Sloganization in Language Education Discourse

Conceptual Thinking in the Age of Academic Marketization

Edited by Barbara Schmenk, Dr. Stephan Breidbach, Lutz Küster

Publication date:

01 November 2018

Publisher

Multilingual Matters

Dimensions:

234x156mm
6x9"

ISBN-13: 9781788921862

This volume focuses (self-)critically on sloganization as an emergent phenomenon in language education discourse. Motivated by an increasing uneasiness with a number of widespread concepts in current language education research that have become sloganized, this volume comprises a collection of chapters by international scholars that scrutinize the discourse of language education, identify popular slogans and reconstruct the sloganization processes. It promotes critical self-reflection of scholars and professionals in the field of language education – a field that has widely been dominated by the need to develop innovative approaches and practices, at the expense of self-critical work that attempts to situate the field and its approaches within wider historical, cultural and conceptual contexts.

Chapter 1. Barbara Schmenk and Stephan Breidbach and Lutz Küster: Sloganization in Language Education Discourse. Introduction.

Chapter 2. David Gramling: We Innovators

Chapter 3. Dietmar Rösler: 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

Chapter 4. Gerhard Bach: Slo(w)ganization. Against the Constant Need for Re-Inventing the Discourse on Language Education: The Case of 'Multiple Intelligences'

Chapter 5. Britta Viebrock: Just Another Prefix? From Inter- to Transcultural Foreign Language Learning and Beyond

Chapter 6. John Plews: On Common 'Exposure' and Expert 'Input' in Second Language Education and Study Abroad

Chapter 7. David Block: What on Earth is 'Language Commodification'?

Chapter 8. Aneta Pavlenko: Superdiversity and Why it Isn't: Reflections on Terminological Innovation and Academic Branding

Chapter 9. Barbara Schmenk and Stephan Breidbach and Lutz Küster: Sloganization – Just Another Slogan?

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.