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Minority Languages and Markets

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The Palgrave Handbook of Minority Languages and Communities

Abstract

This chapter explores how minority languages figure in economic development and are invested with values of expertise, distinction and authenticity. Drawing on previous research, including the authors’ own studies on minority and indigenous language practices and discourses in peripheral, multilingual Irish and Sámi sites, the chapter discusses the changing and expanding role of minority languages in some key economic domains: advertising and marketing, tourism, the media and job markets. It reflects on the conditions and consequences of economic processes for the exchange value of minority languages in changing markets.

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Notes

  1. 1.

    For a discussion of approaches to market theory, see Diaz Ruiz (2012).

  2. 2.

    See, for example, Wright (2000, 2003), Mac Giolla Chríost (2004), Gal (1989, 1993) in relation to the political economy of language.

  3. 3.

    See Moriarty (2009) in relation to Irish-language television station TG4.

  4. 4.

    See Amezaga and Arana (2012), Matsaganis et al. (2011); see also Moring (2013) for a discussion of Grin et al.’s (2003) COD (Capacity, Opportunity, Desire) model for measuring the media effect on language.

  5. 5.

    See Moring (2013) and Matsaganis et al. (2011) for discussions of opportunities and challenges for ethnic mediaorganisations as a result of digitalisation and globalisation.

  6. 6.

    See Kamwangamalu’s (2010) review of successful as well as unsuccessful, due to public resistance, cases of language-policyimplementation.

  7. 7.

    See, for example, Briassoulis and van der Straaten (2013) and Ó Cinnéide and Keane (1988) on Irish-language colleges’ contribution to local income generation and multiplication.

  8. 8.

    See Cronin (2003); for further studies of policy influence on various business sectors, see Edwards (2004) on Welsh and Maori and their role in media, education and government, and Walsh (2010) on the potential impact of new policy aims of the Údarás na Gaeltachta in Ireland.

  9. 9.

    See Heller et al. (2014) for a historical perspective on peripheral languages being turned into commodities; Pietikäinen and Kelly-Holmes (2013) for different case studies on minority languages and tourism.

  10. 10.

    See Coupland (2012) for a critical review of language use as a tourist trope in the Welsh context.

  11. 11.

    See Heller et al. (2014) and Heller and Pujolar (2009) for further examples of ideological disruptions and tensions in similar contexts.

  12. 12.

    See Brennan and Wilson (2016) for a study of how place branding is exploited by minority-language speakers to overcome crises such as depopulation and recession by businesses in Ireland and Shetland.

  13. 13.

    See also Ngwenya (2011) and Conradie and van Niekerk’s (2015) analysis of audience involvement and identityperformance in English–Afrikaans advertisements.

  14. 14.

    See also Duchêne (2011) on entrepreneurial exploitation of multilingualism for commercial benefits; further, see Puzey et al. (2013) on bilingual corporate identity, Cunliffe et al. (2010) on bilingual e-commerce in relation to minority languages; and see Garai-Artetxe and Nerekan-Umaran (2013) on bilingual advertising agencies in the Basque country.

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Authors and Affiliations

  1. Department of Languages, University of Jyväskylä Finland, Jyväskylä, Finland

    Sari Pietikäinen

  2. School of Modern Languages and Applied Linguistics, University of Limerick, Limerick, Ireland

    Helen Kelly-Holmes & Maria Rieder

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  1. Sari Pietikäinen
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Correspondence to Sari Pietikäinen .

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  1. School of Education, University of Bristol, Bristol, UK

    Gabrielle Hogan-Brun

  2. Department of Languages and Intercultural Studies, Heriot-Watt University, Edinburgh, Scotland, UK

    Bernadette O’Rourke

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Pietikäinen, S., Kelly-Holmes, H., Rieder, M. (2019). Minority Languages and Markets. In: Hogan-Brun, G., O’Rourke, B. (eds) The Palgrave Handbook of Minority Languages and Communities. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-54066-9_11

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  • DOI: https://doi.org/10.1057/978-1-137-54066-9_11

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  • Publisher Name: Palgrave Macmillan, London

  • Print ISBN: 978-1-137-54065-2

  • Online ISBN: 978-1-137-54066-9

  • eBook Packages: Social SciencesSocial Sciences (R0)

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