Multilingual diversity marketing

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    Abstract

    As the UAE is still abuzz with the opening of the Burj Khalifa, I thought a post to mark the occasion might be in order. Seeing that I’m blogging on social aspects of multilingualism and language learning, the Tower of Babel myth obviously comes to mind – except that it seems a bit premature to tell the story of human hubris in relation to the world’s latest superlative in towers. It is another connection that intrigues me: the Burj Khalifa is obviously a monument to global consumption and luxurious materialism in a similar fashion that the Ancient Egyptian pyramids were monuments to the afterlife or the Gothic cathedrals were monuments to God’s glory.
    Original languageEnglish
    Specialist publicationLanguage on the move
    PublisherLanguage on the move
    Publication statusPublished - 10 Jan 2010

    Bibliographical note

    Version archived for private and non-commercial use with the permission of the author/s and according to publisher conditions. For further rights please contact the publisher.

    Keywords

    • 200401 applied linguistics and educational linguistics
    • 200405 language in culture and society (sociolinguistics)

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