<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>This paper focuses on the online presence of languages and linguistic patterns of local small businesses in a bilingual, Hungarian-Romanian ethnic community in Romania. By capturing linguistic diversity and creativity via netnographic research, patterns of linguistic landscape elements in the social media, such as marketing strategy of local small businesses, can be analysed. The findings suggest that despite the need to advertise by using the state language, Romanian, in order to maximize the target audience, the concentration of Hungarian landscape elements is the highest. Businesses construct their linguistic identity by their language choices and practices, aligned with the collective linguistic identity of a bilingual community and the need for a global representation, in order to secure a place in the local market.</p>
</abstract>

This paper focuses on the online presence of languages and linguistic patterns of local small businesses in a bilingual, Hungarian-Romanian ethnic community in Romania. By capturing linguistic diversity and creativity via netnographic research, patterns of linguistic landscape elements in the social media, such as marketing strategy of local small businesses, can be analysed. The findings suggest that despite the need to advertise by using the state language, Romanian, in order to maximize the target audience, the concentration of Hungarian landscape elements is the highest. Businesses construct their linguistic identity by their language choices and practices, aligned with the collective linguistic identity of a bilingual community and the need for a global representation, in order to secure a place in the local market.

Speak Global, Sell Local? Digital Linguistic Landscape of Local Small Businesses in the Social Media

Sapientia Hungarian University of Transylvania

Department of Applied Linguistics, Târgu-Mureş

Acta Universitatis Sapientiae, Philologica

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

This paper focuses on the online presence of languages and linguistic patterns of local small businesses in a bilingual, Hungarian-Romanian ethnic community in...

Speak Global, Sell Local? Digital Linguistic Landscape of Local Small Businesses in the Social Media

Published Online: Dec 30, 2021

Page range: 177 - 193

DOI: https://doi.org/10.2478/ausp-2021-0020

Keywords
digital linguistic landscape, social media, small business, ethnic minority

© 2021 Enikő Biró, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Speak Global, Sell Local? Digital Linguistic Landscape of Local Small Businesses in the Social Media

Published Online: Dec 30, 2021

Page range: 177 - 193

DOI: https://doi.org/10.2478/ausp-2021-0020

Keywordsdigital linguistic landscape, social media, small business, ethnic minority

© 2021 Enikő Biró, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
digital linguistic landscape, social media, small business, ethnic minority