The aim of our work is twofold: The exploration of corpora combined with the search for an innovative modality for refining intercultural competence. For this purpose, we use the brand name Kärcher, which for many years has largely departed from its original meaning as a high-pressure water cleaner by acquiring semantic weight and discursive versatility through discourse, as it blends with other semantic- syntactic combinatorics for the linguistic needs of speakers. In a first step, we will demonstrate that the name Kärcher, which by antonomasia was associated with "scum" at its origins, evolves in discourses and affects other spheres. Namely, native French-speaking writers or not, appropriate the Brand Name Kärcher and transform it as they please by applying it to the most distant domains compared to that of cleanliness in the literal and figurative sense of the term. Finally, interculturality as a "dynamic between" escapes the seemingly fixed side of culture and manifests itself as a dynamic between different domains.

(2021). Pour un dialogue interculturel: évolution sémantique du Nom de Marque Kärcher dans le discours = For an intercultural dialogue: semantic evolution of the Kärcher brand name in discourse [journal article - articolo]. In ANALES DE FILOLOGÍA FRANCESA. Retrieved from http://hdl.handle.net/10446/206150

Pour un dialogue interculturel: évolution sémantique du Nom de Marque Kärcher dans le discours = For an intercultural dialogue: semantic evolution of the Kärcher brand name in discourse

Tonti, Michela
2021

Abstract

The aim of our work is twofold: The exploration of corpora combined with the search for an innovative modality for refining intercultural competence. For this purpose, we use the brand name Kärcher, which for many years has largely departed from its original meaning as a high-pressure water cleaner by acquiring semantic weight and discursive versatility through discourse, as it blends with other semantic- syntactic combinatorics for the linguistic needs of speakers. In a first step, we will demonstrate that the name Kärcher, which by antonomasia was associated with "scum" at its origins, evolves in discourses and affects other spheres. Namely, native French-speaking writers or not, appropriate the Brand Name Kärcher and transform it as they please by applying it to the most distant domains compared to that of cleanliness in the literal and figurative sense of the term. Finally, interculturality as a "dynamic between" escapes the seemingly fixed side of culture and manifests itself as a dynamic between different domains.
articolo
L’objectif de notre travail porte sur une double exigence : l’exploration de corpus combinée à la quête d’une modalité innovante pour peaufiner la compétence interculturelle, dans le cadre d’une formation universitaire en médiation culturelle. Pour ce faire, nous avons recours au nom de marque (désormais NdM) Kärcher qui s’est depuis de longues années largement démarqué de son sens initial de nettoyeur à eau à haute pression en acquérant à travers les discours épaisseur sémantique et polyvalence discursive, car il se marie avec d’autres combinatoires sémantico-syntaxiques pour les besoins langagiers des parlants. Nous allons démontrer que le nom Kärcher qui par antonomase était associé à "racaille" à ses origines, évolue dans les discours et prend des envolées insoupçonnées affectant d’autres sphères. A savoir, les scripteurs francophones natifs ou non s'approprient du NdM Kärcher et le transforment à leur guise pour l'appliquer aux domaines les plus éloignés par rapport à celui de la propreté au sens propre et figuré du terme. Finalement, l’interculturel comme « dynamique entre » échappe au côté qui peut paraître figé du culturel et se manifeste comme une dynamique entre domaines différents.
Tonti, Michela
(2021). Pour un dialogue interculturel: évolution sémantique du Nom de Marque Kärcher dans le discours = For an intercultural dialogue: semantic evolution of the Kärcher brand name in discourse [journal article - articolo]. In ANALES DE FILOLOGÍA FRANCESA. Retrieved from http://hdl.handle.net/10446/206150
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10446/206150
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