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While bilinguals frequently mix languages in everyday conversation, these hybrid language practices have often been viewed from a deficit perspective, particularly in classroom contexts. However, an emerging literature documents the complexity of hybrid language practices and their usefulness as an academic and social resource for bilingual students. This chapter examines hybrid language practices among English- and Spanish-speaking high school students in an astronomy/oceanography classroom in southern Arizona. Microethnography, or fine-grained analysis of video recordings from long-term ethnographic observation, is used to reveal what bilingual students accomplished with hybrid language practices in the classroom and to outline implications for teachers who want to engage their students’ hybrid repertoires. Specifically, the analyses reveal that careful attention to hybrid language practices can provide teachers with insights into students’ academic learning across linguistic codes, their use of language mixing for particular functions, and their beliefs about language and identity. The research is necessarily limited in scope because such in-depth analysis can only be done with a very small amount of data. Nevertheless, the findings affirm that hybrid language practices can enrich classroom discourse, academic learning, and social interaction for emergent bilinguals. The chapter highlights a teacher’s story in order to offer practical guidance to other teachers who seek to capitalize on the promise of hybrid language practices in their own classrooms.

Focused on multicultural service encounters, this paper aims to argue that the interplay between customer language preference, employee choice and use of language affects perceived interaction quality, which in turn influences loyalty, customer brand identification and positive word-of-mouth.

Using Mexican Americans (Spanish) as the focal ethnic group (language), a 3 (contexts: Fast food-English; Post office-English; Post office-Spanish) × 4 (scenarios: customer language preference adhered to; adapted to; mixed; ignored) between-subject scenario-based experiment was conducted.

Customers perceive a higher, or at least equal, level of interaction quality when the employee choice of language adheres to their preference than when the employee switches to their preferred language after missing it initially. Both of these scenarios lead to significantly higher interaction quality compared to when the employee ignores customer language preference or combines elements from two languages throughout the interaction. The adverse effects of ignoring customer preferred language or mixing it with another language are accentuated among customers with low ethnic identification and those with low level of bilingualism. Prior findings regard the interplay among interaction quality, and the remainder of outcomes variables were also corroborated.

The findings add to the literature that examines the dynamics of intercultural service encounters and draws attention to employee choice and use of language and its impact on a host of service outcomes, with interaction quality serving as a key mediator.

This study highlights the need for service firms to consider customer language preferences and train and empower employees to meet customer expectations. To the extent that the increasingly viable segments of minority customers remain underserved in most developed markets, this study provides insights into cultivating a profitable customer segment.

This study demonstrates the role of employee choice and use of language and its consequences.

Fiji is a multicultural and linguistically multi-competent country. Historical ethnic divisions have socialised students into language friendships based around common languages. Recent changes to educational policy, specifically the mandating of students learning all three of the Standard languages of Fiji (Fijian, Hindi, and English), have been introduced in hope that cross-linguistic understanding will encourage a greater sense of national identity amongst all Fijians regardless of ethnicity. This study explores one multilingual school environment considering students’ language use, attitudes and friendships in light of these policies.

A convergent mixed-methods research design using surveying, artefact collection, students’ drawing and observation was employed.

The majority of students reported some proficiency in the language of their inter-ethnic peers; however, students’ inter-ethnic friendships predominantly relied on English language use. It was observed that most friendships amongst these Fijian primary school students were still established according to main language use at home; however, inter-ethnic peer interaction in English was observed to be friendly and respectful. These language use patterns and friendship behaviours were potentially reinforced by individual and societal multilingualism, in addition to the school environment.

The chapter presents the first research linking Fijian primary school students’ language choices and friendship development.

With the increasing number of online multilingual resources, cross-language information retrieval (CLIR) has drawn much attention from the information retrieval (IR) research community. However, few studies have examined how and why multilingual searchers seek information in two or more languages, specifically how they switch and mix language in queries to get satisfying results. The purpose of this paper is to focus on Chinese–English bilinguals’ intra-sentential code-switching behaviors in online searches. The scenarios and reasons of code-switching, factors that may affect code-switching, the patterns of mixed language query formulation and reformulation and how current IR systems and other search tools can facilitate such information needs were examined.

In-depth semi-structured interviews were used as the research method. In total, 30 participants were recruited based on their English proficiency, location and profession, using a purposive sampling method.

