INTEGRATING POP CULTURE IN ENGLISH FOR SPECIFIC PURPOSES (ESP): A CONCEPTUAL STUDY OF ENGLISH FOR BUSINESS CONTEXT


Authors

(1) * Roziyan Adi Wicaksana   (Universitas Negeri Surabaya)  
        Indonesia
(*) Corresponding Author

Abstract


With the globalization of business, there is an increasing demand for professionals to master English communication skills tailored to specific professional settings. English for Specific Purposes (ESP) addresses these specialized language and communication needs by focusing on learners' academic and career objectives. However, traditional ESP methods often emphasize technical terminology and formal communication, neglecting the cultural and contextual elements essential for effective modern business interactions. This oversight can impede learners' ability to apply their skills in diverse, culturally rich environments. This study proposes the integration of popular culture into ESP, particularly within Business English, aligning with Task-Based Language Teaching (TBLT) principles that emphasize real-world tasks to enhance communicative competence. By incorporating culturally relevant materials such as viral marketing campaigns, social media narratives, and multimedia advertisements, the proposed conceptual framework bridges linguistic proficiency with intercultural and pragmatic skills necessary for global business communication. The study offers practical strategies for educators to utilize authentic resources, thereby increasing learner engagement and preparedness for professional challenges. Theoretical and practical contributions include advancing ESP pedagogy by integrating contemporary cultural dynamics and providing a foundation for future research on innovative, contextually relevant language education methods.



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