Presentation on theme: "Birthe Mousten Tartu Conference 2011. Purpose The purpose of the research is to find out how well English loan words are adopted among young people in."— Presentation transcript:
Birthe Mousten Tartu Conference 2011
Purpose The purpose of the research is to find out how well English loan words are adopted among young people in (in this case) Danish as a recipient language. The purpose is to check how well the communication of superstores comes across to ordinary people.
Method I collected from my mail box a brochure from the local megamarket (supermarket chain with a garden centre and some special shops under the same roof), called “BILKA”. The field covered was the general things you need for your everyday life and to some extent things needed for seasonal and leisure activities. I leafed through the brochure, which comes into the mailbox once a week, and randomly picked Engish loan words from different areas of the brochure. After having picked my words, I tested several sources and methods to help me root away inadequate words.
Dansk Sprognævn - Words for something which has existed for long, but has got a new name - Old words with new meanings, - Words used again but in a new and metaphorical way - New abbreviations.
WordRetskrivningsordbogen på nettet New Words in Danish (Jarvad) Foreign words in Danish (Brüel and Nielsen) Boardshorts N/A Sneakers N/AGummisko af am. oprindelse N/A Fashion N/A, but derivations listed, such as fashionabel, fashioneret, fashionering N/A(eng., fra oldfr. fachon, lat. factio handling, tillavning fra facere gøre) form, stil, mode, snit, facon, måde, skik. Streetsmart N/A Nugget N/A Coleslaw N/A Phishing N/A
TermWhich other Danish or English word do you connect with this word (Intuition) In your opinion, what does this word mean? (Definition) In which connection would you use this word? (Kontekst) Boardshorts Sneakers Fashion Streetsmart Nugget Coleslaw Phishing Digital LED LCD Frosted Full suspension
WordConnection where the word is used What do you think the word means in this context? Boardshorts Island Haze herre boardshorts Sneakers Sneakers & basketstøvler Fashion I love fashion weeks Streetsmart Sko til alle streetsmarte Nugget Kyllingenuggets 400 g Coleslaw Deli grillkylling eller 2 stk. coleslaw Phishing Norton beskytter din PC mod phishing Digital Der skal tilsluttes en digital TV- tuner LED LED TV LCD LCD TV Frosted Vitrineskab med frosted glaslåge Full suspension Cykel med full suspension
BoardshortsIntuitionDefinition Own contextReal context Correct Some idea 0002 No answer Wrong 6331
Streetsmart technology Streetsmart commentaries School smart or street smart (know how to fight) Street smart fashion (Hindustan!) Streetsmart lets users fly through the city Street smart Forex Scam/..Review Street-smart campaigns Make you newsletters more street-smart Streetsmart pack….stickers Etc.
Term: Full suspension (Intuition) (Definition)Own contextReal context: Cykel med full suspension SpringsHard springsSprings for carsEquipped with springs Hanging up some things --Equipped with springs --- Sacked/fired-When an employer fires an employee No idea Disbelief-- Full punishmentMaybe if you have to pass exams in all subjects -Equipped with springs Suspicious--Gear system? Fully equipped with springs -This car is fully equipped with springs Fully equipped with springs ---Everything included ---- ExpansionFull expansionTo obtain full suspension No idea A banTo be banned from for instance a web page -- Being fired/sackedTo be sacked 100%WorkplaceEquipped with springs ---Springs Being expelled, jailFully expelled, rejection PunishmentWith the whole works! Max. equipped with springs When a car gives in max. CarsGives in max. (illegible) CarsFull spring effectCarsFully equipped with springs Fully filled--With everything included Suspiciousness->I am suspiciousIt is built and it has got it all Football (soccer)--Ready-made (checked) ExpelledExpelled from schoolFrom one’s educationHigh speed Being expelledThat you get the red card FootballA full check Suspended meaning that you have to stay in your room Stay in your roomFamilyFast bike.
Conclusions - It seems that the young generation is not much better off in relation to understanding English than the rest of the population (I have really not checked that) -It seems that much of the communication on the part of business fails because it is not really understood by those who see the advertisements -The English lexicon is in many cases not very well adopted in the Danish lexicon. -There is a very vague understanding of many of the terms adopted from the English language (digital) -Some adopted terms take on a new meaning, e.g. streetsmart -Etc..
From now on.. - Maybe testing with people 10 and 20 years older -Maybe cross-testing with a class of US students -Maybe include one of my colleagues into the project who is much stronger than I on lexicography -Other maybes---