Publication details [#65195]

Simpson, William. 2018. Neoliberal fetishism: the language learner as homo œconomicus. Language and Intercultural Communication 18 (5) : 507–519.
Publication type
Article in journal
Publication language
Place, Publisher


This paper handles private commercial language schools known as eikaiwa in Japan, and the largely absent teacher representation in eikaiwa advertising. It is asserted that the expunction of work (teachers), and the highlighting of the student in advertising, elucidate a mode of commodity fetishism specific to the neoliberal period, where the student as neoliberal homo-œconomicus –builder of his/her own want, predominates.