NEOLIBERALISM, CELEBRITY AND ‘ASPIRATIONAL CONTENT’ IN ENGLISH LANGUAGE TEACHING TEXTBOOKS FOR THE GLOBAL MARKET JOHN Gray Introduction ‘The Beh rua a ni Geck television mesoget Plata tren os ee story, Stl ston he We Banka Gans Cee no peeled eben wi te wars Ret e with you ding con ne ea 7a, omer ses mocha Fy digi snd fons spcaty on he tenga nernion of rym Uk peice ee a "as 197 eros xprid wich cae wi he och on et tint pee Pl Het ation Batman oh Sa Ne eth what br ee mnt rn scr ee lite earth het tae seat eae rotkby reponse te 209) 2 topoieoe can ice rs wa na ee al the inci percur soho ai conge wa i mapa avandia he * © "pation cma Se Inge on peru fel bye LT nouns the oben ah total gest the cca ne 2 ted tings sng cone fee Seed ELT exe “ ea the wh aye ng iene te ne ie lowe yao afc ht sees he ‘ese ay of Fagah Engg moun of cml Aone 8 wich my Wo we sng oa8 jomcay some vial apt chit would account the Obama-Ma dition i ‘mien. Oe ee to what ht might be povided by Sin Ze (208 (©) atobiogphil memoir in whi edevcrbes amulet fences wth ab igs in ein Amone who permed in pbc an caro conto nj who hid Pubes bok or ore na pepper wm ino amet ave sen Gstv Miler in he eet ta ett be ted Jour Sends next morning ike a pesond tap nd when cea bo ‘noice okanes Bats eget Kindy at onthe hoe Iva in asta oft anion for diye edi eteriy ere tee dhs ag ee ad only wer age es nt wht rhe ad don,t mee fet fh es haf evi eee astonihing power over me ~ So ongy fi we el he ance o ae th even it cae a eth ht il we poor ay who a 2 reac of Fan Scher append penal bein ad we looked spect a even fp Kane valet ia he erect bese bes hacky enough to be penonly cl te tat mos popular a eto Despite the Hit that pronounced medi tention not eee to by Ze lathoagh Mabe vas the subject of considerate med cuiy tog i he welPkrowanes~ in he seme of Dein uli rca ofthe be mentons scaly import Homer watt mos nce in Zag coun isthe Way whieh oi ote cata ate nthe penomenan ff eri, eal, at hi we of prnoune agg an als which scaly urate ear rope Somogyi ewe wpe ve looked espe’ Tho inerior wr of see later Zoe preset ws with wha Sas Abed (204: 8) res oa the Soi oF ‘enon whereby objets (ch eet) becoae sl, ted with ct (Ahred 200411} The cacy to embadyan gente fect wheter ‘mito, desi, xr. ong ~ cps what I woud apo a cee !mpet oferty sn pve pole explanation Sethe Ob Mel Aisintion Despite being webknow an having + mess pence mone of ‘ope of de Inger Enopen couse, Medel lw icky (opus Abs ‘tao les sated with kn the way that Chana thong of ue Mera celebrity sass maybe aster iferent inthe Geran pening Part the reason fr his has 0 do ith the ayn which eth gues se contri in the med eagh whi hy ar made Enon ote pele And hough which they red by hove whe manage the geo th ed ‘hems channel ase Asn ew wbichrpcly ergs de ae secs ten by Ches Rojo (00110), who deine ely the sean ‘fghourrneoiosset to anindvdel wt te pb phe Cgc Bria ode Goce Bundchen 2m example of non (gual which ok De 7 ae tn soem nh Oso ber Timoy Wish ssn saepeofvourey hele Meee st ahing, Rojee 201-0 geste at ake nes Pee sulwalipactanthe conta ccy = inpatoonteenoese The mare in which innkeeper comely ince the dys of Zig adore sihans hurts ea tenets inte emit entry he a eens elo ke ssa i hh ins cig Ti Tos el took ste) ean hatte pi for inca © mas ea onions hae be damien that pes Moa set (208 aig cae neta onc nit etonofeceanndorn ‘hat contrition anderson of aude ins sbooe ac inten py by the ned omnes ufmes poten ees ge ime heya oi tw poi on th conta wat oP Publi damin in many ens Bed he poe ek eae Tha. the coer ier omempocy cin Selene *somco whos weds Gh we of ng alco ‘wl of ono mei anon which sey smelly ee a ising piconets oo cy eco a Ath in he aed boc gases cone dene sta orc empring ce sas foam tons pours See ‘01 echt ek wey cece na tee sa of which ate ein The opts the ore se fb ft bi meshes af ste gp sek 1 pl eat lat synt (e4 Winos Kenney a Gant. Te cand pees ce cc Hee wed toe who rts led wet rome ‘trp capone» Pulte