Global Communication Norms in Russian Service Sector: Specifics of Perception
One of the under-researched areas of linguistic globalization is the expansion of American English communication norms into other cultural contexts. This phenomenon is especially obvious in the service sector where the interaction of English and Russian is quite intensive. The impact of Global English reveals itself, among other things, in the individual-focused customer communication and the informal (familiar) tone of advertising. The article explores the localization of global communication patterns in three distinct “niches” of Russian communicative space: commercial advertising and communication with clients in call-centers and supermarkets. The goal of the study is to determine whether the perception of new norms depends on customers’ place of residence, age, and gender. As a part of this study, 200 respondents were surveyed online, and SPSS statistical tools were used to analyze the obtained data. The study did not find any statistically significant relations between the respondents’ age, their perception of global norms and their place of living. At the same time, gender differences were found in the respondents’ perception of informal tone in advertising. The findings also indicate that nativization of global norms is enhanced by the local understanding of politeness and polite communication.