Linguistic constructions of modernity

English mixing in Korean television commercials

Bibliographic Data

ID2888932
AuthorsJamie Shinhee Lee (University of Michigan–Dearborn, corresponding author)
Year2006
Volume35
Issue01
Publication date2006-01-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueLanguage in Society (JOURNAL)
Journal identifiersISSN: 0047-4045 • E-ISSN: 1469-8013
PublisherCambridge University Press (CUP) (PUBLISHER)
DOI10.1017/s0047404506060039
OpenAlexW1980762628
LanguageEN
Citations received76
References cited44

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.A preliminary version of the paper was presented at Sociolinguistic Symposium 15, April 1–4, 2004, at the University of Newcastle upon Tyne, UK. My sincere thanks to Rakesh Bhatt, Ingrid Piller, Elizabeth Martin and Tej Bhatia for their comments and suggestions on earlier versions. I would also like to thank two anonymous reviewers and the editor for their comments, and Alice Filmer for her assistance with copyediting

Linguistics · Media studies · Modernity · Political science · Sociology · Taste · Gender Studies in Language · Law · Linguistic Variation and Morphology · Multilingual Education and Policy · Philosophy · Psychology

Tools

Open DOISci-Hub