NATIVIST AND CULTURIST IDEOLOGIES IN ADVERTISING CAMPAIGNS PROMOTING ENGLISH AS A FOREIGN LANGUAGE IN URUGUAY

The teaching of English has become a massive industry, mostly associated with success, socio-economic advancement, and access to the globalized world. In this article, I study a corpus of advertisements from private institutions for teaching the English language (1990-2018 period), relying on critic...

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Autor principal: Redekofski, Verónica
Formato: Artículo revista
Lenguaje:Español
Publicado: Facultad de Lenguas 2023
Materias:
culturismo
nativismo
enseñanza del inglés
análisis multimodal
análisis crítico del discurso
culturism
nativism
English language teaching
multimodal analysis
critical discourse analysis
Acceso en línea:https://revistas.unc.edu.ar/index.php/RDPL/article/view/43163
Aporte de:
Revista Digital de Políticas Lingüísticas (RDPL) de Universidad Nacional de Córdoba
id I10-R346-article-43163
record_format ojs
spelling I10-R346-article-431632023-11-22T03:17:46Z NATIVIST AND CULTURIST IDEOLOGIES IN ADVERTISING CAMPAIGNS PROMOTING ENGLISH AS A FOREIGN LANGUAGE IN URUGUAY LAS IDEOLOGÍAS NATIVISTAS Y CULTURISTAS EN AVISOS PUBLICITARIOS DE PROMOCIÓN DEL INGLÉS COMO LENGUA EXTRANJERA EN URUGUAY Redekofski, Verónica culturismo nativismo enseñanza del inglés análisis multimodal análisis crítico del discurso culturism nativism English language teaching multimodal analysis critical discourse analysis The teaching of English has become a massive industry, mostly associated with success, socio-economic advancement, and access to the globalized world. In this article, I study a corpus of advertisements from private institutions for teaching the English language (1990-2018 period), relying on critical (multimodal) discourse analysis to understand how nativist and culturist ideologies are articulated to position the native speaker as the reference and ideal model for linguistic and cultural norms that the student must unquestionably aspire to. The analysis shows how nativist discourse was used during 1990s and early 2000, while culturism has remained constant through the analyzed period.  La enseñanza del inglés se ha convertido en una industria masiva, mayormente asociada al éxito, ascenso socio-económico y acceso al mundo globalizado. En este artículo estudio un corpus de avisos publicitarios de instituciones privadas de enseñanza de la lengua inglesa en Uruguay (período 1990-2018), apoyándome en el análisis (multimodal) crítico del discurso, para conocer cómo se articulan las ideologías nativistas y culturistas para posicionar al hablante nativo como referente y modelo ideal de norma lingüística y cultural a la que el estudiante debe indiscutiblemente aspirar. El análisis muestra cómo el discurso nativista fue utilizado durante la década de 1990 y principios del 2000, mientras que el culturismo se ha mantenido constante durante todo el período analizado.  Facultad de Lenguas 2023-11-21 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://revistas.unc.edu.ar/index.php/RDPL/article/view/43163 Revista Digital de Políticas Lingüísticas (RDPL); Núm. 18 (2023) 1853-3256 spa https://revistas.unc.edu.ar/index.php/RDPL/article/view/43163/43165 http://creativecommons.org/licenses/by-nc-nd/4.0
institution Universidad Nacional de Córdoba
institution_str I-10
repository_str R-346
container_title_str Revista Digital de Políticas Lingüísticas (RDPL)
language Español
format Artículo revista
topic culturismo
nativismo
enseñanza del inglés
análisis multimodal
análisis crítico del discurso
culturism
nativism
English language teaching
multimodal analysis
critical discourse analysis
spellingShingle culturismo
nativismo
enseñanza del inglés
análisis multimodal
análisis crítico del discurso
culturism
nativism
English language teaching
multimodal analysis
critical discourse analysis
Redekofski, Verónica
NATIVIST AND CULTURIST IDEOLOGIES IN ADVERTISING CAMPAIGNS PROMOTING ENGLISH AS A FOREIGN LANGUAGE IN URUGUAY
topic_facet culturismo
nativismo
enseñanza del inglés
análisis multimodal
análisis crítico del discurso
culturism
nativism
English language teaching
multimodal analysis
critical discourse analysis
author Redekofski, Verónica
author_facet Redekofski, Verónica
author_sort Redekofski, Verónica
title NATIVIST AND CULTURIST IDEOLOGIES IN ADVERTISING CAMPAIGNS PROMOTING ENGLISH AS A FOREIGN LANGUAGE IN URUGUAY
title_short NATIVIST AND CULTURIST IDEOLOGIES IN ADVERTISING CAMPAIGNS PROMOTING ENGLISH AS A FOREIGN LANGUAGE IN URUGUAY
title_full NATIVIST AND CULTURIST IDEOLOGIES IN ADVERTISING CAMPAIGNS PROMOTING ENGLISH AS A FOREIGN LANGUAGE IN URUGUAY
title_fullStr NATIVIST AND CULTURIST IDEOLOGIES IN ADVERTISING CAMPAIGNS PROMOTING ENGLISH AS A FOREIGN LANGUAGE IN URUGUAY
title_full_unstemmed NATIVIST AND CULTURIST IDEOLOGIES IN ADVERTISING CAMPAIGNS PROMOTING ENGLISH AS A FOREIGN LANGUAGE IN URUGUAY
title_sort nativist and culturist ideologies in advertising campaigns promoting english as a foreign language in uruguay
description The teaching of English has become a massive industry, mostly associated with success, socio-economic advancement, and access to the globalized world. In this article, I study a corpus of advertisements from private institutions for teaching the English language (1990-2018 period), relying on critical (multimodal) discourse analysis to understand how nativist and culturist ideologies are articulated to position the native speaker as the reference and ideal model for linguistic and cultural norms that the student must unquestionably aspire to. The analysis shows how nativist discourse was used during 1990s and early 2000, while culturism has remained constant through the analyzed period. 
publisher Facultad de Lenguas
publishDate 2023
url https://revistas.unc.edu.ar/index.php/RDPL/article/view/43163
work_keys_str_mv AT redekofskiveronica nativistandculturistideologiesinadvertisingcampaignspromotingenglishasaforeignlanguageinuruguay
AT redekofskiveronica lasideologiasnativistasyculturistasenavisospublicitariosdepromociondelinglescomolenguaextranjeraenuruguay
first_indexed 2024-09-03T21:34:55Z
last_indexed 2024-09-03T21:34:55Z
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