Language and globalized discourse
Two case studies of Francophone minorities in Canada
DOI:
https://doi.org/10.1558/sols.v6i2.243Keywords:
globalized discourse, Francophone minorities, commodification of language, local versus global, standardization, authenticity, call centre, tourismAbstract
The globalized discourse creates a strong economic control over the value of cultural and linguistic goods. It also brings an importance to local authenticity. In this paper, I examine the globalized discourse as lived by two Francophone minorities in Canada. I have chosen a call centre and the tourism industry to illustrate how Francophone minorities have to adapt themselves to the rules of the global economy. The call centre promotes a standardized communication which devalues the French varieties of the Francophone community. At the same time it allows a new definition of what it is to be bilingual. The tourism industry uses linguistic and cultural goods to attract new markets. Authentic products and the advertising of French are promoted in order to upgrade the economy of the local Francophone community. The legitimate group that is taking care of the Francophone business and tourism is facing challenges with the majority and the minority groups. The value of French is controversial. These two examples show how Francophone minorities are adapting to the globalized world in their own ways. The study of linguistic practices in specific fields permits us to better understand the link between the global economy and the conception of new Francophone identities.
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