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Linguistic Reputation Management

In: Wirkungsmechanismen im Reputationsmanagement

Author

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  • Matthias Trümpy

    (SwissGlobal Language Services AG)

Abstract

Zusammenfassung Sprache – ob in schriftlicher oder gesprochener Form – ist zweifelsohne das Medium der Kommunikation zwischen Menschen. Die richtige (An-)Sprache findet immer ihren Weg in die Köpfe der Menschen und löst emotionale (Re-)Aktionen im Gehirn aus. Das bedeutet: Ohne die passgenaue Sprache keine Kommunikationswirkung im Kopf – und damit auch keine Wirkung auf die Reputation. Oder anders gesagt: Die Verwendung der Sprache hat eine häufig viel zu unterschätzte Bedeutung für den Auf- und Ausbau von Reputation. Linguistic Reputation Management beschäftigt sich mit diesem Zusammenhang. Das Ziel: die optimale Steuerung der Reputation unter besonderer Berücksichtigung von Sprache und Kultur.

Suggested Citation

  • Matthias Trümpy, 2023. "Linguistic Reputation Management," Springer Books, in: Ulrich Bihler (ed.), Wirkungsmechanismen im Reputationsmanagement, chapter 8, pages 95-108, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-41204-3_8
    DOI: 10.1007/978-3-658-41204-3_8
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