rie winn)- Theta gap ease angst cei Tsp const whee cine en she ret of ee ate ad yor may nat eal nen sari) This oop inde ay ton clay one hei tlt cmpestons otal wi sd glee sl lee a neat she pubic who a record they btn plc Those gg me ho ee 0 by Rog x tds mologn whch eran nde cry witha semper in hth Flame eneetent e sist Terma eon nd ob res an no toe win cron comm, Ror cures Nae BA acer ‘orig As id hat colic woe weer Youre pan omg meas weap od yoy cop he Eprolfencn! fur tgp tins whee yada Pot ‘oe marl wd spin er hse wha pena ound Tartng comp cen Mac wo cine of ie mong porta fh sel td ned cht" ope wa be Yeanifyou bt your Engages ‘ovr uns an Eng hen ~ ng te es tereig 2 darks Mant ean nah nn beth po itp felt be msl ein ewig wend eon tne cn ny on shew hs vie oc cot. a St bly tho was ates fee shoal heros sting Urcoe bm fs woh ake ow i a cule erp the ry lope tfc on wie comers te ‘Serer nd beer ef be oy tty see encode preted neon ote Fi Misano dsr shove he pe non Tatow lic in thar uch ager ede the pepo ofthe xcelence lt overnite ie and eomsegueny an ndonement of gokastion (ora snmertsoneton temp by plier std other connor {0 aherte alan. Homewer, tere may be some teacher sl Iced) mi a ore thn apy 0 aoe ayn pl da ste fx of studying Bagh ante a pole to dents The psc of thse potas on sadn wl pba ary scoring och satan $ltough it may be somewhat mv and condoceding to sstne dt Sten on developing counties wl be tin ofthe Leng Eos Rand eo Riche uation, “The ying lea ema i ender dt my ache in ange af ELT coments esau bode a am cena pli tii in which ‘he ony pai tng tens motted Sach ww anne with 2:84 198) ‘acamen ofthe ways in which eis and esa come ogeber Insaco eau ons knoe th ihood ery wel one wel wre of palit Iden ind nse very bel one dos ot enunee tek 196-26, cep, BY Gn mk ae contd bythe Eton Inerainal eport fered to howe whee evleping worl ffm id Inde confor th alco of dminnt esogy emanating fr he ELT industry which sees fo nk Engl with economic developmen al he eqution of pron wes, Tir (0,2 Scout eacher woking nthe aan stschool ctr se ose nd epee hee feline teal in hr cote (On he nepive side he mentioned a ot tds eee ees ‘fer editor nen kw they a oi wl so elon, il nthe pote sd she sg Using cles wy rots ey dco nang ses ge sradent 2 chance wo fly ere pation without wetying fa ch {hot te secu of hor ngage (he peed ome ene the wom abot maksg mitts, wich cin bea gd thing Ther a ‘farts bed aoa he pi of elie Ti top aol fit ‘sedocing maa me nes of video capi thecaroom, Fin was abo mention by Suan (19) Irth ESOL teacher who tough lage ctl leit moter sete cst an be mie 0 Jeane see's’ oh hee fel Fn wo inter co by Wicd 2 Beh echt working in Sau biz ninety ngage eo, when he gested that the incon of slersy serosa an tee fon the prof phe to make lying Linge les bong The empha fn fn tn ganein ELT pedagogy in fe we eb Tle sch Py ‘Gone sith Eh Granger 1989, nermedie Comma Gans (ald 2300) tg Vr Gane Shika 992) jt ow fe nay whichare ssl al of hited within EET Tas teeny has en pli Inked by ChysopherAnlenom (202 to he maemo ‘ocsion whitey sud ae eoraruedars canoer who, hve ged ‘lever ae inceaingy undenond tn Benne comers which snail ‘eran Gey 201070 Inst at Bs pe out by cote fhe tutor af tt bok, oe ofthe ear eben hsbc ped "epntoning find comer ao never xpd rang of domaine ‘thin the plc phere (Holbrow 207. Ando care eee content ‘an ala be inked hs ernment spe gven ea th mtr of elit key ate of he clk ner mote relly ral thee war a0 ought rection of liye ot ~ with cher erly ing he etc asaqusion of gent eb ight Tove ‘ht frelon in ebooks wee equ tay che, congo Pr ‘Who cine hie on the ata cies gow allows "he a nubs withthe Fin overuse of leben le stra nd enn eroneous sumption dh thy ele beein sme ny ena neta 6 be worthwhile pc of canon oF ‘the noon that we shoul teed the pe fone Tide it ‘heya god materia he ramet mre ly meats dhe tras Ca die very qucly (gpod Baines mel fr the pblnerh coo, ‘hin four, eon, be nor good free