Enseigner les langues-cultures à l’ère de la complexité / Teaching Language and Culture in an Era of Complexity
Approches interdisciplinaires pour un monde en reliance / Interdisciplinary Approaches for an Interrelated World
Edited By Joëlle Aden, Trevor Grimshaw and Hermine Penz
PARTIE III. REPENSER LES ENVIRONNEMENTS D’APPRENTISSAGE / PART III. RECONSIDERING LEARNING CONTEXTS
PARTIE III REPENSER LES ENVIRONNEMENTS D’APPRENTISSAGE PART III RECONSIDERING LEARNING CONTEXTS 259 The Branding of English as a Lingua Franca Trevor GRIMSHAW University of Bath (UK) Introduction In this chapter I shall discuss the relationship between branding and the English language. As forms of symbolic interaction, these relate closely to the core themes of this edited collection. Both branding and the English language do much to shape the beliefs and theories (viz. “les univers de croyance”) by which we live. Together they play a vital part in the creation and maintenance of our interrelated and interdependent world (viz. “la reliance”). Branding is one of the defining discursive practices of late capitalist society, cutting across national and cultural boundaries. In today’s highly mediatised consumer environment, brand awareness is a key element of cultural capital (Bourdieu, 1984). It also has an important function in the language teaching enterprise, as evidenced by (commer- cial and non-commercial) organisations, methods, teaching materials, accreditation bodies and even individuals (viz. the “native-speaker”, NS). Meanwhile, English is the pre-eminent medium of communication in this era of globalisation, playing an important role in the social and economic activities of numerous communities. It is the major language of international trade, it facilitates the activities of government and non- government organisations, and it is a key factor in many forms of educational and cultural interaction (Pennycook, 1994; Graddol, 1997; Halliday, 2003). For these reasons, English is increasingly regarded as part of a person’s basic education in the 21st century. As such,...
You are not authenticated to view the full text of this chapter or article.
This site requires a subscription or purchase to access the full text of books or journals.
Do you have any questions? Contact us.Or login to access all content.