The linguistic aspect behind the changing attitudes towards ‘globalisation’ and ‘deglobalisation’ of economic processes (a case study of the German print media)

TATYANA F. KRIVTSOVA and VALENTINA V. KUCHERYAVENKO

The study uncovers the attitudes towards globalisation and deglobalisation by studying the language of German print media ranging between 1999 and the present time. The authors provide descriptive interpretations of the two concepts, while focusing primarily on their two underlying aspects: the expansion of corporate activities, and people’s prosperity. In particular, the study looks at the linguistic aspect of the dynamics of media coverage of major company mergers and the subject of the top management’s financial liability. The authors discern some of the major linguistic indicators of the attitudes towards globalisation and deglobalisation, including the use of attributives, often expressed through superlative adjectives, metaphors, allegory, and irony.

KEYWORDS: globalisation, deglobalisation, merger, acquisition, mass media, German

TATYANA F. KRIVTSOVA. CSc in Linguistics, Associate Professor, Dpt of German Language and Culture, Faculty of Foreign Languages and Regional Studies, Lomonosov Moscow State University (Russia). Author of 36 academic publications. Research interests cover phonetics (intonology), linguistics of the text, foreign language teaching methodology.

VALENTINA V. KUCHERYAVENKO. Senior Lecturer in Linguistics Dpt, Griboedov Institute of International Law and Economics (Russia). Teaches Interpreting, Translation and Business English. Certified conference interpreter and translator. Research interests cover didactics and ethics of simultaneous and consecutive interpretation, audio-visual translation, English as a global language.

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