A crossover: Language and Culture

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Presentation transcript:

A crossover: Language and Culture

Language / Culture relationship Claire Kramsh: Language express culture Language embody culture Sapir-Whorf hypothesis: Language determine culture Cultural pie analogy: Human experience as the substance Culture as the shape Language as the knife

My concept Language Experience Culture

Case analysis McDonald’s and Starbucks in Hong Kong Aspects for comparison Linguistically created experiences Official names Printed materials Language policy Experience influenced language Popular names

McDonald's in Hong Kong Established in 1975 The first McDonald's restaurant was located at Paterson Street, Causeway Bay. Over 200 McDonald's restaurants in Hong Kong today.

Starbucks in Hong Kong Established in 2000 The first Starbucks coffee house was located at Exchange Square in Central. Number of Starbucks coffee houses by year: 2000 ~ 9 2001 ~ 24 2002 ~ 35

Official name of McDonald’s

Official name of Starbucks

Printed material of McDonald’s

Printed material of Starbucks

Language Policy McDonald’s Starbucks Cantonese is used for taking order for local customers. Starbucks English (Italian) is used for taking order for whatever kinds of customers.

Popular names McDonald’s Starbucks 麥當勞 (muck dong lou) M記 (em gei) 麥記 (muck gei) 老麥 (lou muck) Starbucks

Conclusion Language Experience Culture

Bibliography The relationship of language and culture. In Claire Kramsch, 1998. Language and culture Dialects and registers for language use. In Fern Johnson, 2000. Speaking culturally http://www.starbucks.com.hk/zh-hk/ http://www.mcdonalds.com.hk/chinese/index.htm

The End Questions??