A Language Ideological Landscape: The Complex Map in International Companies in Denmark

Kamilla Kraft, Dorte Lønsmann

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review


This chapter investigates the language ideological landscape of Danish international companies, which operate in a complex linguistic environment dominated by Danish and English, with influences from the regional languages Swedish, Norwegian and German. The chapter aims to explore not just ideologies about individual languages, but the relationship between different ideologies in the language ideological landscape. Interviews have been conducted with 13 managers from 11 international companies in Denmark. The data analysis draws on discourse analysis and grounded theory, focusing on how Danish managers present the roles and relationships of different languages. Two ideologies dominate the representations of these managers: “the natural choice” and “language as power”. These ideologies may at times conflict, but they are always managed. In order to understand this process, the authors show who decides the what, where and when of the natural language choice, and who is entitled to use language as a way of regulating power relations.
Original languageEnglish
Title of host publicationEnglish in Business and Commerce : Interactions and Policies
EditorsTamah Sherman, Jiri Nekvapil
Number of pages27
Place of PublicationBerlin
PublisherDe Gruyter
Publication date2018
ISBN (Print)9781501515538
ISBN (Electronic)9781501506833, 9781501506758
Publication statusPublished - 2018
SeriesEnglish in Europe
SeriesLanguage and Social Life

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