摘要
英语得以快速进入柬埔寨国民教育体系,提升语言地位的原因值得探究。现有研究多从问题取向或权利取向进行分析,而资源取向能够绕开争论点,用语言营销手段发掘一个新视角。通过分析柬埔寨英语营销策略的主要内容,发现国际英语教育援助项目成为适销对路的产品;类型多样的宣传建构了英语推广生态圈;国民教育体系和影子教育体系分别构成了英语教育援助项目投放的主要和次级市场;免费与收费的灵活价格策略则同时为营销主体带来了经济收益与政治文化影响力。英语营销的经验启示柬埔寨华文教育可以适当考虑市场化运营转型:首先,要借机融入国民学校体系;其次,要设法提升教育资源汲取能力;最后,要主动建构“中文+”生态圈。实际上,就情感认同而言,柬埔寨华文比英语更具语言活力。因此华文教育学习英语营销策略的同时,其语言地位规划也要在未来超越工具主义的发展范式,开辟兼有工具理性意义和情感认同意义的发展新模式。
By analyzing the main content of Cambodia s English marketing strategy,it is found that international English education aid projects have become marketable products;A diverse range of promotions has constructed an English promotion ecosystem;national education system and shadow education system respectively constitute the main and secondary markets for launching English education projects;the flexible pricing strategy of free and charging brings marketing subject both economic benefits and political-cultural influence.The experience of English marketing has revealed that Cambodian overseas Chinese education can appropriately consider to undergo a market-oriented operation transformation:first,it can take the opportunity to integrate into the national school system;second,it can try to improve the ability to absorb educational resources;and finally,it can take the initiative to construct a“Chinese+”ecosystem.In fact,in terms of sentimental identification,Chinese has more language vitality than English in Cambodia.Therefore,while overseas Chinese education learns from English marketing strategies,its language status planning should go beyond the instrumentalism paradigm in the future and create a new development model with both instrumental meaning and sentimental identification.
出处
《中国语言战略》
2024年第2期199-209,共11页
China Language Strategies
基金
2024年度国家社会科学基金教育学一般课题“国际中文教育专业建设研究”(BDA240062)。
关键词
柬埔寨
英语营销
华文教育
语言资源
Cambodia
English marketing
overseas Chinese education
language as resource
