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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| Formato: | Artículo revista |
| Lenguaje: | Español |
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Facultad de Lenguas
2023
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| Acceso en línea: | https://revistas.unc.edu.ar/index.php/RDPL/article/view/43163 |
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| Sumario: | 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. |
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