“반말이 아니라 평어입니다”: 스타트업 회사의 ‘수평적’ 기업 문화와 언어이데올로기

This paper explores the deployment of ‘banmal’ (informal speech) in Korean startups aspiring to establish horizontal organizational structures, delving into the underlying language ideologies. Fieldwork in a startup encompassed the gathering of linguistic interaction and metapragmatic discourses through online interactions and interviews. As a result of the study, it was found that banmal is closely related to the image of the company pursuing communication efficiency and horizontal culture. However, dilemmas emerged when communicating with outsiders and conflicts with existing familiar communication norms. Furthermore, the members created a register of contrasting characteristics called ‘pyoung-eh’(egalitarian language) as a way to escape the image of ‘banmal’ associated with rudeness. This study aims to elucidate how language ideologies shape and are shaped by the notion of ‘horizontal’ culture and identity. With changes in organizational culture and generational changes, it was found that ‘banmal’ does not simply exist as a fixed speech style in the speech level system, but that its meanings and values are changing in various ways. This paper highlights the multifaceted approach to understanding corporate culture through studying linguistic practices. Anthropological research on horizontal corporate culture pursued by startup companies will provide an understanding and insight into cultural changes in Korean society as well as corporate culture in the future.