‘Talking Both Languages‘: 20 Perspectives on the Use of Spanish and English Inside and Outside the Workplace

Callahan, Laura

doi:10.1080/01434630508669083

Cited by 20 publications

(10 citation statements)

References 13 publications

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“…In service contexts, however, research on language influence is much scarcer, despite the fact that bilingual consumers in bilingual markets often have to conduct service encounters in their second language (Callahan, 2005(Callahan, , 2006. While acknowledging the importance of understanding the role of language in advertising contexts, we argue that the interactive nature of services (Grönroos, 1978;Surprenant and Solomon, 1987) makes the importance of understanding how language influences consumers in service encounters crucial.…”

Section: Introductionmentioning

confidence: 85%

“…This being the case, it is striking that virtually all research on the role that language plays for consumers is found outside the service field, while service research appears to take a common language between consumers and companies for granted (Holmqvist, 2011).Taking a sociolinguistic perspective on language use, Callahan (2006) notes that in interactions where two interlocutors do not share a common native language, the person with the lowest status usually accommodates by speaking the language of the person with the highest status. As it is the customer who decides the outcome of the service encounter (Grönroos, 2008), applying this logic to a consumer setting suggests that it is the service provider who should accommodate the customer (Callahan, 2005). However, customers are not always served in their native language on a bilingual market (Holmqvist, 2011).…”

Section: Theory Development and Hypothesesmentioning

confidence: 99%

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Speak my language if you want my money

Vaerenbergh

Holmqvist

2013

European Journal of Marketing

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Purpose -Despite the importance of the interaction between consumers and service personnel for how consumers perceive quality, service research assumes that both customers and service provider are perfectly able to interact with each other. This might not be the case on bilingual markets. This paper aims to examine customers' behavioral reactions to being served in their first versus second language. Specifically, the paper tests whether bilinguals who are served in their second language are less likely to tip the service provider. Moreover, it seeks to examine the mediating role of speech accommodation, and the moderating roles of bilinguals' perceived second language proficiency and political considerations. Design/methodology/approach -Study 1 tests the main hypothesis using a scenario-based experiment with adult consumers in two bilingual countries (Belgium, Finland). Study 2 further elaborates on these findings using a retrospective survey of actual customer experiences in Belgium. Findings -Driven by perceptions of speech accommodation, the results consistently show that consumers are more likely to tip if served in their native language compared to when served in their second language. Moreover, this relationship is not dependent on consumers' perceived second language proficiency, but rather upon their political considerations. Originality/value -This is the first study of bilingual customers' behavioral reactions to being served in their second language, among bilingual customers from different countries. Given that more than half the countries in the world are multilingual, service providers need to take customers' native language into account when serving bilingual customers.

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Section: Introductionmentioning

confidence: 85%

Section: Theory Development and Hypothesesmentioning

confidence: 99%

Speak my language if you want my money

Vaerenbergh

Holmqvist

2013

European Journal of Marketing

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“…The aim of this project has been to contribute to the debate over whether Mock Spanish is racist discourse (Breidenbach, 2006;Hill, 1995Hill, , 1998Schwartz, 2008;Zentella, 2003) and to the related discussion of the use of Spanish by non-native speakers (Callahan, 2004(Callahan, , 2005Urciuoli, 1996). The results have shown that Mock Spanish is indeed perceived as potentially insulting.…”

Section: Discussionmentioning

confidence: 99%

Speaking with (dis)respect: a study of reactions to Mock Spanish

Callahan

2010

Language and Intercultural Communication

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This paper reports on an investigation into the reactions of 147 participants of various ethnicities to a language practice in the USA that has been characterized as Mock Spanish, a special register in which Spanish words or phrases are used to evoke humor by indexing an often unflattering image of Spanish speakers. Research questions include whether Mock Spanish is indeed racist discourse, whether it can by definition be used only by non-Latinos, and whether there are any correlations between individual reactions and informants' racial-ethnic selfidentification, gender, age, educational attainment, Spanish language proficiency, and frequency of contact with native Spanish speakers. Este trabajo informa sobre un estudio de las reacciones de 147 participantes de varias etnicidades a una práctica lingü ística en los Estados Unidos que se viene denominando Mock Spanish, un registro especial en el cual se usan palabras o frases para evocar el humor con imágenes de hispanohablantes que suelen ser poco favorables. Las cuestiones que se intenta resolver en este estudio incluyen si el Mock Spanish es en realidad un discurso racista, si por definició n puede usarse ú nicamente por los no-latinos, y si hay alguna correlació n entre las reacciones de los informantes y su autoidentificación étnica y racial, su sexo, edad, nivel de instrucció n, competencia lingü ística en el españ ol, y frecuencia de contacto con hablantes nativos del españ ol.

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“…There are higher stakes for HLs when it comes to all forms of competence in the heritage language, since native speakers-influenced by long-standing raciolinguistic ideologies (Flores and Rosa 2015)-judge HL learners' errors more harshly in comparison to what they tolerate without criticism-or even praise-on the part of L2 learners (Krashen 2000;Callahan 2005;Petrucci 2007). Therefore, the stakes for HL are higher to achieve or approach high levels of linguistic proficiency as well as intercultural competence appear to be higher, because the acceptance of their own self-identity is contingent on whether other native speakers also accept it (Leeman 2015).…”

Section: Icc In Relation To L2 and Hl Learnersmentioning

confidence: 99%

Intercultural communicative competence and Spanish heritage language speakers: an overview from the U.S., Australia and Europe

Díaz

Callahan

2020

Journal of Spanish Language Teaching

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Research on 'heritage/community language education' (HCLE) has a relatively recent trajectory, but it has generated a large number of scholarly publications, particularly in relation to Spanish in the United States (U.S.) where the growth of Spanish heritage language learners (HLL) has been exponential. However, to date, limited research attention has been given to the intersection between heritage language learning and the development of intercultural communicative competence (ICC). This may be attributed to the assumption that, on a daily basis, such learners are required to move and effectively operate between languages and cultures and, therefore, already possess adequate levels of ICC. With the development of ICC, now considered an integral component in language education, the time appears ripe to examine its implications within HCLE. This paper articulates the key similarities and differences in the trajectories of ICC research in relation to university level heritage learners of Spanish in three distinct geographical contexts: Australia, Europe, and the United States.

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‘Talking Both Languages‘: 20 Perspectives on the Use of Spanish and English Inside and Outside the Workplace

Cited by 20 publications

References 13 publications

Speak my language if you want my money

Speak my language if you want my money

Speaking with (dis)respect: a study of reactions to Mock Spanish

Intercultural communicative competence and Spanish heritage language speakers: an overview from the U.S., Australia and Europe

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