Linguistic Constructions of Modernity: English Mixing in Korean Television Commercials  

Oleh:

Lee, Jamie Shinhee

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Language in Society (ada di PROQUEST) vol. 35 no. 1 (Feb. 2006), page 59-91.
Fulltext: 4169478.pdf (3.48MB)

Isi artikel

This study investigates the construction of linguistic modernity via English mixing in the discourse of Korean television commercials. Specifically, it is concerned with Korean-English bilinguals' linguistic construction of modernity as realized in three domains of advertising: technology, gender roles, and taste as a cultural form. Four hours of commercials were video-taped in Seoul, South Korea, during weekend prime time from August through October 2002. A total of 720 advertising spots were analyzed. The findings suggest that mixing English with Korean is a linguistic mechanism for the construction of modernity in contemporary South Korea. It is argued that knowledge and use of English in South Korea is a defining linguistic expression of modernity, and the conspicuous total absence of English is linguistically disassociated from modernity.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali