Language Diversity in Business Communication in the Social Network Instagram (On the Example of Bars, Cafes and Restaurants Ads)

Abstract

The research subject of this article is the language diversity of the European restaurant business. The methodology is defined by the understanding of polylinguism as the diversity of languages used in the same text, where each of the languages performs its own communicative functions. The study was performed using the Case Studies method, due to which the author managed to review a certain amount of cafes, bars and restaurants via the social network Instagram made over the past year, analyze the use of different languages, and draw a conclusion about the pragmatic aspects of their use.