Typ akce: konference (online)
Místo: Zagreb (online)
Organizátor: Marián Sloboda, Vít Dovalil

Standardization as a process based on intervening in variation is usually aimed at
efficient communication on a larger scale. It not only covers the emergence of
standard varieties of languages, but also language cultivation, the elaboration of
genres and terminologies, and language teaching as well as the development of
norms and standards for industry, commerce and intercultural contact.
How far should standardization go? Standards help to measure and compare quality.
Achieving standards in various areas of human activities, extending far beyond
language use, has been a product of the modern era. Standardization is inextricably
linked with social modernization, i.e. with social and cultural development through
industrialization, urbanization, and digitalization as well as political, economic and
cultural integration and unification. This era is followed by the pluralization of the
existing standards in connection with the post-modernist bolstering of regional and
minority identities (Neustupný 2006).
Standardization as a major goal of language development is usually conceived as
politically authorized or as the organized activity of particular interest groups, but
its success is ultimately measured by the implementation of proposed standards
within the wider speech community; however, such standards may be contested and
resisted in everyday interactions. In addition, some standards emerge in a bottomup
manner, stemming, for example, from evolving community norms. For these
reasons, research on standardization is well-suited for the language management
approach (Fairbrother et al. 2018, Kimura & Fairbrother 2020).
The symposium aims to explore all basic aspects of standardization processes from
the perspective of language management theory as well as other relevant theories.

References
Fairbrother, L., J. Nekvapil & M. Sloboda (Eds) (2018). The Language Management Approach: A Focus
on Research Methodology. Berlin: Peter Lang.
Kimura, G. C. & L. Fairbrother (Eds) (2020). A Language Management Approach to Language
Problems: Integrating Macro and Micro Dimensions. Amsterdam: John Benjamins.
Neustupný, J. V. (2006). Sociolinguistic aspects of social modernization. In U. Ammon, N. Dittmar, K.
J. Mattheier & P. Trudgill (Eds), Sociolinguistics: An International Handbook of the Science of
Language and Society / Soziolinguistik: Ein internationales Handbuch zur Wissenschaft von
Sprache und Gesellschaft. Volume 3 / 3. Teilband (pp. 2209–2224). Berlin, New York: Walter de
Gruyter.