Globalisation and Localisation


Course Objective

• To understand the concepts of globalisation, (reverse) localisation,
internationalisation and glocalisation within the domain of language and
• To learn about and reflect on recent developments in the globalisation
vs localisation debate.
• To become familiar with various globalisation and localisation
strategies and to be able to identify these strategies in a number of
(digital) settings (e.g. websites and audiovisual media).

Course Content

With the world at their digital fingertips, more and more companies
decide to go global. As they expand their business across borders, they
will need to define a clear communicative strategy for their new,
international target audience. One of the main decisions for companies
to make is whether to globalise or localise their communication.
Globalisation typically involves offering standardised content in a
single language, while localisation often includes (machine) translation
of content in various languages and culture-specific (textual)
adjustments. Both globalisation and localisation have been extensively
researched, but the debate about what strategy works best in what
context is still going strong.

In this course, you will become acquainted with relevant notions such as
globalisation, localisation, and glocalisation. You will learn what it
means to globalise or localise communication, and you will become
familiar with recent developments in the globalisation vs localisation
debate. You will be able to identify instances of localisation and
globalisation in various (digital) genres within the domain of language
and media.

Teaching Methods

Two two-hour lectures per week, and one two-hour seminar in which you
will apply the content of the lectures in a practical assignment.

Method of Assessment

A written examination (100%). In order to qualify for the exam, you need
to gain a pass for all practical assignments.


A list of required literature will be made available via Canvas.

Target Audience

Second year BA students in the tracks Language and Media / English
Language and Communication Studies.

Additional Information

Attending the seminars is obligatory; attending the lectures is strongly
recommended, since the practical assignments are based on the lectures’

General Information

Course Code L_AABACIW206
Credits 6 EC
Period P5
Course Level 200
Language of Tuition English
Faculty Faculty of Humanities
Course Coordinator dr. M.J. van den Haak
Examiner dr. M.J. van den Haak
Teaching Staff dr. M.J. van den Haak

Practical Information

You need to register for this course yourself

Last-minute registration is available for this course.

Teaching Methods Study Group, Lecture
Target audiences

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