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Paths to Post-NationalismA Critical Ethnography of Language and Identity$
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Monica Heller

Print publication date: 2011

Print ISBN-13: 9780199746866

Published to Oxford Scholarship Online: January 2011

DOI: 10.1093/acprof:oso/9780199746866.001.0001

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Selling the Nation, Saving the Market (All Over the Place, 2001–Present)

Selling the Nation, Saving the Market (All Over the Place, 2001–Present)

Chapter:
(p.145) 7 Selling the Nation, Saving the Market (All Over the Place, 2001–Present)
Source:
Paths to Post-Nationalism
Author(s):

Monica Heller

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199746866.003.0007

This chapter chronicles the rise to domination of the discourse of community economic development, a hybrid discourse aimed at resolving the tensions between modernist and neoliberal understandings of language, identity, culture, nation, and state. The commodification of language and culture in globalized new-economy domains such as information (notably call centers and translation), tourism, arts, and music, and marketing of authentic artifacts reconfigures the linguistic market and produces language work and the language worker. It shifts the ethnographic gaze from sites and groups to multiple forms of networks and mobilities. The chapter shows how the globalized new economy presents challenges to hitherto dominant ideologies of language, identity, nation, and state.

Keywords:   globalization, new economy, commodification, tourism, language industries

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