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Swear words for sale: The commodification of swearing
Södertörns högskola, Institutionen för kultur och lärande, Engelska.ORCID-id: 0000-0003-2277-2282
Saarland University.
2021 (engelsk)Inngår i: Pragmatics and Society, ISSN 1878-9714, E-ISSN 1878-9722, Vol. 12, nr 1, s. 79-105Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

Swearing has traditionally been associated with spoken language; however, swear words are appearing more often in print and, notably, explicitly featured in commercial products. In this paper, we consider this development an example of the commodification of swear words, or 'swear words for sale'. Our analyses of English-language swear word products show that the taboo nature of swear words is exploited and capitalized upon for commercial gain. We argue that swear word commodities trade on sociolinguistically incongruous aspects of swear word usage, increasing salability of the swear word products by targeting specific demographics. Specifically, we analyze (1) women's apparel and accessories, (2) domestic items and home décor, and (3) children's products for adults or articles targeting parents of young children. The study concludes with a discussion of whether the popularization of swearing via such commodification may ultimately result in a loss of distinctiveness and devaluation.

sted, utgiver, år, opplag, sider
John Benjamins Publishing Company , 2021. Vol. 12, nr 1, s. 79-105
Emneord [en]
Age, Class, Commodification, Gender, Swearing, Taboo
HSV kategori
Forskningsprogram
Östersjö- och Östeuropaforskning
Identifikatorer
URN: urn:nbn:se:sh:diva-44639DOI: 10.1075/ps.18024.beeISI: 000629370600005Scopus ID: 2-s2.0-85102377057OAI: oai:DiVA.org:sh-44639DiVA, id: diva2:1539988
Ingår i projekt
A multidisciplinary study of feminist comic art, The Foundation for Baltic and East European StudiesTilgjengelig fra: 2021-03-26 Laget: 2021-03-26 Sist oppdatert: 2025-10-07bibliografisk kontrollert

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