Sloganization in Language Education Discourse

Barbara Schmenk is Professor of German and Applied Linguistics at the University of Waterloo, Canada.Stephan Breidbach is Professor of English Language Education, Humboldt-Universität zu Berlin, Germany.Lutz Küster is Professor of Romance Languages and Literatures/Teaching Methodology, Humboldt-Universität zu Berlin, Germany.

This timely collection of courageous, critical and disturbing case studies of scholarly branding to promote academic research should remind teachers and researchers, but also administrators, publishers and funding institutions to keep scholarly discourse honest if it wants to remain legitimate. Sloganization is a pervasive phenomenon well worth further critical investigation.

• Chapter 1. Barbara Schmenk and Stephan Breidbach and Lutz Küster: Sloganization in Language Education Discourse. Introduction.         Chapter 2. David Gramling: We Innovators   Chapter 3. Dietmar Rösler: The Only Turn Worth Watching in the 20th Century is Tina Turner's: How the Sloganization of Foreign Language Research can Impede the Furthering of Knowledge and Make Life Difficult For Practitioners  Chapter 4. Gerhard Bach: Slo(w)ganization. Against the Constant Need for Re-Inventing the Discourse on Language Education: The Case of 'Multiple Intelligences'     Chapter 5. Britta Viebrock: Just Another Prefix? From Inter- to Transcultural Foreign Language Learning and BeyondChapter 6. John Plews: On Common 'Exposure' and Expert 'Input' in Second Language Education and Study AbroadChapter 7. David Block: What on Earth is 'Language Commodification'?      Chapter 8. Aneta Pavlenko: Superdiversity and Why it Isn't: Reflections on Terminological Innovation and Academic Branding    Chapter 9. Barbara Schmenk and Stephan Breidbach and Lutz Küster: Sloganization – Just Another Slogan?