The Impact of the Consumerist Vernacular on language Identity

Abstract

Language is a main component of consumerist vernacular. It’s also a container of thought and a hauler of culture. There have been attempts to leap towards the horizons of language and to adapt it to the conditions of the present in all its manifestations especially, socioeconomic ones. There have been attempts to turn it into an obedient tool in promoting consumerist culture in general under the guise of breaking the monopoly of knowledge and ownership. This has been done so that it is presented to the masses in many forms, and converted into a consumer product for popular consumption surpassing the elite in the process. The language attracted by the consumerist culture was transformed by it, and endured changes in its features. It became - in many of its manifestations - a hybrid language unconsciously mixed with many other languages. It mixed the spoken language with the degraded and was influenced by society and its laws. It trailed the international march of powers and authority and followed, or rather her sons forced it to follow, many unfamiliar trends and eventually wore a new yet borrowed dress. This paper attempts to describe the bases of the new consumerist vernacular through gauging its features and monitoring its changes, by linking it to the content of direct discourse at its special requirements.