Following the economic crisis triggered in 2008, the presence of “green discourse” in politics and business has been growing steadily. As far as Italy is concerned, the growing presence of English to promote sustainable and environment-friendly activities is evident when observing well known companies such as Lifegate, Slow Food or Eataly, which have chosen to use English even for their name. The aim of this paper is to explore the way English is employed to promote environment-friendly Italian activities, focusing on the use of Anglicisms on their Italian websites, and what could be the effects of this Anglicization process.
The unsustainable Anglicization of sustainability discourse in Italian green companies
CAIMOTTO, Maria Cristina
2013-01-01
Abstract
Following the economic crisis triggered in 2008, the presence of “green discourse” in politics and business has been growing steadily. As far as Italy is concerned, the growing presence of English to promote sustainable and environment-friendly activities is evident when observing well known companies such as Lifegate, Slow Food or Eataly, which have chosen to use English even for their name. The aim of this paper is to explore the way English is employed to promote environment-friendly Italian activities, focusing on the use of Anglicisms on their Italian websites, and what could be the effects of this Anglicization process.
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