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Die Stellung des Deutschen im Baltikum: Linguistic Landscapes, gesellschaftliche Funktionen und Perspektiven für die Nutzung im Sprachmarketing

  • This chapter discusses functions of the German language in the Linguistic Landscape (LL) of the Baltic states, with a focus on the Latvian capital Riga. For this end, it applies the "Spot German" approach (cf. Heimrath 2017) in the context of debates on the international role of German (cf. Ammon 2015). It argues that German is an "additional language of society" (cf. Marten 2017b), i.e. it is not a dominant language in the Baltics but can regularly be found in a variety of functions. These relate both to the historical role of German in the region (including its contemporary commodification) and to current relations between the Baltics and the German-speaking countries. These include tourism, business, or educational and political institutions, but also point to, e.g., discourses on the quality assigned to products from the German-speaking region. In this sense, the Baltic states are part of what may, in accordance with Kachru's (1985) 3-circle-model for English, be labelled as "extended circle" of German. At the same time, the chapter discusses how conclusions from Linguistic Landscape research can be used for understanding marketing both in and for the German language: On the one hand, German carries the potential of persuading customers to opt for a certain product. On the other hand, the abundance of situations where German can be "spotted" suggests that the LL may successfully be used for language-marketing purposes, as exemplified by a brochure and a poster created by the DAAD Information Centre for the Baltic states in Riga.

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Author:Heiko F. MartenORCiDGND
Parent Title (German):Linguistic Landscapes im deutschsprachigen Kontext. Forschungsperspektiven, Methoden und Anwendungsmöglichkeiten
Series (Serial Number):Forum angewandte Linguistik (65)
Publisher:Peter Lang
Place of publication:Berlin [u.a]
Editor:Evelyn Ziegler, Heiko F. Marten
Document Type:Part of a Book
Year of first Publication:2021
Date of Publication (online):2023/02/02
Publishing Institution:Leibniz-Institut für Deutsche Sprache (IDS) [Zweitveröffentlichung]
Tag:3-circle-model; Baltic states; Riga; Spot German; additional language of society; international role of German; language marketing
GND Keyword:Baltikum; Deutsch; Gesellschaft; Linguistic Landscape; Marketing; Mehrsprachigkeit; Qualität; Riga
First Page:263
Last Page:300
Dies ist eine veröffentlichte Manuskriptfassung des Beitrags „Die Stellung des Deutschen im Baltikum: Linguistic Landscapes, gesellschaftliche Funktionen und Perspektiven für die Nutzung im Sprachmarketing“ von Heiko F. Marten, erschienen in „Linguistic Landscapes im deutschsprachigen Kontext. Forschungsperspektiven, Methoden und Anwendungsmöglichkeiten“, hrsg. von Evelyn Ziegler und Heiko F. Marten in der Buchreihe „Forum angewandte Linguistik“ (65). Das Buch kann unter dem folgenden Link aufgerufen werden: https://doi.org/10.3726/b17795 . © Peter Lang, 2021. Alle Rechte vorbehalten / All rights reserved.
DDC classes:400 Sprache / 430 Deutsch
Open Access?:ja
BDSL-Classification:Deutsche Sprache im Ausland
Linguistics-Classification:Angewandte Linguistik
Licence (German):License LogoUrheberrechtlich geschützt