Economic Benefits: Marketing and Commercializing Language Revitalization

Abstract

Marketing language revitalization involves developing ideas aimed at increasing the economic value of an endangered language. This can be achieved by promoting the role of traditional knowledge and local languages in shaping sustainable relationships with the natural environment, as traditional Indigenous models of managing natural resources are known to indirectly support biological diversity and balanced economic activities. The linguistic-cultural revitalization programs run by the Sámi people in Norway and Finland are an example. The economic potential of linguistic-cultural heritage can also be oriented toward tourism, emphasizing uniqueness and authenticity, the history, culture and natural environment of less explored places and their inhabitants. This can generate income to support revitalization activities and improve economic wellbeing; the challenge, however, is to link tourist experiences to genuine language revitalization and marketing efforts, without reducing them to symbolic or folkloric dimensions. Revitalization initiatives in Wymysiöeryś are expected to create permanent jobs and lasting forms of social and community engagement.