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- KurzbeschreibungIn international business, notions of homogeneity <br>and standardisation are seen as synonymous with <br>globalisation. One world is equated with one <br>language and English, portrayed as the global lingua <br>franca, is promoted as the language of business. <br>Using Jean Baudrillard's theory of the cyclic <br>superposition of the singular, universal and global <br>as a framework and applying it to the case of New <br>Zealand-French business communications, this book <br>questions the beliefs underpinning Anglophone <br>reliance on English in the postmodern business <br>world. Examining historical shifts in attitudes to <br>language, it argues that the universal ideals of <br>unity and openness popularly associated with <br>globalisation are myths. It shows that foreign<br>languages receive little attention in the<br>international business literature and that much of<br>the cross-cultural advice for France is outdated and<br>misleading. This book also offers a diachronic and <br>synchronic view of the use of and attitudes to<br>foreign languages in New Zealand business and <br>provides, as a counterpoint, the views of French <br>customers. It will interest people in Communications,<br>Business, Foreign Languages and <br>Linguistics.
- AutorKarin Speedy
- Seiten244 Seiten
- Gewicht330 g
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