The representation of multilingualism and citizen identity in a series of public service advertisements

Abstract

ABSTRACT Social reality is refined and redefined through media. This article explores the representation of discourse of multilingualism in a series of Hong Kong government public service advertisements called Faces of Hong Kong. Given the role of advertisements in social reproduction and the construction of identities and subjectivities, there is scope to explore how public service advertisements that include a subset of advertisement texts, reflect and are governed by market ideologies. This article focuses on the cultural reproduction of differences and identities, and sees the ideology conveyed in public service advertisement as a powerful trope operating across different sociocultural communities. A critical reading of the promotional series suggests that discourses on English as a global language and Hong Kong as a multilingual and multicultural city are strategically co-opted to further neoliberal ideologies. This has implications for policy practices.