23. Bilingualism and Multilingualism in the Global Media and Advertising

  1. Tej K. Bhatia and
  2. William C. Ritchie
  1. Tej K. Bhatia and
  2. William C. Ritchie

Published Online: 3 OCT 2012

DOI: 10.1002/9781118332382.ch23

The Handbook of Bilingualism and Multilingualism, Second Edition

The Handbook of Bilingualism and Multilingualism, Second Edition

How to Cite

Bhatia, T. K. and Ritchie, W. C. (2012) Bilingualism and Multilingualism in the Global Media and Advertising, in The Handbook of Bilingualism and Multilingualism, Second Edition (eds T. K. Bhatia and W. C. Ritchie), John Wiley & Sons, Ltd, Chichester, UK. doi: 10.1002/9781118332382.ch23

Editor Information

  1. Syracuse University, USA

Author Information

  1. Syracuse University, USA

Publication History

  1. Published Online: 3 OCT 2012
  2. Published Print: 7 NOV 2012

ISBN Information

Print ISBN: 9781444334906

Online ISBN: 9781118332382

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Keywords:

  • bilingualism;
  • English-based plurilingualism;
  • global advertising;
  • global media;
  • language-mixing;
  • multilingualism;
  • non-Roman scripts

Summary

The economic forces of globalization together with the rise of global media have set the stage for a dramatic, exponential rise in global bilingualism. This chapter focuses on the pattern of English-based plurilingualism as reflected primarily in global print and television advertising. The chapter not only discusses the role of English as a source of global plurilingualism and the changes it is undergoing in this role, but also posits a long-neglected plurilingual approach to advertising media discourse which in turn sheds light on the processes and underlying reasons for the spread of English in global media. The use of English in non-Roman scripts is not an exception, but is a quite widespread tendency in global advertising. Language-mixing or mixing of English with other languages is motivated by the deeper demands of creativity, which in turn support the positive and systemic view to language-mixing and global bilingualism.