Balancing the Territorial and Cooperative Imperatives in Computer-Mediated Communication

This contribution focuses on a small selection of websites for Italian companies specializing in local products. Since these companies have decided to address their international audiences by adopting and adapting the English language, the analysis will explore the problems which tend to arise when one set of native usage conventions comes into contact and into conflict with another. In particular, relying on a qualitative approach, the study will try to determine whether, based on the features of the language displayed on the corporate websites, the texts can be qualified as instances of either localized or globalized EIL.