Twentieth International Conference on New Directions in the Humanities

Abstract

This paper explores a domain-specific hybrid register under development characterized by creative integration of English words/phrases into Greek text. While in the tradition of research on the impact of English on local languages, the study investigates how global English “collaborates” with Greek towards a hybrid register produced for a particular effect and a particular audience. For this purpose, it discusses and categorizes language data from Greek fashion and lifestyle e-magazines and websites, where English words/phrases are extensively employed (e.g. Stay tuned για πολλές fun & celebrate ιδέες…) and even co-occur with archaic Greek elements (Αυτό το red flag μπορεί… Τούτου λεχθέντος,..,). The effects produced by these linguistic choices, which have not yet received much attention in the literature, and the reasons for them are discussed. This paper contributes to sociolinguistic discourse about the implications of the spread of English. Steering clear of viewing English as a threat to local languages, it considers whether this hybrid register under development may be viewed as resulting from the interplay between (i)the global spread of English, and (ii)the implementation of local linguistic practices. Seen through this prism of glocalization, fashion and lifestyle e-magazines and websites may be treated as a domain where global English and (formal/archaic) Greek enter a dialogic relationship as partners, which provides fertile ground for creativity and innovation inside the Greek language. Clearly, more quantitative data research is necessary before one is justified in speaking of an established hybrid register. This is the next step in this project.

Presenters

Sophia Zevgoli
Assistant Professor and Assistant Director, English and Modern Languages & Institute for Hellenic Culture and the Liberal Arts, Deree - The American College of Greece, Greece