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links terms or expression to concepts that have
content in a specific context. Abrams (1983)
describes a term as words or phrases, and
concept as the definition of the term. Finegan
et al., (1997) describe expression as words or
phrases. They describe content as the situations
to which the expressions are applied.
‘There is no point of view outside the experience
of the world in language from which it
could itself become an object . . . Even to
speculate about nonverbal and non-linguistic
realms of experience – such as music, dance,
or emotions – requires language to describe or
articulate the nature and vicissitudes of those
experiences’ (Zeddies, 2002). In such descriptions,
different languages, in different cultural
and traditional contexts, succeed to different
degrees. Meaning is assigned to expressions
through social mediation. As stated by
Zeddies (2002), ‘the limits in our expressive
capacity do not necessarily correspond to a
rigid boundary in the expressive power of language.
Rather, the meanings that are not
available to us in words suggest that our particular
cultural and historical moment may
not allow for those expressions.’ It is important
for multinational corporations to recognize
this point for effective management of
knowledge, globalization and internationalization
processes, and workforce diversity. As
described by Zeddies (2002), even though we
may not be able to use words to describe a
feeling, thought, or action, we are nevertheless
greatly influenced by that which language
presupposes and constitutes.
Corporate vocabulary and
language
Corporations, even multinational corporations,
often seek to meet their communication
needs, and the challenges of knowledge
management, globalization and workforce
diversity, by adopting a single working
language for the entire organization. They
may adopt a language that offers the most
efficient economic means of management,
within the context of the strategic environment
in which they exist and operate.
Language may be viewed as the means by
which an organization communicates its culture
to members within the society in which it
operates. However, as discussed below, it
does more than communicate culture.
Through language it produces new concepts
to augment its knowledge base, develops
vocabulary unique to the organization
through which to manage its knowledge base,
and exchanges value through the use of its
working language that has been enhanced by
that vocabulary.
Production of vocabulary and
language
Abrams (1983) proposed a hypothesis for
individual language behaviour. In the emerging
knowledge economy, his hypothesis may
be extended to corporate organizational
behaviour as well. Abrams views language as
a society’s most important privately produced
public goods. He states:
The coinage of a phrase or term to formalize
a new concept provides positive externalities
to other members of society (for
example, it facilitates the transmission of
verbal and written communication). Based
on traditional measures, the language
market fits the economist’s description of a
‘free’ market. Over time, countless numbers
of individuals . . . have contributed to
the production process while virtually
everyone has functioned as a consumer of
language goods.
(Abrams, 1983)
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors