Chapter 9. Localizing the Global on the Participatory Web

  1. Nikolas Coupland
  1. Jannis Androutsopoulos

Published Online: 7 OCT 2010

DOI: 10.1002/9781444324068.ch9

The Handbook of Language and Globalization

The Handbook of Language and Globalization

How to Cite

Androutsopoulos, J. (2010) Localizing the Global on the Participatory Web, in The Handbook of Language and Globalization (ed N. Coupland), Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444324068.ch9

Publication History

  1. Published Online: 7 OCT 2010
  2. Published Print: 6 AUG 2010

ISBN Information

Print ISBN: 9781405175814

Online ISBN: 9781444324068

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Keywords:

  • global discourse in key domains and genres;
  • localizing the global on the participatory web;
  • computer-mediated discourse (CMD);
  • localization, recontextualization, and vernacularity;
  • semiotic mobility, situated within web as ‘mediascape’;
  • ‘localization,’ meanings in academic and professional literature - in translation studies and other domains;
  • participation, convergence and rise of vernacular spectacles;
  • standardization, understood as imposition of uniformity on design;
  • recontextualized spectacles - local responses to global media content;
  • vernacular spectacles - as ‘Localization from Below’

Summary

This chapter contains sections titled:

  • Introduction

  • Localization, Recontextualization, and Vernacularity

  • Web 2.0: Participation, Convergence, and the Rise of Vernacular Spectacles

  • Exploring Spectacles: Analytical Concepts for Web 2.0 Research

  • Recontextualized Spectacles: Local Responses to Global Media Content

  • Two ‘Bavarian’ Recontextualizations on YouTube12

  • Discussion: Vernacular Spectacles as ‘Localization from Below’

  • References