This study explores the use of English in the texts of product packages sold in Swedish retail. This includes looking at the proportion of English of the packages of four brands God Morgon, Froosh, Oatly and Wellness, as well as exploring what moves are most likely to be in English and furthermore, what cultural values are conveyed by the texts. The most significant findings are that the proportion of English varies among both between and within the brands, depending on the specific niche the products have. Furthermore, in line with previous studies, English is mainly found in the attention-grabbing moves such as headlines and leads, whereas Swedish is more frequent in the copy which serves a more explanatory and detailing function. This is true except for the texts of the brand Oatly, with the main copy also in English. The cultural values conveyed by the texts, finally, both support previous findings, but it may be suggested that some of the values, such as nature and morality, have just recently begun to be associated to English.

[pt] Este estudo busca investigar como empresa e clientes se apropriam do Twitter para construir uma interação de sociabilidade. A partir de uma abordagem interacional da comunicação e à luz de estudos sociopragmáticos, foram analisadas mensagens iniciadas pela empresa ou pelo cliente, publicadas nas páginas de uma empresa de cosméticos e uma de moda no Twitter. Nosso foco foram os tópicos das mensagens e as estratégias de (im)polidez utilizadas para sustentar ou colocar em risco aquele espaço de convivência. Os resultados da análise sugerem que o microblog é visto pelas empresas como uma ferramenta eficaz para o fortalecimento da marca. A escolha dos tópicos e as estratégias de polidez utilizadas buscam reforçar a identificação do cliente com a empresa, o seu reconhecimento e as marcas de pertencimento ao grupo. No que diz respeito ao cliente, observou-se tanto o uso de estratégias de associação, o que atende às condições de um espaço de convivência agradável, quanto o uso, em menor grau, de estratégias de dissociação, que exploram o caráter público do Twitter para realizar ações tidas como menos polidas ou mais apropriadas a canais como o Serviço de Atendimento ao Cliente (SAC). / [en] This study aims to investigate how companies and customers use Twitter to build interactions of sociability. Using a communication-interactional approach and social pragmatics studies, the study analyzes messages posted on the Twitter profiles maintained by two different companies. The focus deals with the topics of the messages and the politeness strategies used to sustain or jeopardize the social space. The results indicate that companies use microblogging to strengthen their brands. The topics and politeness strategies are chosen by the companies with the goal of strengthening their relationships with customers. In addition, we observe that customers use strategies of association that meet the conditions of a pleasant social space. Conversely, customers occasionally use decoupling strategies that exploit the public nature of Twitter to perform actions considered to be less polite or more appropriate to other customer service systems.