More Than “Freaky Fast”
“Hi there, what can we get make you today?” A phrase very similar or exactly like this is heard all too often when working in the food industry. An innocent and rather mundane phrase at first glance, however it provides more information than advertised. Language is something that is involved in every aspect of our life; there is not a second that goes by without some incorporation of reference to language. While it may not always be explicit, language influences and shapes our lives in many ways. It affects how we create an identity, how we think and how we act around others. The most significant knowledge that can be derived from language use is people’s central ideologies. In other words, language practices often provide clues or explicit evidence of individual’s core thoughts and beliefs. It can also provide similar evidence for a community’s binding mentality, to enforce this idea, it is important to take a closer examination on communities of practice. A specific example of how this is seen in the community of Jimmy John’s employees. While this community’s ideologies may be hard to identify at first glance, a closer look at language practices help to identify some. Over the course of 6 months of occupation and closer examination of particular language practices such as lexicon use or gestures one can identify three fundamental ideologies in the Jimmy John’s community: Customer as professionals/clients, general resentment for customers and the staff as an exclusive/covertly prestigious group.
“The Customer Is Always Right.” Another timeless phrase in the food industry, perhaps just a meaningless gesture at other businesses, but at Jimmy John’s is a foundation that is regularly shown and they take i...
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...ity specific lexicon to show the covert prestige of staff are all examples of how language can be used to identify fundamental ideologies of a community. Language is a very helpful tool that can be utilized to recognize things that would normally go unnoticed, in this particular case, it showed that Jimmy John’s is a little more than just “Freaky Fast.”
References
Bucholtz, Mary
2001 The Whiteness of Nerds: Superstandard English and Racial Markedness. Journal of Linguistic Anthropology 11(1):84-100.
Eckert, Penelope
2004 Adolescent Language. Language in the USA: Themes for the Twenty-First Century:360-375.
Labov, William
2006 The Social Stratification of English in New York City.Cambridge University Press.
Sandoval, R. (Director) (2013, October 12). Language Within Communities .Language in U.S Society. Lecture conducted from Univeristy of Colorado , Boulder.
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