pk fee, choal x collage), Lal sn ith gad wo ELT seria, wat El 950% ae lacen lies be mu cn bane pple: Whee all ‘he ote people inthe wo? His ugetion dt he ncaon of estas ke oh in abslaence ich work othe pbb’ anaes point ako made by Billy whe bs comment about Anglocensy ws econ! any teaches who Fk those Policing the materi fequenly micleutel i the atemg to sd ‘Sarco da sade ht tered in The neal ace hia Slave wordt of Abed. Wing very sch ot te perspec of Bish ESOL, bt potion no doube refers he tne pee tue of gon ‘uexion, pray nthe arent ciate: ‘menor nly aod ow mot ‘dary people ie he Ue ‘lhonet portal fin the UR cee le dened pins in ‘hemindofinguelearen, inte, weld afr ne of are rie ‘racers ike the ee Jo nd wha eb fo go ugh in ey eto edi aay Th arly eer gen the core econonse ‘ene eb comply obi toh plight a erry people Bat of coune most book te podaced fr the cate bal mht thr han for he sector in which Abed werd Ths exooks tent pode n+ wacom and wie thy cae be ml to repadace dominant soli tbe ELT conchasion In the he of what ta hen writen 10 f+ suber of uecions wget therochr Why da ELT treo ke the fra they do witha eo ley Alsen abo wich egpininity? Ad fly thm to the thee ofthe reentvlue ware the iplicton fa the fll pera? “Tobin with es imporant to ate th tein cena adepre f ve een any ase dn Be ent hat some hie ae lel ee sts, aya ional cnt” 10) provided. With rep othe fin qusion 2 pole explinaton can be fi in Dani Harve (205: setion ht neal fs become epee = ode of cost he apes rvs efits on ways af gh to the point where tas become incorporated ito the comet ny may Inept vein andundestnd the wos (Hrsy 205), Fr ELT pate tnd many teaches stay snp eect how the worl na ype oe A “The western wold et in 4 word of consumerist “To deny tee fies im mater contents wo et ey ta wich ster can ee oud dem every tt which nee the a thao whie hy can rate Avie pole amet quenoa th my ELT texooks origite inthe highly marketed comme tral Set Toentry 010) sagiet"ELT inlis incense, by practioner, am enepeneat alta, fering ple oppor fr seston se, fme: Pm {his pepecve the word crested in texto ery ie the word in whch one reducing he scale ‘Ad aly ead Don suggested by some of he teacher ch cote wy mfletwhatsone dens theaters seviencetsppot ie ira Hower LT ples dose suet 1 designed op ino seen aprons something wich wo one in iersews cared ou wi or sen fgus + major ELT ping be (Gay 201 The pote wih the ELT sndy ew fata tas ‘horn nett Jones) ages cami he ‘orld here in by sucess Thatcher govern wa et whch pet ‘os resemanicied vo ede any seme cll eon. On the ae {pntion athe ale of pi: hong he write the policy wos pra parcel of Ter determin ke wink ‘tounches 2 ints who looked ter ours areal che Only Sn ol make pp el repented ne a a ‘Thcheion wos fering 3 ew eal whee mses we essed By vst you ow. Thove who dno nlp meet be dep peti en ngeabnt people works ope to npn tics it as sing eden ageing tre youl aan dl egos ofthe scl os, Qoner201161) “Ths isp kin oF pc whi nd i ELT nes al wih ‘would etre clone ochcoten bea gg, Satta eal: mean wean nurbe to ake eel en Tat sage my bein he ing i inting nat wt cea ineoiberaidblgy agpens ts hegre deze ofa digit ne pie teri of the el ound inthe Hye book ered in he nod ‘Rachoptt Cento ofthe ELT ery om ape sb bog itt ety omy wt the consoqencer of hr might be Global new cone Thane in 2070 Maca, cin o how ebb concent: Lindy ‘Cloned 210, neo he ores ta these ae thee res Sr hi Ine ir plies ecg views ome of he tenes in the previo etn, ‘poi aut hr any snpovediy intron clr are po well now te sens an by ipo, yo rae ire heya tend Second the fs bout then hep changing ach byt compte the sino tera production: ‘As courook writ spine wa ght home ro me in 2008 he Yeah Bra i and Jone Antiton ge ded wat perso “ine thea of nie oking Hlywood cope. nor wat! hc pin the whol Anglin J ange No set wf gine (ome wa wrter bec tht tery te year 4 coursebook of mine was ‘eng ou th wed Bran Jounin tangle + mated expe ‘vertigo