Language is a semantic-conceptual system of communication and information exchange. It is based on the world view and is one of the key factors in the social community’s formation.
The most important language function is identification “own” / “foreign” and ensuring effective communication between “own”.
Another no less important function is the formation of “everyday” and “high” conceptual communication topics: the key concepts and accepted in the society their interpretation.
In addition, the language is the matrix that forms the thinking model. The language design, its linguistic and visual forms have an active influence on the thought processes format. Thus, the language has active and passive influence on the change in society trajectory.
There are several levels of language management. The easiest is to create a set of subject / brand identifier words: those words (and speech patterns) which are inherent (unique) for subject’s communication that allow you to quickly name it and emphasize its uniqueness / unlike other.
The next level is the words and expressions creation / removal which allow you to add / remove certain concepts from the social field and to create discourses.
An even higher level is the impact on language structure to change the alphabet, linguistic structure, and so on. It allows you set aside / draw near the language of social groups in relation to other social formations.
And the highest level – world’s creation integral part – is language design: create symbols’ architecture and concepts to express the philosophy inherent in the world (more detailed description can be found in the chapter “Sign Language”).
In the context of the reputation management concept language has the main areas of practical application:
- Integration management (plainness) of the subject in a particular social group.
- Impact on the discourses, increasing subject’s reputational capital.
- Changes in existing language’s structure, new language’s creation is an implementation tool in developing future.
Managing the social subject’s integration is passive language management. The essence of the action is in the formation and use in communication own vocabulary of the subject / brand based on one or more existing languages. This approach creates a word-markers to help identify the subject of the various groups and respondents and to correct (to fix) the subject’s perception by external observers.
In practice, this dictionary is a part of subject’s brand-book and implemented (usually) in a reputation matrix format in-cell-position indicates a set of words and language modules inherent to the subject, and are a priority for communications.
Less often dictionary is implemented on the positional (conflict) map’s basis. In this case, the dictionary is formed depending on the respondents’ group language characteristics to which the selected language keys reach corresponding to the subjects’ outlook.
The impact on discourses is an active language’s management. The action’s essence is to create or remove the words and language modules (phrases, idioms, and so on.) to actively influence the current language environment to update the subject / brand social qualities.
Such work is based on a subject’s reputation matrix comparison to reputational matrices of key respondents groups. This allows determining existing overlaps and conflicts in world view of (social dominant) subjects and its respondents.
Based on this analysis the conflict map is formed and lists concepts, discourses (and their language expression) need to be synchronized for all major interaction vectors between subject and respondents groups.
This approach with its big resource consumption is used in cooperation with large social subjectivity, such as markets.
New words and speech modules introduction is carried out by conventional methods: direct borrowing from other languages and slang (skills, fuck-up – came into Russian from English in the same verbal form), new words and language modules construction based on native roots and foreign part with new semantic content (“the boy in the club bonded with model” –this phrase meaning today and 20 years ago are completely different).
Waiver is usually carried out by taboo. It is prohibited to use within the “fine company” particular word or language module. For example, after 1917 in the Soviet Union such word was “master”.
However, such an approach may have the opposite effect – the word becomes frequently used, but with a negative connotation. Another way is accelerated aging of the word, giving it archaic vibe. Very significant resources (primarily time) are required for word or language modules’ full waiver from the use
Changes in the language structure, new language are an active strategic language management. The action’s essence is an active influence on the language structure or development a fundamentally new (based on a different world view) language in order to support developed future implementation. Partly this task is solved by influence means on the discourses (eg. through the creation of a future’s dictionary), but changing the language structure allows you to more effectively influence the large social projects trajectory. For example, Turkish language’s transliteration to the Latin alphabet has determined the social trajectory of the country’s rapprochement with the European semantic space.
The new language creation allows materializing designed worlds. An example is the Klingon language, which is a significant factor in the Star Track series fictional world development and materialization.
New language’s development and implementation is the highest form of language management and a promotion tool for a world view in existing and emerging social groups.