The promotion of French language and culture by alliance Française in Bangkok, Thailand

Abstract

The French language plays an important role in international society. It is widely used in commerce, diplomatic and academic fields, and is generally recognised as a representative of high culture. However, the language is facing a fast decline in Southeast Asia due to globalisation, which has expanded the role of English very rapidly all over the world. To solve the problem of the decrease in the role of French in the world, Alliance Française was established to disseminate the knowledge of French language and culture around the world. This study aims to analyse the strategies used by Alliance Française to promote French language and culture in Thailand. Data for analysis, which is composed of information of language courses and cultural activities offered by Alliance Française in Bangkok, was collected from documents, interviews with representatives of Alliance Française, and questionnaires distributed to Thai students. It is found that the main strategies of Alliance Française are: 1) promoting language teaching and learning; 2) deepening the understanding of French culture; 3) building good relationship among French speaking communities. To achieve those strategies, particular activities are organised under the themes of language learning and cultural events. This study provides more knowledge of the problem of promoting French language and culture in Thailand and better understanding of the relationship between France and Thailand concerning the policy of cultural exchange.