Marketing Language

What is the value of language skills in the global knowledge economy? How do those skills meet needs in the domestic service economy? To what extent can technology fill those demands? This chapter examines ways of looking at language from a market perspective. It begins with “Marketing English,” moving from the treatment of call center workers in India and the Philippines to a more general discussion of English skills, the benefits and challenges for workers and companies, and the trend toward using English in multinational corporations. It then turns to “Marketing Multilingualism,” examining both the economic gains and the global need for multilingual workers. In that regard, it looks at the United States, Europe, and the United Kingdom post-Brexit. Sorting through the potential and limits of technology for translation and interpretation, it underscores the importance of the human element, especially in situations that require precision, like health care and international politics.