View Chapters

Book: The Power of Language

Chapter: Language in Modern Trends

DOI: 10.1558/equinox.29711


Chapter 6 explores modern trends in language, trends that both result from and reflect major changes in modern Western societies. The trends are ‘technicalization’, which involves the use of scientific language for social and political policy; ‘conversationalization’, which exhibits and reflects the crossing of boundaries between public and private discursive domains; ‘marketization’, or ‘commodification’, which reflects the degree to which growing consumerism has affected discourse in areas such as education, health or social services not traditionally thought of as commodities; ‘globalization’, which is an economic ideology that incorporates a number of distinctive discursive features to promote itself.

Chapter Contributors