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Publicity: Key to Higher Enrollment
Author(s) -
Bryant William H.
Publication year - 1978
Publication title -
foreign language annals
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.258
H-Index - 49
eISSN - 1944-9720
pISSN - 0015-718X
DOI - 10.1111/j.1944-9720.1978.tb00002.x
Subject(s) - publicity , government (linguistics) , foreign language , public relations , value (mathematics) , product (mathematics) , political science , psychology , business , marketing , pedagogy , linguistics , philosophy , geometry , mathematics , machine learning , computer science
In spite of the development and application of new methods and approaches in our profession, foreign language enrollment trends have progressively worsened; the future looks even less promising. Internally, we must continue to modernize and refine our product through constant research and development. Externally, we should: (1) through paid lobbyists, try to foster greater government and business interest in our cause; and (2) launch a major, professionally directed, nationwide radio and television campaign to acquaint the American public with the nature and values of learning a foreign language. Televised testimonials from prominent Americans in different fields could be solicited which would emphasize the practical, occupational value of knowing how to communicate in a foreign language. A publicity fund, jointly administered by the professional leadership of various organizations (e.g., ACTFL, the AATs) could be financed by voluntary, individual ‘self‐assessment.’