April 1 - German Professor Juliane House gave a lecture on "The Role of English as a Lingua Franca of Multilingual Business Communication" to the School of English for International Business. In attendance were SEIB Vice-Dean Zhu Wenzhong, SEIB's teaching staff and freshmen postgraduates.
Professor Juliane House's research focuses on intercultural communication, cross-cultural pragmatics and discourse analysis, translation, and English as a lingua franca. In her lecture, she pointed out that English plays an important role as a lingua franca for many countries, which, in turn, influences their business culture. Besides, she explained her theory of translation and discourse analysis. She stated that translation should depend on two criteria, that is, the culture of the source language as well as of the target language. She also briefed the audience on some terminology, including cultural filter, lingua culture, dimension, genre, field, tenor, and mode.
During the question and answer period, Professor Juliane House took the time to explain difficult concepts clearly to the audience. This allowed the audience to find the lecture enjoyable.
Source: GDUFS News Website
