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Dragons, Shields, and Global Journeys: Applying a Raciolinguistic Lens to Decode DLBE (Dual Language Bilingual Education) School Branding Cartoons

Fri, April 25, 1:30 to 3:00pm MDT (1:30 to 3:00pm MDT), The Colorado Convention Center, Floor: Ballroom Level, Four Seasons Ballroom 2-3

Abstract

Through a case study of a trilingual charter elementary school in Arizona, this paper examines the intersection of neoliberalism, whiteness, and branding in Dual Language Bilingual Education (DLBE) schools. Using a raciolinguistic lens, the multimodal analysis decodes two cartoon branding images to reveal covert discourses prioritizing English-privileged and white families. The paper highlights how neoliberal competition in education redefines multilingualism as a commodity and incentivizes schools to use branding strategies that often reinforce racial and linguistic hierarchies. The findings underscore the need to critically examine how branding in DLBE schools communicates values and identities, influencing school choice and potentially perpetuating inequities in access to multilingual education.

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