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Abstract

This study explores the representation of Singaporean Chinese diasporic identity in Hwee Hwee Tan’s novel Mammon Inc. with the help of cultural linguistics. This article seeks to analyze how the novel contributes to understanding diasporic identity and cultural negotiation, with a focus on how the portrayal of the main character reshapes the delicate equilibrium between traditional values and global capitalist pressures. Drawing on Farzad Sharifian’s cultural conceptualization framework and Gary B. Palmer’s ethnosemantic analysis, this study focuses on cultural schemas and metaphors in the novel. We identify passages in Mammon Inc. that illustrate themes of identity negotiation, cultural displacement, and the impact of globalization on traditional values. Through the categorization of themes and metaphors, we aim to identify culturally relevant schemas pertaining to the Singaporean Chinese diaspora. We also employ Palmer’s ethnosemantic analysis to expose how the novel’s language reflects the cognitive and cultural frameworks of the protagonist. The metaphorical language used in the novel reveals the protagonist’s struggle to balance familial expectations with personal ambitions, thus challenging simplistic narratives of identity. This analysis of Tan’s novel enhances cultural linguistics and diaspora studies by deepening our understanding of how cultural and linguistic factors influence the representation and understanding of diasporic experiences. It underscores the importance of language and culture in the negotiation of identity, offering a nuanced perspective on the complexities faced by the Singaporean Chinese diaspora in a globalized world.

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