be hanged ad waver ses (clas 20104) “Thin hee te option ta acer in many cones hae miging about the apopisacs of cli bud coment, pray thove working Jnveng whew Engh sae m put of euciion opp eo met ll rein: “Thee babar desogel eon nisin ta hick of mei doc ne conor to many eae es of wha bacon aU ‘tps Eagih count reed or beng vp ands one fellow ‘Scher ond ome onc, ih hat #1 ont hol on gy tl jist way (cated 010. “Tha the ELT inde apes conic sch enpecves snd ebook paling ic very eau about king ras with rp t0 ied and eed emus issues tat changing economic de bought soot bythe tmgng soa al ci may been o equ tink with pad 9 he ‘te ocomtee ‘As to why soe teachers Rd in hi bupterappese ead ety comet with dpe fein av slay goed hat rman rings ‘Sichngvcwel ran cpl cv othe he ening skeston ‘Fednenn cil inital ache taining prose econtgued along Temomly dened is oe Caper 6 fr tiled cio), There ao tet tha hoe teachers werkingin the pte etre postoned ererwbeningy sevice proves and hstdent ae sen atone Tis to sere to doce Inga tihng oe lurin more eral "Wht then at the inpestions or he Bel? Ehewhere (Gy 2008) |e srzed that tates eed to become mote sccplily sete i aking the tie fe stern elon of Engh Thi ll my ew ad ene of he Spar we cn by to go sour cough engagement wih the Kd of Inediitnry thinking being mpd fori ths book Such» pepe thes {sect andit therefore fcumbet ona her ected a ‘pid inguie undestnd the nature acta in pula toe (theo wee ary vt In adioon to work oF sng hoe of ho te conned fhe acey for change sed to ake dec fx bom lvl nth proton ad iweeton mater wich nbd esther fun thor expr by the ET indy apport a el whe Eg ‘ay be the angug of lobe, iar ao en, nd conte Boe ‘ote languiges of bl etic ‘Append: Celebrity and ELT materials questionnaire Phase le to write ch ole in all eto Personal deals How ld ae you? ‘Ae you al or eae ‘What qulicton de youn? (eg, CELTA, BAMA) hoc coun ak you urea bed in? Hore long have you ben chee, ‘What pee ton do you canyon? Whatkinds far do you? (eg, UR-rodaced mar sachs ol counhooklalypueal macer ef rae.)12 pam cny Celebrity in ELT materials Cates fife pes fone ning in LT bl counbooksT ge eat tae Con (1960 Aertel Pie Bost consis no Mec sty cee ofthe period and Nils (1970) Fgh in Statin ess indy ant inet to eee Homes, by ae be 197s ‘Rept atte ey mach mor oman flowing eles ce i Some Cees Hat ine 1579) ether he writen ‘Satand/or te wok: hu Neen Albee Janae: Hob Beamon: Annee Riker Rosemarie tennis sty Alacer Pal McCartney es Hoos UK Queen |VKeanety hs Prsey “The flowing celeste eo in New Cuting Bdge Upet Inrmede ‘Cangas oor 208 citer nthe wren text or the ea Jerrad ee Gees Care On Bo Ka rey Sees Eine ‘Gary onions ety Osborn; Brian My: edie Mey Rowan thin REI Deer, al MeCueney, Ringo Sar Stee Reve: Gand; Marcin rake ig Een rump, Bil Gas Jo Kennedy Ide Jee Pines Hae ae, Opah Wn, To Crue: Rosie Wins Woody ln Foniyn Mune, eta Schwarzer: Ala Ald: rd Alle: Haron Fs Teste bu esktn eurgs Clooney Jenifer Loper Tony Bhi Moon eon Seve Speer Ricky Morin Lennon Jens Aion Felph Renney ir Clinton Es Pesy: Kea Kaighey: Paria Naps (Gusnder Chad, Reman li Nivans CConemoray counebooks bon coma sional eri at ted he. 1 why do yo think he psec series hs nee in ELT nner 2 Ass wach whit eyo views othe reed pres of leis LT matrah Impact on students “This amex om 20-9 erie wi wo Fences om + ea catty mmpine vill i! Mogaine Boos Nor Henn Pe-nmeba ea gos ane 59.The baggy wok comets eh ps ple with he 1 Why do you ink he ror ocupieso mh pce onthe pa? ‘Wy do yo ti the pute cheno appa anaes oi in ‘hive dmg the on of onl celeb? 13 Wed think he impacefay) fsuch imagery 20 aden? Aron nocrepadaced ee Other comments At mye comment oo wih oo eae ferry in councbooks oa fair wth whether raced nthe UK orany ther comiry = rides any ‘hg ou ny eon the ope gs“This book explores the inks between {us the market a scene ~rom ha Neoliberalism and Applied Linguistics z Z z ; z z David Block, John Gray and Marnie Holborow