Globalizing ‘communication’

Abstract

The contemporary obsession with regulating the way people talk to one another is discussed in Cameron (2000a). Some of the ways in which serviceworkers nowadays are required to use the English language to their customers – the scripted salutations, the simulated friendliness, the relentless positive politeness, the perky intonation – are discussed in Cameron (2000b). A Hungarian doctoral student suggested (personal communication) that the style of speech described had also permeated service encounters in Hungary since the fall of communism and the coming of western businesses. Returning to her Budapest home for a visit after a lengthy absence, the student had repeatedly had a curious experience.Transacting business on the phone with someone, or in a shop, the question would suddenly occur to her, ‘Am I speaking Hungarian or am I speaking English?’

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