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The Construction of English : Culture, Consumerism and Promotion in the ELT Global Coursebook - J. Gray

The Construction of English

Culture, Consumerism and Promotion in the ELT Global Coursebook

By: J. Gray

Hardcover

Published: 15th November 2010
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This book takes the view that ELT global coursebooks, in addition to being curriculum artefacts, are also highly wrought cultural artefacts which seek to make English mean in highly selective ways and it argues that the textual construction (and imaging) of English parallels the processes of commodity promotion more generally.

"[T]he book makes illuminating reading for authors, potential authors, editors, and perhaps teachers on MA courses. The discussions of the place and potential impact of visuals within coursebook materials are of particular interest." - ELT Journal



"John Gray's The Construction of English is an original and engaging addition to the existing literature. Necessarily complex, his theoretically eclectic approach, which skillfully melds together perspectives from the areas of cultural studies, applied linguistics and globalization studies, remains accessible throughout to readers new to such fields. This work should rightly be seen as a significant contribution to a growing literature in critical linguistics...[it] will prove a profitable read for scholars from the diverse range of disciplines from which it draws upon, and is therefore highly recommended." - Discourse & Society



"This book will inform current and potential 'consumers' of UK-published English textbooks of the books' historical development, their content features and the potential risks of stereotyping. Finally, the teachers' comments on bestseller textbooks should be utilized by those in the publishing industry in the revision of author guidelines and the production of new textbooks." - Applied Linguistics

List of Figuresp. viii
List of Tablesp. ix
Acknowledgementsp. xi
Introductionp. 1
The global coursebookp. 2
Snapshotsp. 4
Snapshot implications: Beyond anecdotep. 11
Globalization and languagep. 13
The problem of culture in ELTp. 17
Outline of the volumep. 19
Culture and English Language Teachingp. 21
Evolving meanings in the concept of culturep. 21
The cultural studies perspectivep. 23
Language and worldviewp. 26
Culture and language teachingp. 28
Culture and language teaching - an alternative approachp. 30
The problem of culture in ELTp. 34
Describing and Analyzing ELT Coursebooksp. 37
Introductionp. 37
Materials analysis and evaluationp. 38
A representational repertoirep. 42
Analyzing artworkp. 43
A descriptive frameworkp. 48
Coursebook samplep. 52
Representational Repertoires 1: Streamline Connections and Building Strategiesp. 55
Introductionp. 55
The role of artwork and the use of colourp. 55
A variety of voicesp. 59
'Interesting contexts' and the representation of gender, age and racep. 62
Authorial point of viewp. 67
Student identitiesp. 68
Building Strategiesp. 70
Representation of languagep. 71
Zero drag, gender equality and professional successp. 73
Playing Rod and Barbarap. 81
Representational Repertoires 2: The New Cambridge English Course 2 and The New Edition New Headway Intermediatep. 83
Introductionp. 83
A certain amount of 'untidy' natural languagep. 83
Greater inclusivity - gender, race and disabilityp. 87
Talking about the selfp. 94
The Headway coursep. 96
Primacy of the RP cluster of accentsp. 96
Choice, travel and spectacularly successful cosmopolitansp. 98
Experiences, possessions, likes and dislikesp. 106
Discussionp. 107
Production and Regulation of Contentp. 112
Introductionp. 112
Guidelines for authorsp. 112
Inclusive languagep. 114
Inappropriate topicsp. 119
Interviews with publishersp. 121
The wider social contextp. 128
Artwork and advertisingp. 131
Commodification of social issuesp. 134
The representation of Englishp. 136
Consumption of Contentp. 139
The audience research studyp. 139
Informantsp. 143
Culture and English language teachingp. 143
Teachers' materials (1)p. 148
Teachers' materials (2)p. 157
Researcher's materialsp. 159
True/false statementsp. 166
Discussionp. 171
Future Directionsp. 174
Introductionp. 174
Teacher educationp. 175
Teaching English as an international languagep. 181
The future of the global coursebookp. 186
Conclusionp. 190
Appendicesp. 192
Notesp. 198
Bibliographyp. 200
Indexp. 214
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780230222588
ISBN-10: 0230222587
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 218
Published: 15th November 2010
Publisher: Palgrave Macmillan
Country of Publication: GB
Dimensions (cm): 22.9 x 15.2  x 1.91
Weight (kg): 0.48
Edition Number: 1