Four scenarios and four reasons for using Chinese–English mixed language queries to cover information needs were identified, and results suggest that linguistic and cultural/social factors are of equivalent importance in code-switching behaviors. English terms and Chinese terms in queries play different roles in searches, and mixed language queries are irreplaceable by either single language queries or other search facilitating features. Findings also suggest current search engines and tools need greater emphasis in the user interface and more user education is required.

This study presents a qualitative analysis of bilinguals’ code-switching behaviors in online searches. Findings are expected to advance the theoretical understanding of bilingual users’ search strategies and interactions with IR systems, and provide insights for designing more effective IR systems and tools to discover multilingual online resources, including cross-language controlled vocabularies, personalized CLIR tools and mixed language query assistants.

Little research has been done exploring the nature of multilingual students who are not categorized as English language learners (ELLs) in English language arts (ELA) classes. This study about a group of multilingual girls in an ELA class led by a monolingual white teacher aims to show how, when a teacher makes space for translanguaging practices in ELA, multilingual students disrupt norms of English only.

The authors use reconstructive discourse analysis to understand translanguaging across a variety of linguistic productions for a group of four focal students. Data sources include fieldnotes from 29 classroom observations, writing samples and process documents and 8.5 h of recorded classroom discourse.

Students used multilingualism across a variety of discourse modes, frequently in spoken language and rarely in written work. Translanguaging was most present in small-group peer talk structures, where students did relationship building, generated ideas for writing and managed their writing agendas, including feelings about writing. In addition, Spanish served as “elevated vocabulary” in writing. Across discourse modes, translanguaging served to develop academic proficiency in writing.

The authors proposed a more expansive approach to data analysis in English-mostly cases – i.e. environments shaped by multilingual students in monolingual school contexts – to argue for anti-deficit approaches to literacy development for multilingual students. Analyzing classroom talk alongside literacy allows for a more nuanced understanding of translanguaging practices in academic writing. They also show how even monolingual teachers can disrupt monolingual hegemony in ELA classrooms with high populations of multilingual students.

This paper aims to explore the country-of-origin effect, specifically its potential impact on beer labeling, from a linguistic perspective.

The paper opted for an exploratory study using Sebba’s framework for multilingual texts (2012). Briefly, analysis developed through the observation, the use of notes taken during the phase of data collection and their comparison.

The paper provides empirical insights on how beer labels appear to signal some interesting occurring trends. First, this investigation seems to suggest a link between languages used and their potential to recall country images that producers may be willing to stimulate and enhance. Second, data appeal to products’ countries of origin, using official languages, texts and visual elements strictly interrelated with local cultures.

Because of the chosen approach, results may lack generalizability. Therefore, researchers are encouraged to apply this framework or explore the same phenomena in other product categories and geographical markets too. Finally, deeper insights on the topic could be reached taking into consideration other financial data, for example market performance.

The paper includes implications for the development of further research regarding brand image and reputation, in general, and the country-of-origin effect, specifically.

This project is innovative for two main reasons: first, its methodological approach and, second, its combination of linguistics and marketing-related aspects. Hence, exploring possible links across the two disciplines, ultimately trying to examine potential reasons underlying their use, was the final objective of this paper. Finally, no existing publications appear to use Sebba’s framework to analyze beer labels from a linguistic perspective. Consequently, no researchers seem to have explored potential interrelations among this analysis and marketing concepts and strategies.

Normalization is an important step in all the natural language processing applications that are handling social media text. The text from social media poses a different kind of problems that are not present in regular text. Recently, a considerable amount of work has been done in this direction, but mostly in the English language. People who do not speak English code mixed the text with their native language and posted text on social media using the Roman script. This kind of text further aggravates the problem of normalizing. This paper aims to discuss the concept of normalization with respect to code-mixed social media text, and a model has been proposed to normalize such text.

The system is divided into two phases – candidate generation and most probable sentence selection. Candidate generation task is treated as machine translation task where the Roman text is treated as source language and Gurmukhi text is treated as the target language. Character-based translation system has been proposed to generate candidate tokens. Once candidates are generated, the second phase uses the beam search method for selecting the most probable sentence based on hidden Markov model.

Character error rate (CER) and bilingual evaluation understudy (BLEU) score are reported. The proposed system has been compared with Akhar software and RB\_R2G system, which are also capable of transliterating Roman text to Gurmukhi. The performance of the system outperforms Akhar software. The CER and BLEU scores are 0.268121 and 0.6807939, respectively, for ill-formed text.

