Lookalike Professional English

Abstract

Abstract—Background: Our teaching case reports on a fieldwork assignment designed to have MA students experience first-hand how entrepreneurs write for the globalized marketplace by examining public displays of language such as billboards, shop windows, and posters. Research questions: How do entrepreneurs use English to ‘style’ themselves? What is the status of English in public displays? Which relationship with customers is cultivated by using English (among other languages)? How does English, or lookalike versions thereof, create a more innovative business? Situating the Case: We use Linguistic Landscaping (LL) as a pedagogical resource, drawing on similar cases in a local EFL community in Oaxaca, Mexico; EFL programs in Chiba-shi, Japan; francophone and immersion French programs in Montreal and Vancouver, Canada; and a study of the entrepreneurial landscape in Observatory's business corridor of Lower Main Road in Cape Town, South Africa. How this case was studied: We interviewed 36 students about their learning process in one-to-one post hoc interviews. Recurrent themes were increased self-monitoring, improved professional communication literacy and expanded real-world understanding. About the case: The teaching case follows a three-pronged approach. First, we have students decide on a survey area, determine their empirical focus, establish analytical units, decide how to collect data, collect (sociodemographic) information about their survey area, and determine the degree of researcher engagement. Next, students conduct fieldwork, documenting the linguistic landscape in small teams of 3 to 4 students. In the third phase, students have returned from the field and discuss their initial findings, ideas and observations during a data session with the instructors. Students decide if they still stand by the decisions they’ve made before they entered the field and are then asked to qualify how language is used in public space. Results: The main takeaway of the assignment is that students were more aware of the degree of linguistic innovation, rhetorical creativity, and ethnocultural stereotyping of entrepreneurial communication in their cities. Conclusion As a pedagogical tool, LL offers possibilities for exploring entrepreneurial communication in all its breadth and variety, providing access to perhaps the most visible and creative materialities of entrepreneurs and service providers: shop windows and signs.