Language and Neoliberalism

Abstract

The article attempts to shed light on the connection between language and the neoliberal ideology that marks our time. An interdisciplinary approach applies insights from different social studies, humanities and natural science fields. In the introduction, neoliberalism is presented primarily from the standpoint of political and economic history. Some of the causes and triggers are presented that have enabled neo-liberal principles in a very short time to become a world ideology, or – as Gramsci would call it – a senso comune, that is a world view that is uncritically absorbed from the social environment in which we culturally evolve. Language is an important, if not the most important element of culture and socialization; this is why in the main part of the article I discuss how the neoliberal ideology presents itself in different ways in language use. The vital role that language plays in shaping the world can be seen even in the label for this economic doctrine; the variation is wide, from neoliberalism, neo-classical economy, new economy, Post-Fordism, to free-market economy. Three different linguistic approaches are presented, which address the connection between language and neoliberalism. Norman Fairclough and Eve Chiapello use a critical analysis approach to analyze management literature, its genre, style and discourse in the narrow sense. In the cognitive approach, the linguist George Lakoff, through the use of metaphor and reality framing, explains reflexive language use and, with the technique of brain mapping, confirms consequent changes in world perception. In the case of semantic studies, Ruqaiya Hasan shows the process of word meaning change (resemanticization), which, thanks to intensive use over a very short time, is caused by people with a vested interest. Through a synthesis of the presented approaches, I strive to show the ideological use of language and illuminate it with some examples from Slovene. Knowing the implications of the use of words like customer (Slo. stranka), consumer (Slo. potrošnik), tax-payer (Slo. davkoplačevalec), democracy (Slo. demokracija) and free-market (Slo. svobodni trg) is crucial to identifying the time and space that defines us; reflective literacy plays a key role in this. The final phase of the article reflects on the value of language and evaluation of knowledge of language or languages. Is language a kind of capital or did we fall into the trap of ideological language use by so naming it? In this last section the neoliberal commodification of language is highlighted, which is a result of the service-oriented economy and a modified perception of work, which is now increasingly defined by linguistic performance and completely indeterminate in relation to time and space. At the same time, language and capital correlate – as Mazzini argues – at the most basic level: when the US Treasury prints on a twenty dollar bill ”This note is legal tender for all debts, public and private,” a performative speech act is carried out (with long term consequences). By emphasizing the importance of language awareness, critical interpretation of the meanings of words and the identification of (non-) reflexive use of language in today’s neoliberal senso commune, we emphasize that language is a resource for the emergence and preservation of ideologies. Awareness of this enables us to identify them and exercise caution regarding their ability to alter reality.