HERMES - Journal of Language and Communication in Business en-US <p>Authors who publish with this journal agree to the following terms:</p> <p>a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a <a href="" target="_new"><span style="color: rgb(79, 55, 46);">Creative Commons Attribution License</span></a> that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.</p> <p>b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.</p> <p>c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See <a href="" target="_new"><span style="color: rgb(79, 55, 46);">The Effect of Open Access</span></a>).</p> (Jan Engberg & Margrethe Petersen) (-) Fri, 02 Jul 2021 14:45:53 +0200 OJS 60 Openings and Closings in Workplace Emails <p>Languages vary when it comes to linguistic manifestations of formal politeness, but what particularly marks professional email communication is the flexibility of the genre compared to traditional, formal business letters. This poses the question of how individual email writers navigate without clear standards and clearly prescribed formulae. This study focuses on the individual email writer and, specifically, opening salutations and closing valedictions in 927<br>Norwegian workplace emails, followed by metapragmatic interviews with their senders. In an egalitarian society with few explicit linguistic manifestations of formal politeness, individual choices of formulations provide a rich source of data. Linguistic content analysis reveals a significant degree of consistency in each person’s individual use, which indicates that when there are no commonly held norms, people make their own rules. The interviewees are aware of<br>which openings and closings they prefer, but often not why. Further analysis of the data reveals that hierarchical social distance is not a motivational factor, but the intentions to be either personally close or professionally distant are. Both are regarded as viable options in formal workplace emails by their users. However, the informants’ perception of which linguistic items represent these motivations depends on individual preferences rather than on any established<br>or institutionalised practises. The latter is not a uniquely Norwegian problem, but concerns email correspondents in general because of the flexibility innate to the email genre.</p> Kristin Rygg Copyright (c) 2021 Kristin Rygg Fri, 02 Jul 2021 00:00:00 +0200 The Use of Languages by Valencian Business-to-Consumer Service Companies in their Telematic Communications <p>This study analyses the languages used by companies in their telematic means (website, social media, etc.) in a specific geographical area, the Valencian Community (Spain), where two official languages (Catalan and Spanish) coexist and where there is a large influx of foreign tourists (mainly British). More specifically, the aim of the study is to understand the weight each language has in companies’ telematic communication. The theoretical approach used for the analysis is the centre-periphery model, which is used to analyse national identity and language. Different techniques (use of secondary sources, mystery shopping, content analysis and direct observation) have been used in the quantitative empirical study to obtain a statistically disaggregated data matrix. The results strongly emphasize the peripheral and marginal position of Catalan in this region, and, on an international scale, the resistance of Spanish, which clearly maintains its hegemonic position over English in the telematic communications of these companies.</p> Lluis Català-Oltra, Clemente Penalva-Verdù Copyright (c) 2021 Lluis Catalá-Oltra, Clemente Penalva-Verdú Fri, 02 Jul 2021 00:00:00 +0200 Distribución de las Funciones Retóricas de las Citas en los Apartados del Trabajo Fin de Máster Escrito en Español y en Inglés <p>This study correlates with a research study published in the journal Pragmalingüística, in which the contrastive use of the rhetorical functions of citations in master’s theses in Spanish and English was studied. The main objective pursued by this new research is to determine which rhetorical functions are used most frequently in the different parts of a master’s thesis and what these can accomplish in each part of the text. Following Petrić (2007), a computerized textual analysis of the rhetorical function of citation was used to study this phenomenon in a corpus of sixteen (16) theses of which eight (8) were written by American and eight (8) by Spanish postgraduates in their native language. With regards to cultural conventions, the results showed that when compared to native Spanish writers, the Americans students use the highest number of citations and write a relatively longer Introduction and Conclusion parts. The sets of functions are consonant with the rhetorical purpose of each part, which thus shows a close link between the citation and the structural organization of the academic text, despite the frequent use of Attribution (AT) in most parts of the thesis.</p> David Sánchez-Jiménez Copyright (c) 2021 David Sánchez-Jiménez Fri, 02 Jul 2021 00:00:00 +0200 Language and Brand <p>The language used in a product or service has an extraordinary impact on the creation of its brand and on its online success. As localization is a key aspect of a globalized business, attention should be given to the localization of brand language to ensure global consistency. This study explores brand language localization problems in an online help corpus. Specifically, it analyzes the problems posed by the localization of brand names and terms in the pre-translation phase, following Nord’s pre-translation text analysis theory (2012). The main objective of the study is to understand the nature of identified brand language problems (professional purposes) and examine them (research purposes). The method implemented is a qualitative, interpretative analysis of a monolingual corpus in English comprising representative extracts from the Dropbox and Google Drive Online Help systems. The study is part of a wider research project exploring the concept of localization problems in online help localization.</p> Elena de la Cova Copyright (c) 2021 Elena de la Cova Fri, 02 Jul 2021 00:00:00 +0200 Content Analysis of Language-Sensitive Recruitment Influenced by Corporate Language Policy Using Topic Modeling <p>Language-sensitive recruitment is a language management tool frequently used by corporate organizations. However, its relationship with corporate policy is lacking; hence, this study aims to consider language-sensitive job advertisements from a computational text analysis perspective and explore the match (or mismatch) between language-sensitive recruitment (English, Japanese, or bilingual) and corporate language policy. This study uses corpus methods combined with topic modeling and text analysis to investigate the influence of corporate language policy on the textual practice of language-sensitive recruitment in a Japanese multinational corporation (MNC). This study finds a considerable discrepancy between recruitment needs and corporate language policy. It also finds that bilinguals still play a key role in crossing language boundaries 10 years post-mandate of the English language policy in this Japanese MNC. The study contributes to business language by exploring an additional scenario for linking language competency with actual recruitment needs. Thus, this study sheds light on the implementation of language-sensitive recruitment in a multilingual corporate context, affecting the communication patterns and recruitment tactics.</p> Ziyuan Zhang Copyright (c) 2021 Ziyuan Zhang Fri, 02 Jul 2021 00:00:00 +0200 María del Mar Sánchez Ramos & Celia Rico Pérez. 2020. Traducción automática. Conceptos clave, procesos de evaluación y técnicas de posedición. Granada: Editorial Comares, Colección Interlingua 245. 128 pages. ISBN 978-84-9045-946-1 Dr. Robert Martínez-Carrasco Copyright (c) 2021 Dr. Robert Martínez-Carrasco Fri, 02 Jul 2021 00:00:00 +0200