“Domain Loss in LSP Domains and Gaps in the Mental Lexicon: Challenges for domain experts

and alienation and exclusion of non-domain experts”

Birthe Mousten

Tartu Conference 2011

Purpose

The purpose of the research is to find out how well English loan words are adopted among young people in (in this case) Danish as a recipient language.

The purpose is to check how well the communication of superstores comes across to ordinary people.

Method

I collected from my mail box a brochure from the local megamarket (supermarket chain with a garden centre and some special shops under the same roof), called “BILKA”.

The field covered was the general things you need for your everyday life and to some extent things needed for seasonal and leisure activities.

I leafed through the brochure, which comes into the mailbox once a week, and randomly picked Engish loan words from different areas of the brochure.

After having picked my words, I tested several sources and methods to help me root away inadequate words.

Dansk Sprognævn

- Words for something which has existed for long, but has got a new name

- Old words with new meanings,  

- Words used again but in a new and metaphorical way  

- New abbreviations.

Word Retskrivningsordbogen på nettet

New Words in Danish (Jarvad)

Foreign words in Danish (Brüel and Nielsen)

Boardshorts N/A N/A N/A

Sneakers N/A Gummisko af am. oprindelse

N/A

Fashion N/A, but derivations listed, such as fashionabel, fashioneret, fashionering

N/A (eng., fra oldfr. fachon, lat. factio handling, tillavning fra facere gøre) form, stil, mode, snit, facon, måde, skik.

Streetsmart N/A N/A N/A

Nugget N/A N/A N/AColeslaw N/A N/A N/A

Phishing N/A N/A N/A

Term Which other Danish or English word do you connect with this word (Intuition)

In your opinion, what does this word mean?(Definition)

In which connection would you use this word? (Kontekst)

Boardshorts

     

Sneakers      Fashion      Streetsmart

     

Nugget      Coleslaw      Phishing      Digital      LED      LCD      Frosted      Full suspension

     

Word Connection where the word is used

What do you think the word means in this context?

Boardshorts Island Haze herre boardshorts

 

Sneakers Sneakers & basketstøvler  

Fashion I love fashion weeks  

Streetsmart Sko til alle streetsmarte  

Nugget Kyllingenuggets 400 g  

Coleslaw Deli grillkylling eller 2 stk. coleslaw

 

Phishing Norton beskytter din PC mod phishing

 

Digital Der skal tilsluttes en digital TV-tuner

 

LED LED TV  

LCD LCD TV  

Frosted Vitrineskab med frosted glaslåge

 

Full suspension Cykel med full suspension  

Boardshorts Intuition Definition

Own context

Real context

Correct 21 21 20 33

Some idea 0 0 0 2

No answer 18 21 22 9

Wrong 6 3 3 1

Streetsmart technologyStreetsmart technologyStreetsmart commentariesSchool smart or street smart (know how to fight)Street smart fashion (Hindustan!)Streetsmart lets users fly through the cityStreet smart Forex Scam/..ReviewStreet-smart campaignsMake you newsletters more street-smartStreetsmart pack….stickersEtc.

Term:

Full suspension

(Intuition) (Definition) Own context Real context: Cykel med full suspension

Springs Hard springs Springs for cars Equipped with springs

Hanging up some things

- - Equipped with springs

- - - Equipped with springs

Sacked/fired - When an employer fires an employee

No idea

  Disbelief - -Full punishment Maybe if you have

to pass exams in all subjects

- Equipped with springs

Suspicious - - Gear system?Fully equipped with springs

- This car is fully equipped with springs

Fully equipped with springs

- - - Everything included- - - -Expansion Full expansion To obtain full

suspensionNo idea

A ban To be banned from for instance a web page

- -

Being fired/sacked To be sacked 100% Workplace Equipped with springs

- - - SpringsBeing expelled, jail Fully expelled,

rejectionPunishment With the whole

works!Max. equipped with springs

When a car gives in max.

Cars Gives in max. (illegible)

Cars Full spring effect Cars Fully equipped with springs

Fully filled - - With everything included

Suspiciousness -> I am suspicious It is built and it has got it all

Football (soccer) - - Ready-made (checked)

Expelled Expelled from school

From one’s education

High speed

Being expelled That you get the red card

Football A full check

Suspended meaning that you have to stay in your room

Stay in your room Family Fast bike.

Conclusions- It seems that the young generation is not much better off in relation to understanding English than the rest of the population (I have really not checked that)

-It seems that much of the communication on the part of business fails because it is not really understood by those who see the advertisements

-The English lexicon is in many cases not very well adopted in the Danish lexicon.

-There is a very vague understanding of many of the terms adopted from the English language (digital)

-Some adopted terms take on a new meaning, e.g. streetsmart

-Etc..

From now on..

- Maybe testing with people 10 and 20 years older-Maybe cross-testing with a class of US students

-Maybe include one of my colleagues into the project who is much stronger than I on lexicography

-Other maybes---