‘Instafashion’, ‘adeventures’ and ‘gals on the go’: The creative use of English in Greek fashion magazines
This paper examines the use of English in Greek fashion magazines. It assesses the frequency of the use of English in these media, uncovers its discourse forms and functions, and illustrates why English is being used in the first place. As it is shown, English mainly takes the form of naming and hea...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
De Gruyter
2022-04-01
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| Series: | Journal of World Languages |
| Subjects: | |
| Online Access: | https://doi.org/10.1515/jwl-2022-0011 |
| _version_ | 1797814162441633792 |
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| author | Seiti Ioanna Fotiou Constantina |
| author_facet | Seiti Ioanna Fotiou Constantina |
| author_sort | Seiti Ioanna |
| collection | DOAJ |
| description | This paper examines the use of English in Greek fashion magazines. It assesses the frequency of the use of English in these media, uncovers its discourse forms and functions, and illustrates why English is being used in the first place. As it is shown, English mainly takes the form of naming and headings and what characterizes its use is creativity and innovation. Through language play, intertextual references, clips, deliberate spelling mistakes, and alternations of the intended meaning of idiomatic phrases, English has a variety of functions such as creating emphasis and attracting the reader’s attention. Like other settings where English bears a non-official status, the use of English features capitalizes on the symbolic and indexical value of this language. English is used because it symbolizes progression, innovation, and success and because it indexes knowledge of and association with globalized fashion and beauty discourses and styles circulating worldwide in fashion magazines, on social networking sites, and platforms. The findings of this study can be used to examine the extent of the homogenization of the fashion discourse worldwide while similar studies can be conducted with different types of media to compare the way that English is used in a variety of contexts in Greece and elsewhere. |
| first_indexed | 2024-03-13T08:03:30Z |
| format | Article |
| id | doaj.art-aed255bd8e974282abf39bdf2ea419d8 |
| institution | Directory Open Access Journal |
| issn | 2169-8260 |
| language | English |
| last_indexed | 2024-03-13T08:03:30Z |
| publishDate | 2022-04-01 |
| publisher | De Gruyter |
| record_format | Article |
| series | Journal of World Languages |
| spelling | doaj.art-aed255bd8e974282abf39bdf2ea419d82023-06-01T09:43:15ZengDe GruyterJournal of World Languages2169-82602022-04-0181568210.1515/jwl-2022-0011‘Instafashion’, ‘adeventures’ and ‘gals on the go’: The creative use of English in Greek fashion magazinesSeiti Ioanna0Fotiou Constantina1Department of Humanities, School of Humanities, Social and Education Sciences, European University Cyprus, Nicosia, CyprusDepartment of Humanities, School of Humanities, Social and Education Sciences, European University Cyprus, Nicosia, CyprusThis paper examines the use of English in Greek fashion magazines. It assesses the frequency of the use of English in these media, uncovers its discourse forms and functions, and illustrates why English is being used in the first place. As it is shown, English mainly takes the form of naming and headings and what characterizes its use is creativity and innovation. Through language play, intertextual references, clips, deliberate spelling mistakes, and alternations of the intended meaning of idiomatic phrases, English has a variety of functions such as creating emphasis and attracting the reader’s attention. Like other settings where English bears a non-official status, the use of English features capitalizes on the symbolic and indexical value of this language. English is used because it symbolizes progression, innovation, and success and because it indexes knowledge of and association with globalized fashion and beauty discourses and styles circulating worldwide in fashion magazines, on social networking sites, and platforms. The findings of this study can be used to examine the extent of the homogenization of the fashion discourse worldwide while similar studies can be conducted with different types of media to compare the way that English is used in a variety of contexts in Greece and elsewhere.https://doi.org/10.1515/jwl-2022-0011english as a global languagegreek fashion magazinesindexical functionlinguistic creativitymultilingual practicessymbolic function |
| spellingShingle | Seiti Ioanna Fotiou Constantina ‘Instafashion’, ‘adeventures’ and ‘gals on the go’: The creative use of English in Greek fashion magazines Journal of World Languages english as a global language greek fashion magazines indexical function linguistic creativity multilingual practices symbolic function |
| title | ‘Instafashion’, ‘adeventures’ and ‘gals on the go’: The creative use of English in Greek fashion magazines |
| title_full | ‘Instafashion’, ‘adeventures’ and ‘gals on the go’: The creative use of English in Greek fashion magazines |
| title_fullStr | ‘Instafashion’, ‘adeventures’ and ‘gals on the go’: The creative use of English in Greek fashion magazines |
| title_full_unstemmed | ‘Instafashion’, ‘adeventures’ and ‘gals on the go’: The creative use of English in Greek fashion magazines |
| title_short | ‘Instafashion’, ‘adeventures’ and ‘gals on the go’: The creative use of English in Greek fashion magazines |
| title_sort | instafashion adeventures and gals on the go the creative use of english in greek fashion magazines |
| topic | english as a global language greek fashion magazines indexical function linguistic creativity multilingual practices symbolic function |
| url | https://doi.org/10.1515/jwl-2022-0011 |
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