Sloganization in Language Education Discourse: Conceptual Thinking in the Age of Academic Marketization

Published by Multilingual Matters 2018

Sloganization in Language Education Discourse

Conceptual Thinking in the Age of Academic Marketization

Edited by: Barbara Schmenk , Stephan Breidbach and Lutz Küster

https://doi.org/10.21832/9781788921879

Overview
Contents

About this book

Controversial book about academics inventing new terms and self-branding - sure to provoke debate!

This volume focuses on sloganization as an emergent phenomenon in language education discourse. Motivated by an increasing uneasiness with a number of concepts in current research that have become sloganized, this volume scrutinizes the discourse of language education, identifies popular slogans and reconstructs the sloganization processes.

Author / Editor information

Schmenk Barbara :

Barbara Schmenk is Professor of German and Applied Linguistics at the University of Waterloo, Canada.

Breidbach Stephan :

Stephan Breidbach is Professor of English Language Education, Humboldt-Universität zu Berlin, Germany.

Küster Lutz :

Lutz Küster is Professor of Romance Languages and Literatures/Teaching Methodology, Humboldt-Universität zu Berlin, Germany.

Barbara Schmenk is Professor of German and Applied Linguistics at the University of Waterloo, Canada.

Stephan Breidbach is Professor of English Language Education, Humboldt-Universität zu Berlin, Germany.

Lutz Küster is Professor of Romance Languages and Literatures/Teaching Methodology, Humboldt-Universität zu Berlin, Germany.

Reviews

In an age of sound bites and tweets, marketing and impact agendas, here comes a book of sane, reasoned, advocacy for a critical view of the slogans which dominate language education worldwide, in English. The authors, drawn from an extensive and impressive array of contexts and sub-disciplines of Applied Linguistics, Modern Languages and Language Pedagogy, offer up their slogans to the slaughter and leave us destabilised and with a clearer view of the ways in which our work is easily colonised by words, heavy with ideological character. If ever a book was needed as an antidote to impact and lazy band-wagonism, this is it.

This timely collection of courageous, critical and disturbing case studies of scholarly branding to promote academic research should remind teachers and researchers, but also administrators, publishers and funding institutions to keep scholarly discourse honest if it wants to remain legitimate. Sloganization is a pervasive phenomenon well worth further critical investigation.

Topics

Frontmatter Publicly Available Download PDF	i
Contents Publicly Available Download PDF	v
Contributors Publicly Available Download PDF	vii
1. Sloganization in Language Education Discourse: Introduction Barbara Schmenk, Stephan Breidbach and Lutz Küster Requires Authentication Unlicensed Licensed Download PDF	1
2. We Innovators David Gramling Requires Authentication Unlicensed Licensed Download PDF	19
3. The Only Turn Worth Watching in the 20th Century is Tina Turner’s: How the Sloganization of Foreign Language Research Can Impede the Furthering of Knowledge and Make Life Difficult for Practitioners Dietmar Rösler Requires Authentication Unlicensed Licensed Download PDF	42
4. Slo(w)ganization. Against the Constant Need for Re-inventing the Discourse on Language Education: The Case of ‘Multiple Intelligences’ Gerhard Bach Requires Authentication Unlicensed Licensed Download PDF	57
5. Just Another Prefix? From Inter- to Transcultural Foreign Language Learning and Beyond Britta Viebrock Requires Authentication Unlicensed Licensed Download PDF	72
6. On Common ‘Exposure’ and Expert ‘Input’ in Second Language Education and Study Abroad John L. Plews Requires Authentication Unlicensed Licensed Download PDF	94
7. What on Earth is ‘Language Commodification’? David Block Requires Authentication Unlicensed Licensed Download PDF	121
8. Superdiversity and Why It Isn’t: Reflections on Terminological Innovation and Academic Branding Aneta Pavlenko Requires Authentication Unlicensed Licensed Download PDF	142
9. Sloganization: Yet Another Slogan? Barbara Schmenk, Stephan Breidbach and Lutz Küster Requires Authentication Unlicensed Licensed Download PDF	169
Index Requires Authentication Unlicensed Licensed Download PDF	176

Language: English
Publisher: Multilingual Matters
Keywords: Marketisation; academic writing; academic self-promotion; self-branding; Sloganization; Language Education; Language

eBook

Published: November 1, 2018
ISBN: 9781788921879