LANGUAGES (MIS?) MANAGEMENT A CASE STUDY OF A SWISS PRIVATE SECONDARY BOARDING SCHOOL AND A RUSSIAN-SPEAKING NICHE MARKET

  • The authors:
    Evgeniya Pfenninger
  • Issue:November 16th, 2018
  • Pages: 105-113
  • Section: Cross-cultural communication as a global problem in the modern world
  • URL: http://conferences-ifl.rudn.ru/105-113/
  • DOI:10.22363/09129-2018-105-113

Abstract.
This paper questions the role of language management and embracing cross-cultural differences in a changing neoliberal and global economy. The research uses critical discourse analysis to study multimodal promotional documents of a Swiss private boarding School, ethnography to conduct a case study of the same School, and qualitative interviews with the Russianspeaking customers of the Schools. If promotional iscourse of the school contributes to the stereotypical image of witzerland and is aimedat local customers, language management of the School changes as a reaction to the Swiss economic situation: facing ankruptcy, the School manages languages differently, constructing its promotional discourse around languages and crosscultural communication. Finally, the qualitative interviews with the Russianspeaking parents reveal power relations and linguistic discrimination of the customers, based on cultural misunderstanding, that are considered normal.

Keywords: language management, ethnography, discourse analysis,
neoliberalism, Russian speakers, private education

Evgeniya Pfenninger
Research Unit “Inequalities and Diversity at School” University of Teacher Education, Fribourg (Switzerland), Faculty of Arts and Humanities, Domain Multilingualism and Foreign Language Education, University of Fribourg, Fribourg (Switzerland)
e-mail: PfenningerE@edufr.ch

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