where instructors’ performance (vocalic, facial, and bodily) typically reflects such pedagogic practices based on their theoretical knowledge of the field. However, it is not always the case that instructors’ pedagogic-phonetic performance can demonstrate or stage this form of phonetics knowledge, even with the ubiquitous presence of Internet ‘digital gadgets’ that are technologically enabled by L2 teaching platforms online. As a corollary to this problem, the present study continues and develops previous research conducted by the author on a pedagogic-phonetic critique of the BBC’s Internet-based L2 teaching of English vowels. A synthetic methodology of Bernstein’s model of Pedagogic Recontextualising Field (PRF) and Moinuddin’s theoretical notion of ‘digital gadgets’ is utilised as DPRF to demonstrate how the BBC’s online L2 teaching of English consonantal pronunciations, though digitally transforming text-theoretic phonetics descriptions, has partially failed to employ crucial aspects of pronunciation pertaining specifically to voicing and manner of articulation. The research data comprises 22 video-based screenshots drawn from the BBC Learning English website with materials archived for public use. Informed by the above synthetic methodology of DPRF, the present study concluded that the BBC’s online teaching of English consonants has set up what can be described as a partial digital PRF; this has been ascribed to the proven hypothesis that the BBC-based website proffers a restricted space for digitally recontextualising ‘visible’ practices associated with consonantal pronunciation to the exclusion of phonetically productive aspects of L2 teaching segmental units of English consonants. As such, these aspects are recommended to be incorporated into the phonetic-pedagogic practices afforded by the BBC’s digital PRF (DPRF).
绝大多数在线第二语言教学平台始终专注于数字化可证实的教学实践，以促进学习者理解数字屏幕上的语言输入。这一点在 L2 语音学领域尤为明显，教师的表现（声音、表情和身体）通常反映了基于该领域理论知识的教学实践。然而，教师的语音教学表现并不总能展示或上演这种形式的语音学知识，即便是在网络 "数字小工具 "无处不在的情况下，在线 L2 教学平台也能通过技术手段实现这一点。作为这一问题的必然结果，本研究延续并发展了作者先前的研究，即对英国广播公司基于互联网的英语元音第二语言教学进行教学法-语音学批判。本研究采用伯恩斯坦的 "教学重构场"（PRF）模型和莫伊努丁的 "数字小工具 "理论概念作为 DPRF 的合成方法，来说明 BBC 的英语辅音发音在线 L2 教学虽然对文本理论音韵学描述进行了数字转换，但在发音的关键方面，特别是发声和发音方式方面，存在部分失误。研究数据包括 22 个基于视频的截图，这些截图来自 BBC Learning English 网站，其材料存档供公众使用。在上述 DPRF 综合方法的指导下，本研究得出结论，BBC 的在线英语辅音教学建立了可被描述为部分数字 PRF 的体系；这归因于一个已被证实的假设，即基于 BBC 的网站为辅音发音相关的 "可见 "实践的数字再语境化提供了一个受限的空间，但却排除了英语辅音 L2 教学分段单元的语音生产方面。因此，建议将这些方面纳入英国广播公司的数字公共关系框架（DPRF）所提供的语音教学实践中。
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Pub Date : 2024-03-25DOI: 10.22363/2521-442x-2024-8-1-87-100
Qing Zhou, T. Larina
In the evolving landscape of global education, understanding the intricacies of interpersonal dynamics in academic settings across different linguacultures is paramount for building effective multicultural teaching environments. This study investigates the usage of T/V pronominal forms of address within teacher-student interactions in Chinese and Russian academic contexts. It aims to reveal similarities and differences in the usage of pronominal forms of address in the two linguacultural contexts and unveil the impact of sociocultural factors, namely power and solidarity, on their choice. The data were obtained from a parallel questionnaire survey with the participation of 360 students (260 Chinese mainland students and 100 Russian students) and an interview with 30 students from each country. Employing a comprehensive dual-methodology approach, this study combines quantitative analyses of T/V forms of address frequencies with qualitative insights on their pragmatics, appropriateness, and students’ preferences from interviews. The findings revealed distinct T/V form usage strategies in Chinese and Russian academic discourse. They showed that Chinese teachers predominantly use the T form for students, while students use both V and T forms for teachers. Conversely, Russian settings show a prevalence of the reciprocal V form in teacher-student interactions, with some limited usage of the T form by teachers with students. The results underscore the significance of hierarchical relationships, the demonstration of power distance, and, at the same time, solidarity in the Chinese context, while Russian students and teachers emphasise reciprocal formality in relationships and maintain boundaries. We suggest that different types of interaction between teachers and students in two cultural contexts are due to differences in the sociocultural organisation of society and cultural values. The study provides insights for educators and researchers navigating linguistic and cultural diversity in academic contexts and contributes to effective interaction in a multicultural educational environment.
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