dc.contributor.author | Kelly-Holmes, Helen | |
dc.date.accessioned | 2013-10-30T09:26:37Z | |
dc.date.available | 2013-10-30T09:26:37Z | |
dc.date.issued | 2010 | |
dc.identifier.uri | http://hdl.handle.net/10344/3423 | |
dc.description | peer-reviewed | en_US |
dc.description.abstract | A common concern, and indeed a major driver, of new, multilayered approaches to studying linguistic diversity seems to be a desire to problematize and reframe the notion of a macro–micro hierarchy. In this article, I argue that examining interactions in nontraditional domains, in this case the domain of marketing, can o¤er valuable insights into the nature of macro– micro relationships. The article begins by describing a number of such relationships and interactions that occur in the marketing domain before going on to focus in detail on one advertising campaign by a global brand (Carlsberg) and its interaction with national and global macro–micro relationships in terms of linguistic diversity in the Irish context. | en_US |
dc.language.iso | eng | en_US |
dc.publisher | Walter de Gruyter | en_US |
dc.relation.ispartofseries | International Journal of Sociology of Language;202, pp. 25-40 | |
dc.relation.uri | http://dx.doi.org/10.1515/ijsl.2010.012 | |
dc.rights | The final publication is available at www.degruyter.com | en_US |
dc.subject | marketing | en_US |
dc.subject | advertising | en_US |
dc.subject | mass-media | en_US |
dc.subject | domain | en_US |
dc.subject | micro-macro relationships | en_US |
dc.subject | Irish | en_US |
dc.title | Rethinking the macro–micro relationship: some insights from the marketing domain | en_US |
dc.type | info:eu-repo/semantics/article | en_US |
dc.type.supercollection | all_ul_research | en_US |
dc.type.supercollection | ul_published_reviewed | en_US |
dc.rights.accessrights | info:eu-repo/semantics/openAccess | en_US |