Schmenk, B., Breidbach, S., & L. Küster (eds.) Sloganization in language education discourse: Conceptual thinking in the age of academic marketization. Bristol: Multilingual Matters, 2019
The purpose of this chapter is to articulate the reasons for my unease with the concept of superd... more The purpose of this chapter is to articulate the reasons for my unease with the concept of superdiversity, the affective rhetoric it is couched in and the process that transformed a newly coined word into 'a fact on the ground' and an academic brand. I will begin with an overview of processing features that differentiate academic slogans from bona fide academic terms. Next, I will examine branding strategies that made superdiversity a recognizable name in sociolinguistics. Then, I will consider the many meanings of superdiversity and argue that referential indeterminacy renders it impervious to critique of Eurocentric biases and ahistoric premises and makes the new slogan an extremely valuable tool for branding and creation of a new academic hierarchy and new elite.
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Papers by Aneta Pavlenko