This article focusses on the ways in which plays a central role in the globalized new economy. Not only is itself central as a means of production and as a product, but, contrary to expectations about the ways in which standardized English may be taking over the speech economy of the planet, in fact linguistic variability and multilingualism have become vital. The first part of the article discusses the ways in which becomes part of work-related competence, whether as a measurable skill or as an innate talent. The second focusses on how this is linked to the market value of authenticity, in an economy where local and regional markets, and local authenticity, are sources of value in an economy based service and on symbolic value. Finally, it considers what the implications of these developments might be for the merging category of language workers.
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