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Rethinking the macro–micro relationship: some insights from the marketing domain

Date
2010
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 o¤er 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.
Supervisor
Description
peer-reviewed
Publisher
Mouton de Gruyter
Citation
International Journal of Sociology of Language;202, pp. 25-40
Collections
School of Modern Languages and Applied Linguistics
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Holmes_2010_language.pdf
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Keywords
marketing, advertising, mass-media, domain, micro-macro relationships, Irish
ULRR Identifiers
https://researchrepository.ul.ie/handle/10344/3423
 https://doi.org/10.34961/1426
Funding code
Funding Information
Sustainable Development Goals
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Type
Article
Rights
https://creativecommons.org/licenses/by-nc-sa/1.0/
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