Language, Culture, and Ethics: Discourse Strategies from The Global South for Shaping Global Business Norms

Abubakar Usman; Aishatu Sadiq

doi:10.56201/ijelcs.vol.11.no6.2026.pg61.66

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Language, Culture, and Ethics: Discourse Strategies from The Global South for Shaping Global Business Norms

Abubakar Usman, Aishatu Sadiq

Abstract

Language is more than a tool of communication; it is a carrier of culture, values, and ethical worldviews. In the Global South, discourse strategies embedded in local languages and cultural practices provide unique insights into how business ethics can be reframed for global relevance. This paper explores how linguistic choices, such as metaphors of community, narratives of reciprocity, and culturally grounded expressions of responsibility, shape ethical expectations in business interactions. Drawing on examples from African, Asian, and Latin American contexts, the study demonstrates how local discourse practices challenge dominant Western paradigms of individualism and profit maximization, instead foregrounding collective accountability, relational trust, and sustainability. By analyzing these discourse strategies, the paper argues that the Global South contributes not only alternative ethical frameworks but also communicative models that can reshape global business norms. The research calls for a decolonized approach to business ethics that recognizes the power of language and culture in shaping moral economies, and positions the Global South as a vital source of ethical innovation with global impact.

Keywords

Language and culture; Business ethics; Global South perspectives; Discourse strategies; Cross-cultural communication.

References

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Language, Culture, and Ethics: Discourse Strategies from The Global South for Shaping Global Business Norms

Abstract

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