“Nordic Cool” and writing system mimicry in global linguistic landscapes

Janine Astrid Elvina Strandberg*

*Corresponding author for this work

    Research output: Contribution to journalArticleAcademicpeer-review

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    Abstract

    Fuelled by political and economic trends in the 21st century, the concepts “New Nordic” and “Nordic Cool” have entered the global scene in design, cuisine, entertainment, and general lifestyle (Østergaard et al., 2014, Skou and Munch, 2016, Andersen et al., 2019). Simultaneously, due to globalisation, individuals today are subjected to a higher number of language contact situations than ever before, in face-to-face communication as well as through foreign products and international advertisements. This study explores how Nordic orthographic features are capitalised on in international marketing to elevate the images of various brands. Nordic words and graphemes can be used to evoke positive associations that the consumer may have relating to the region (e.g. associations of ‘nature’, ‘simplicity’, or even ‘luxury’), or simply to index foreigness, globalism, or exclusivity (Jaworski, 2015a).
    Original languageEnglish
    Article number102783
    Number of pages14
    JournalLingua
    Volume235
    Early online date24-Dec-2019
    DOIs
    Publication statusPublished - 8-Feb-2020

    Keywords

    • Linguistic landscapes
    • Sociolinguistics
    • Globalisation
    • Indexicality
    • Globalese
    • Writing system mimicry

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