"Language Policy in Business: Discourse, ideology and practice provides a critical sociolinguistic and discursive understanding of language policy in a minority language context. Focusing on Welsh-English bilingualism in private sector businesses in Wales, the book unpacks the circulating discourses, ideologies and practices of promoting bilingualism as a sociocultural and economic resource in the globalised knowledge economy. It sheds light on businesses as ideological sites for struggles over language revitalisation, which has been characterised by tensions and discursive shifts from essentialist ideologies about language, identity, nation and territory, to an increased commodification of bilingualism. The book is premised on the understanding that language is a focal point for articulating and living out historical power relationships and inequalities, and that language policy processes are never apolitical. It adds to a body of literature about bilingualism in minority language contexts and, more broadly, about how the fields of politics, business and society are inextricably related"--.

• Language Policy in Business
• Editorial page
• Title page
• Copyright page
• Table of contents
• List of figures
• List of tables
• List of abbreviations
• Acknowledgements
• Chapter 1. Introduction
  • 1.1 Researcher positionality
  • 1.2 Bilingualism in business: What and why now?
    • 1.2.1 Historical conditions and socio-economic transformations
    • 1.2.2 Research aims and questions
  • 1.3 A discursive and critical-sociolinguistic approach
  • 1.4 Language commodification: The ‘thinginess’ of language
  • 1.5 Structure of the book
• Chapter 2. Language, power and political control in Wales
  • 2.1 The Welsh sociolinguistic and political context
  • 2.2 Welsh language policy: Between normalisation and normativity
    • 2.2.1 Iaith Pawb (2003)
    • 2.2.2 Iaith Fyw (2012)
    • 2.2.3 Cymraeg 2050 (2017)
  • 2.3 Bilingualism in business: Promoting the ‘Welsh Advantage’
  • 2.4 Conclusion: Changing conditions for a bilingual Wales
• Chapter 3. Towards a discursive approach to language policy
  • 3.1 Language policy and ideology
    • 3.1.1 Language policy as a heterogeneous field
    • 3.1.2 Language ideologies, power and discourse
    • 3.1.3 The nexus of language policy and ideology research
  • 3.2 Critical Discourse Studies (CDS)
    • 3.2.1 Core orientations of CDS
    • 3.2.2 Criticisms of CDS
  • 3.3 A discursive approach to language policy
  • 3.4 Conclusion
• Chapter 4. How to operationalise a multi-level discourse analysis
  • 4.1 The Discourse-Historical Approach (DHA) as theory and method
    • 4.1.1 Discourse, text, genre, context
    • 4.1.2 Intertextuality, interdiscursivity and recontextualisation
  • 4.2 Data and levels of analysis
    • 4.2.1 Political and corporate policy texts
    • 4.2.2 Questionnaire and interview study
      • Questionnaire
      • Interviews
  • 4.3 Triangulation
  • 4.4 Conclusion: Reflexivity in research practice
• Chapter 5. Political and corporate language policy discourse: Shifting discourses across contexts
  • 5.1 Genres: What kind of language policy texts?
    • 5.1.1 National language policy
    • 5.1.2 Corporate language policy
  • 5.2 Discourse topics: What do the language policy texts say?
  • 5.3 Discursive strategies and linguistic realisations
    • 5.3.1 Language equality and choice as ideological manifestations
      • Equality
      • Choice
    • 5.3.2 Welsh as a sociocultural resource
    • 5.3.3 Welsh as an economic resource
  • 5.4 Conclusion: The politics of commodified bilingualism
• Chapter 6. Language policy, ideology and practice in Welsh business: Stakeholder perspectives
  • 6.1 Language choice and marketing bilingualism
  • 6.2 The perceived value of Welsh as an identity marker and asset
    • S1: It is important to use Welsh in the workplace
    • S3: The Welsh language is an asset to our business
    • S9: Statutory enforcement of Welsh language use in the private sector is necessary
    • S10: The Welsh language is part of national identity
  • 6.3 Corporate language policy as a tool of promotion and regulation
    • Perceptions about legislative and political developments
    • Perceptions about corporate language policy documents
  • 6.4 Explicit language policy mechanisms and bilingual language use
  • 6.5 Conclusion: From positive attitudes to tokenistic usage
• Chapter 7. Managers’ local promotion of bilingualism in business
  • 7.1 A linguistic marketplace for Welsh
  • 7.2 Language choice and equivalence as ‘regulated’ freedoms
  • 7.3 The (de)legitimacy of English
  • 7.4 Language policy mechanisms as promotional and managerial tools
  • 7.5 Ideological divides over the Welsh Language Measure
  • 7.6 Conclusion: The market potential of bilingualism
• Chapter 8. Conclusions: Taking stock of minority language policy in business
  • 8.1 What type of bilingualism is aspired to?
  • 8.2 What does the market potential of bilingualism do?
  • 8.3 Implications and avenues for future research
  • 8.4 Concluding remarks
• References
• Appendices
  • Appendix A. Transcription conventions
  • Appendix B. Interview guide
  • Appendix C. Sample interview coding journal
  • Appendix D. Web-based questionnaire
• Index