It was observed that the system produces dialectical variations of a word or the word with minor errors like diacritic missing. Spell checker can improve the output of the system by correcting these minor errors. Extensive experimentation is needed for optimizing language identifier, which will further help in improving the output. The language model also seeks further exploration. Inclusion of wider context, particularly from social media text, is an important area that deserves further investigation.

The practical implications of this study are: (1) development of parallel dataset containing Roman and Gurmukhi text; (2) development of dataset annotated with language tag; (3) development of the normalizing system, which is first of its kind and proposes translation based solution for normalizing noisy social media text from Roman to Gurmukhi. It can be extended for any pair of scripts. (4) The proposed system can be used for better analysis of social media text. Theoretically, our study helps in better understanding of text normalization in social media context and opens the doors for further research in multilingual social media text normalization.

Existing research work focus on normalizing monolingual text. This study contributes towards the development of a normalization system for multilingual text.

This article explores the concept of ‘linguistic landscape’ (Landry & Bourhis, 1997) and applies it to the Tutong Town Centre, which was depicted briefly in the film Gema Dari Menara (1968). Due to the cursory and grainy depiction on screen, a study of the present linguistic landscape of the town featured in the film is far more practical than a detailed comparison of the linguistic landscape of Tutong town then and now. In essence the film has provided a geographical scope for linguistic/ semiotic analysis presented in this paper. The study of signs ‘in a given geographical location’ (Ben Rafael et al, 2006: 14), using the distributive count approach, lends itself to a greater understanding of the ethnolinguistic vitality and sociolinguistic interactions of the language groups living in what can be described as a multilingual and multiracial small town. Such evidence of language use in the public sphere results from an interplay of various factors within the town’s societal context, that could be related to Scollon & Scollons’ (2003:2) idea of ‘the social meaning of material placement of sign and discourses'. This study challenges the notion of ethnic languages’ 'disappearance' from public sphere, and instead raises questions about their ‘initiation’ into public use. The study also concludes that the supposed multilinguality of the Tutong Town population is not represented in the linguistic landscape.

– This chapter aims to increase our understanding on how the language diversity of multiethnic Central Asian countries and their diasporas constitutes a talent and resource-base for local and global businesses. We revisit the role of ‘language capabilities’ for boundary-spanning abilities and the particular challenges and opportunities posed by linguistically diverse contexts among diaspora members and their homeland.

– This chapter provides an overview of prior research and uses qualitative interviews and ethnographic data.

– The findings indicate that language diversity is an important multi-layered resource and a socio-economic link that allows culturally distant markets to interact and bridges the gaps across geographic boundaries. Individuals with multiple languages and migrant ties may develop alternative ways of communicating for business, such as translanguaging and cultural communication mode-shifting.

– The administrative ‘imperial’ languages are often perceived as the oppressor's instrument, however, the alternate perspective presents it as a resource for economic relations and international business development that exists in parallel to the indigenous language heritage. We introduce a concept, on diaspora ‘language portfolio’ that is a toolbox of communication assets that allows migrants to connect and operate interculturally and inter-regionally.

– We deviate from the English language dominance of the international business literature and address how another geographic and linguistic context such as the Russophone business provides a contextual lens to understand how language capabilities of diaspora members is an asset to both, their home and host nations. We illustrate how both the Russian language and the regional and minority languages offer a great potential for entrepreneurial and trade relations. By introducing a Framework of Diaspora ‘Language Portfolio’ this study underlines that minorities and diasporas are key boundary spanners and connectors in new markets and enhance the development of trade in the region.

The purpose of this study is to present a conceptual analysis to artistic manifestation represented through graphic and multimedia pieces that are available in social media networks as document-speeches in relation to protests in Venezuela during April-July, 2017. Also, this paper proposes the implementation of digital documentation tool that allows retrieval, organization, systematization and preservation of visual contents.

Semiotic analysis based on 44 artistic pieces (images and videos) posted on Twitter, Instagram and YouTube to protest in Venezuela against the government of Nicolás Maduro in 2017. The authors defined a metadata group for content creation of multimedia and testing information retrieval from general data, textual contents, file formats and semiotic description using Omeka software.

The digital documentation of artivism proposed has the potential to sustain over time as documents likely to be studied. It also constitutes an important analysis and a historical reconstruction, which must be taken into consideration to conduct research in the future political and social process of Venezuela.

Cyber-artivism, a concept related to online activism, is conceived as an artistic expression mediated by technologies and social media emerging in the context of social environments with a political–demographic character.

Digital preservation of multimedia contents by their semiotic and historic value as artistic cyber-activism.