This week, the rise and rise of Rosetta Stone. With big government contracts and a huge advertising campaign, Rosetta Stone is now America‘s #1 language teacher. It offers software-based language teaching programs in 31 languages (their assumption — perhaps well-founded — is that British English and American English are distinct languages, as are Castillian Spanish and Latin American Spanish). The company went public earlier this year, so with the money raised from that, expect to see and hear plenty more of its advertising.
If you learn the Rosetta Stone way, you’ll absorb a language the way an infant does. Well, that’s the theory. Can you really turn back the clock and re-create the conditions of babyhood and infancy on adults who already speak one or more languages? Rosetta Stone says you can in certain key ways. This infant method means that you learn through images and conversation, not grammar and translated vocab lists. Not everyone agrees, including many classroom-based language schools. The advice from Georgetown linguistics professor Alison Mackey is to use Rosetta Stone as one tool among many. And these days, there are plenty of tools out there. Me, I’m learning Chinese right now. I take classes at a small institute in Boston’s Chinatown, and I supplement that with podcasts. I’m struggling badly with Chinese characters, so I’ll probably download this iPhone app.
Also in this week’s cast, non-native English speakers from around the world take part in an English spelling bee in New York. The backers of this competition, seemingly without irony, have christened it a “SpellEvent.” Not a word you’ll find in the dictionary. We hear from the winner and from other competitors. Finally, a note on Hillary Clinton‘s not-so-lost-in-translation moment in Kinshasa, Congo.