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 ContentWith 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
Teaching MethodsTwo 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 AssessmentA written examination (100%). In order to qualify for the exam, you need
to gain a pass for all practical assignments.
LiteratureA list of required literature will be made available via Canvas.
Target AudienceSecond year BA students in the tracks Language and Media / English
Language and Communication Studies.
Additional InformationAttending the seminars is obligatory; attending the lectures is strongly
recommended, since the practical assignments are based on the lectures’
|Language of Tuition||English|
|Faculty||Faculty of Humanities|
|Course Coordinator||dr. M.J. van den Haak|
|Examiner||dr. M.J. van den Haak|
dr. M.J. van den Haak
You need to register for this course yourself
Last-minute registration is available for this course.
|Teaching Methods||Study Group, Lecture|
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