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Rethinking the macro–micro relationship: some insights from the marketing domain

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Show simple item record Kelly-Holmes, Helen 2013-10-30T09:26:37Z 2013-10-30T09:26:37Z 2010
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.rights The final publication is available at 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

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