Jazykové, komunikační a sociokulturní aspekty globalizace: K výzkumu nadnárodních podniků působících v České republice
Linguistic, communicative and sociocultural aspects of globalization: Research on multinational companies operating in the Czech Republic

Summary/Abstract: In this article, we examine language in the context of globalization as a phenomenon constantly increasing in complexity presented through initial findings of the project “Globalization and the Development of Language Policy at Škoda Auto, a. s., over the Past 25 Years: Language Management in Everyday Practice”. We focus on the company’s internationalization within the Volkswagen Group and its expanding activities in India and Vietnam. Combining macro-approaches of the sociology of language and the micro-approaches of interactional sociolinguistics and linguistic ethnography, our analysis is guided by Language Management Theory providing fundamental analytical guidelines and a metalanguage. Key areas include linguistic diversity, especially German–English relations, videoconferencing practices, the semiotic role of the diacritic in the Škoda logo, and the interplay of global and local dynamics in a Czech border plant. Findings indicate emerging large-scale instances of language shift alongside increasing creative management of ever-evolving diversity.

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