Part of the reason I love using Twitter in my professional life is coming across newly published articles that might not make it onto my radar otherwise. This article by Veronika Koller (@VeronikaKoller), Language awareness and Language Workers, showed up on my feed the other day, and it’s a very interesting read.
Her argument is that language awareness–“an enhanced consciousness of and sensitivity to the forms and functions of language”–and skills should be more widespread among language workers. Language workers are those who produce language as the primary goal of their work, such as communications professional, copywriters, translators and interpreters, journalists, branding professionals, etc. Language awareness in general can “[increase] the quality of language work” while critical language awareness, which acknowledges the role of societal power and privilege and the role of language in creating and maintaining structures of power and privilege, can in addition have “empowering consequences for customers, employees and other stakeholders”. However, in terms of how to raise levels of language awareness in language workers, she finds that communications textbooks don’t adequately do the trick, and there is currently a gap between applied linguists in academia and language workers in the business world in terms of teaching and learning.
I totally agree with this article! More (critical) language awareness in the population in general would be a great thing. There might be fewer ill-informed non-stories in the media about language, featuring non-experts blathering on about their linguistic preferences and passing them off as “rules”, or giving flimsy arguments that don’t hold linguistic water in defense of not wanting to keep up with language change . Maybe if more marketers were sensitive to sociolinguistics, they’d be less likely to launch embarrassing social media campaigns appropriating the language of social groups not their own.
Increased language awareness in the general population would benefit us as language teachers as well. I have to spend time in the classroom dispelling myths and common beliefs about language, language varieties, language learning and language acquisition. I also do a lot of quashing of folk linguistic beliefs, standing up for of language varieties that don’t have an army and/or navy, and defending socially stigmatized language behaviour at parties and social events, come to think of it.
I agree that better communications textbooks and transmission of knowledge between academia and the business world would help, but I also think that linguistics education in high school or required courses or linguistic content in writing or language courses at the undergraduate level in all subject areas would be beneficial. The more (critical) language awareness, the better!