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The Concept of ‘Glocalisation’ and Its Relevance to and Impact on Lsp

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Glocalization is a combination of the words "globalization" and "localization." The term is used to describe a product or service that is developed and distributed globally but is also adjusted to accommodate the user or consumer in a local market.

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Cultural relevance of the products or services has a higher importance than the translation of materials into the language spoken in the target market. Companies should be working with professional language services providers like Day Translations, Inc., which has a team of native speakers who reside in the target localities. With glocalization, the company cannot only claim that it speaks the language of the local market, but also share the practicalities of their language and make everything culturally relevant to each end user. Translation transforms the messages from the source language into the target language. Localization deals with transforming the nonverbal items, including sound effects, music and pictures and the textual components like the fonts, color scheme and layout to make everything appeal to local users. Translation and localization lead to product repackaging to make it a global product.

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Glocalisation of English, and its associated conceptual processes discussed in this article, including the development of an increasing number of new Englishes, require a paradigm shift in TESOL, which is referred to as Teaching English as International Language (TEIL) (e.g., Alsagoff et al., 2012; Marlina and Giri 2014; Matsuda 2012; Sharifian 2009). English language teaching (ELT) curricula now need to provide learners with exposure to the true complexity of the English language in the world, including exposure to the conceptual variation that marks English in today's world, rather than exposure to just one or two Anglo-based Englishes. It is estimated that more than 80 percent of communication in English is now taking place among so-called non-native speakers (Crystal 1997).

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In the long run, the spread of English around the world provides an ideal focus for the study of glocalization

English has spread in the context of the whole world, and has impacted the nature of the social transformations that have taken place as a result of the global expansion of English.

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Marlina, R. and Giri, R., eds. 2014. The pedagogy of English as an international language: Perspectives from scholars, teachers, and students. Cham, Switzerland: Springer International Publishing.

Matsuda, A., ed. 2012. Principles and practices of teaching English as an international language. Bristol: Multilingual Matters

Glushko, R. J., Maglio, P. P., Matlock, T. and Barsalou, L. W. 2008. Categorization in the wild. Trends in Cognitive Science 12(4): 129–135

Crystal, D. 1997. English as a global language. Cambridge: Cambridge University.

Dor, D. 2004. From Englishization to imposed multilingualism: Globalization, the Internet, and the political economy of the linguistic code. Public Culture 16(1): 97–118.

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