Ideologies of English and English Teaching in Vietnamese Private Language Institutions’ Facebook Adverts

Abstract

This study examines the English language ideologies and English language teaching ideologies in Vietnam’s private language teaching sector by analyzing promotional discourse posted in social media platform. The data collected include 50 advert posts on Facebook and interview sessions with foreign language center’s owners and parents who enrolled their children in the provided courses. Adopting critical discourse analysis as the methodological approach, the study investigated the interrelationship between the Facebook advert discourse and English ideologies. The findings showed that there is evidence of (1) linguistic imperialism conveyed through the belief of English as a necessitation, (2) native-speakerism, and (3) whole-person development goal as influenced by globalism. It is suggested that as the language institution’s promotional discourse could be in accordance with the local context of ELT, some transformations should be performed within the Vietnamese ELT tradition to ensure equality among language learners.