| To create harmonious enterprises has become the theme of the 21st century. Well-established Corporate culture is not only of great value to the creation of a harmonious corporation, but also of vital importance to the core competence of a corporation. Nowadays, more and more companies are adopting language as a tool to advocate and promote corporate culture. Thus, it is of great significance to probe into the interaction between corporate language and corporate culture, to enhance the understanding in the role corporate language plays in reinforcing and reshaping corporate culture, which will give corporations better insights in corporation culture establishment and promotion.Culture and language are thoroughly intertwined. Language gives humans the ability to transmit their culture, as well as to adapt to the cultures as changes occur. Language develops as a result of what is important in one's cultural environment. And at the same time, the Sapir-whorf hypothesis (also taken as the Theory of Linguistic Relativity) holds the opinion that language affects perception. If language affects perception, and perception affects human behavior, language, being greatly influenced by culture, can be considered a strong determinant of culture as well, as group behavior is a great reflection of group culture.Corporations, as small communities, have their unique cultures. In today's white-hot competitive business environment, success will increasingly be measured by each organization's ability to locate and identify its own culture. Corporate language, out of its role in shaping culture, is widely adopted in defining and promoting a company's unique corporate cultures and values. Language serves as the foundation of a firm's identity. Companies begin with a vision, which is articulated in corporate language. The language then, like the roadmap for the culture of the organization, greatly influences minds and directs business activities, which reflect and determine corporate culture. |
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