The use of English in advertising across non-English-speaking countries is pervasive, often seen as a strategy to evoke prestige, modernity, and global appeal. However, its effectiveness may depend on factors such as text length, linguistic complexity, and local language use, which remain underexplored. This study investigates how Spanish and…

The paper foregrounds analysis of the significance of English in individual and collective life in relation to a myriad of feelings that religious and ethnic minorities experience in South and Central Asia within their multilingual ecology. The data reveal an entangling of varied yet coexisting emotions on the part of these minorities in…

Many English-medium instruction (EMI) classrooms in non-Anglophone countries adopt a multilingual stance, using English alongside the host country's local language(s). However, the perceptions of such multilingual practices held by students remain under-researched. Given many Asian countries' current drives to internationalize and diversify their…

In São Tomé and Príncipe, the language shift toward Portuguese is resulting in the endangerment of the native creoles of the island. These languages have been considered of low value in Santomean society since the mid-twentieth century. But when Santomeans are members of a diaspora, their perceptions of these languages, especially Forro, change in…

In this article, I explore how language revitalization initiatives are rescaled as part of a local, historical and sociocultural revitalization project in which ethnonationalist aspirations emerge in Northeastern Italy's Veneto region. Through an analysis of political emblems, textual artifacts, and speech participants' stories, I examine how the…

The impact of neoliberalism on language education has recently attracted scholars' attention. Linguistic entrepreneurship is a conceptual lens through which neoliberal implications for language learning and use can be investigated. This commentary offers comments on common threads of themes running through the four articles in this special issue.…

Migration has become a vital element of the Bangladeshi economy, which has led to an increasing focus on providing Bangladeshis with the skills needed on the international labour market. English is often cited as one of these skills, and previous research has shown that a primary reason why Bangladeshis wish to learn English is due to its…

The decolonization of knowledge is increasingly high on the agenda of applied and sociolinguistics. This article contributes to this agenda by examining how peripheral multilingual scholars confront their linguistic and epistemic exclusion from global knowledge production. Based on the product of such a challenge -- a Chinese-centric special issue…

This article scrutinises language discourse in transnational culture and considers theories on "reflexive modernity" (Beck et al. 2003) for analysis. I introduce symbolic meanings of language in transnational Communities of Practice constituted by salsa dance, where, depending on dance styles and on local, national and transnational…

This article explores some dimensions of how the role of the English language in Norway has been discursively constructed in newspapers during recent years, based on the analysis of data from the five-year period 2008-2012. The analysis is conducted using a specialised corpus containing 3,743 newspaper articles which were subjected to corpus-based…

This paper reports on an experimental study investigating alternative communication modes to English as a Lingua Franca. The purpose was to examine the effectiveness of different modes of communication and to gain insight in communication strategies used by interlocutors to solve referential conflicts. Findings show that ELF may not necessarily be…

Research on the role of language in multilingual workplaces, where English is often adopted as a lingua franca (ELF), shows that language practices influence socialization and interpersonal communication, frequently creating issues such as asymmetrical sharing of information, language clusters, or thin communication. Similarly to other…

This paper discusses a language ideological debate that took place in Canadian national newspapers following the opening ceremonies for the 2011 Vancouver Olympics. Reports on the insufficient use of French during the opening ceremonies sparked protest from politicians, official commentators, citizens and online newsreaders alike. Previous…

This study investigates attitudes towards varieties of English among Norwegian adolescent learners and assesses the role of social evaluation for second language (L2) pronunciation choices by combining a verbal guise test with speaker commentary and reports of language choices. The results suggest that while American English is the most accessible…

In recent years, there has been a resurgence of fears concerning the status of English in Quebec. Unlike in the past, many now claim that it is francophones themselves who risk undermining the achievements of 30 years of successful status planning. The finger is pointed in particular at young francophones, accused of adopting an unfettered…