Publishing Partner: Cambridge University Press CUP Extra Publisher Login
amazon logo
More Info


New from Oxford University Press!

ad

Words Onscreen

By Naomi S. Baron

Words Onscreen "explores how technology is reshaping our understanding of what it means to read."


New from Cambridge University Press!

ad

Communication Accommodation Theory

Edited by Howard Giles

Most people modify their ways of speaking, writing, texting, and e-mailing, and so on, according to the people with whom they are communicating. This fascinating book asks why we 'accommodate' to others in this way, and explores the various social consequences arising from it.


Academic Paper


Title: Corporations are people: Emblematic scales of brand personification among Asian American youth
Author: Angela Reyes
Institution: Hunter College
Linguistic Field: Sociolinguistics
Abstract: This article examines the use of corporate names as personal nicknames for Asian American youth. The analysis traces the meanings of these nicknaming practices through the concepts of (how figures of personhood are recruited as embodiments of corporate brands) and (how signs of personhood emerge across trajectories of use and scales of time). Within the crossracial institutional structure of an Asian American supplementary school, these nicknaming practices not only formulate speech, participants, relationships, and settings as informal, but also infuse the nicknamed with brand qualities linked to race, nation, class, and status. These practices also generate fleeting and stable frameworks of group distinction and adequation that operate simultaneously or cyclically and that maintain or transgress classroom roles and racial boundaries. This article demonstrates how an attention to temporal dimensions enables researchers to explore the ways in which small-scale activities accumulate across events and assemble into wider scale structural change. (Nickname, brand, emblem, timescale, trajectory, Asian American youth, race, classroom discourse)

CUP AT LINGUIST

This article appears IN Language in Society Vol. 42, Issue 2.

Return to TOC.

Add a new paper
Return to Academic Papers main page
Return to Directory of Linguists main page