The present study examined the traces of neoliberal ideology in O-level English language textbooks taught in elitist private schools in Pakistan that follow the UK-based international educational system administrated by the University of Cambridge under the General Certificate of Education (GCE). Analysis in the study was informed by Fairclough's CDA writings. Moreover, Bourdieu's views on neoliberalism were also considered to shed some light on neoliberal ideology in the textbooks. Findings suggest that several neoliberal themes were evident in the textbooks under (...) scrutiny, including marketization, consumerism, branding, celebrity culture, competition, individualism, self-responsibility and self-entrepreneurship, mobility, new ‘Othering’ strategy and English as a neoliberal skill. Based on the findings, we argue that the global ELT industry that produces teaching materials, including textbooks for the periphery is a major contributor to the neoliberal world order maintained by the local (political) elite in the government(s) e.g. Pakistan in case of the present study. The textbooks prepare learners for a competitive world rather than a world based on cooperation, mutual progress, and happiness. The study thus questions such neoliberal hegemony encoded in the textbooks and argues for critical examination and selection of the materials for contexts where English is taught as a foreign language. (shrink)

ABSTRACTTextbooks, in general, and English teaching textbooks, in particular, are acknowledged as common sites for social reproduction and disseminating dominant ideologies. In an attempt to contribute to research on textbook ideology, the current study attempted to uncover neoliberal mentality in the highly popular ELT materials taught in Iranian private language institutes. Scrutinized though CDA methodology proposed by Fairclough [2001. Language and power. London: Routledge; 2003. Analysing discourse: Textual analysis for social research. London: Routledge], the textbooks were found to popularize certain (...) tenets of neoliberalism such as market, consumerism, branding, individual productivity/marketability as well as superficial, non-critical multiculturalism which was employed, simply to present a perfect, utopian image of the West. Such a practice, it is believed here, is a clear instance of ‘inculcation’. London: Routledge) whose effect needs to be counterbalanced by reflective teaching and critical pedagogy. (shrink)