Multinational companies like to appear somewhat local in each of the countries they are present in. This can take many forms, especially in the advertising that the business uses to communicate with the wider community. What do these ads say about the parties in that relationship? 

The sociologist Erving Goffman, in his influential research, wrote about how identity is deliberately performed, especially when it comes to language. What are the implications of this for Irish speakers and companies that want to indicate to the outside world what they are? 

In today's episode Darach and Gearóidín talk about how people present themselves - pass, if you will - as Irish and how much performance is involved. 

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