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Table of Contents

Acknowledgements Setting the Scene 1. Trading across cultures: Then and now Early trade and transportation Markets and communication Territory, entrepreneurship, production Demand, supply, resources 2. Economic aspects of languages today Calculating language choices An economics perspective Modelling multilingualism Balancing language choices Language diversity economics 3. Managing multilingualism Lessons from failures Bridging across languages Investing in human capital Harnessing mobile resources 4. Is learning another language worth it? Market incentives Language beliefs Language choices Employment prospects 5. Languages in the marketplace Multilingual workplace practices Language services markets Language teaching industry Heritage and language tourism New languages, new markets Afterword Notes Glossary References Index

Promotional Information

A factual exploration of the market potential of multilingualism and a journey into the potent emotional response this topic engenders.

About the Author

Gabrielle Hogan-Brun is at the University of Bristol, UK. She has written widely on language and education, with a particular focus on addressing and accommodating cultural and linguistic diversity in Central Eastern Europe.


Hogan-Brun is on a mission to convince her readers that they should be more alert to the market [and social] potential of language learning ... [and] this is a laudable aim ... Linguanomics asks worthwhile questions. * Times Higher Education *
[Linguanomics] offers the reader a broad and varied picture of the interplay and interconnection of economy and multilingualism. Hogan-Brun's conviction that society can benefit from language diversity is well-based on a plethora of data and examples that make the book an interesting and informative reading. * International Journal of Applied Linguistics *
Hogan-Brun's book is a lucid introduction to the commodification of language, the various factors and processes which impinge on the market and exchange values of languages ... [A] carefully constructed text. * Journal of English as a Lingua Franca *
Due to its highly accessible style, Linguanomics by Gabrielle Hogan-Brun should appeal to a heterogeneous audience: lay people, policy makers, students and academics are sure to find food for thought within [its] pages ... The author succinctly points out the various perspectives one can take on the economics of multilingualism and her descriptions are rich in illustrative examples taken from a diverse range of online and offline sources. The scope of the book is ambitious and as such it provides a much needed introduction to the economic issues of multilingualism. * LINGUIST List *
The main merit of this book [...] is to raise different relevant questions, as well as to increase awareness of the importance of better understanding the relationship between multilingualism and the economy. * Language Policy *
Gabrielle Hogan-Brun has conducted much research into multilingualism, its history, how people respond to new linguistic cultures, and the costs and benefits of incorporating multilingualism into business matters. * Babel: The Language Magazine *
With cities like London now counting 300 languages among their residents, the globalization of trade, and empirical evidence of the cognitive value for young and old of bilingualism, one might wonder why one needs to argue for the learning and teaching of languages. But there is clearly such a need, and Gabrielle Hogan-Brun provides a lively, readable and wide-ranging survey of the value of multilingualism to individuals and nations. -- Bernard Spolsky, Professor Emeritus of English, Bar-Ilan University, Israel
In this succinct yet comprehensive book, the author provides a dispassionate account of the relationships - both historical and contemporary - between multilingualism and economics. Readers will find here an excellent source of information bearing upon both the benefits and the costs of linguistic diversity. -- John Edwards, Senior Research Professor, St Francis Xavier University, Canada and Adjunct Professor (Graduate Studies), Dalhousie University, Canada

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