Chapter

Selling the Nation, Saving the Market (All Over the Place, 2001–Present)

Monica Heller

in Paths to Post-Nationalism

Published in print January 2011 | ISBN: 9780199746866
Published online January 2011 | e-ISBN: 9780199827091 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199746866.003.0007

Series: Oxford Studies in Sociolinguistics

Selling the Nation, Saving the Market (All Over the Place, 2001–Present)

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This chapter chronicles the rise to domination of the discourse of community economic development, a hybrid discourse aimed at resolving the tensions between modernist and neoliberal understandings of language, identity, culture, nation, and state. The commodification of language and culture in globalized new-economy domains such as information (notably call centers and translation), tourism, arts, and music, and marketing of authentic artifacts reconfigures the linguistic market and produces language work and the language worker. It shifts the ethnographic gaze from sites and groups to multiple forms of networks and mobilities. The chapter shows how the globalized new economy presents challenges to hitherto dominant ideologies of language, identity, nation, and state.

Keywords: globalization; new economy; commodification; tourism; language industries

Chapter.  11677 words.  Illustrated.

Subjects: Sociolinguistics

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