Article about some strategies and policies in order to face the basque 2.0 era for the basque language in the glocalized world, taking into account 2.0 technologies and social networks, social changes and business multilinguistical realities.

1. BASQUE 2.0 = Basque + Innovation?
[What do we mean by Basque 2.0?]
Igor Calzada
How many times have we heard the word Innovation over the last few years? And
what it is? And another word seems to have appeared hand in hand with this word:
crisis. It appears to have turned the world upside down, or maybe we have been
presented with an opportunity to react, when faced with many things.
At the same time, if we were to say that the time for profound changes has come, the
whole argument would be rounded off. And what is more, we would fall into the
same rhetoric as today whenever we keep on referring to innovation without coming
up with anything new. Hence the paradox: Calling for new things without coming
up with anything new. If that is “innovation”, I do not like it. It is not genuine. And
then we will say: “Basque is Europe’s oldest language,” so that our consciences are
clear. And if our consciences are clear, what on earth have we innovated?
So, using the concept Basque 2.0 therefore seems more appropriate to me. This
concept is basically an attempt to pre‐diagnose the key factors that could influence
use throughout the different geographies of the Basque language by applying the
network logic (2.0 logic) for the purpose. The reason is that right now the Basque
language, like so many other social spheres, urgently needs to adapt to new
situations. In other words, Basque has to enter the 2.0 age right away. By taking what
has been done well in the past very much into consideration and by enhancing it, but
one must not fall into the trap of self‐satisfaction. This is precisely the reason why
innovation needs to be applied in this Basque 2.0 process (in other words, the
deconstructing of the discourse and praxis of Basque) through consensus and
without any conceptual and/or dogmatic limit.
What is being proposed along this way is that, in the public institutions, the
promotion and innovation of Basque should be carried out on three fronts (thus
forming a continual process).
In other words, Research + Development + innovation, R + D + i:
• 1.‐ Research (applied and qualitative):
In order to get to know and take an in‐depth look at multilingualism,
immigrants, internationalisation or external projection and social networks or
2.0 phenomena and channel strategies. We have to put projects and plans to
promote the use of Basque within the framework of today’s social network.
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2. We cannot turn a deaf ear to the opportunities offered by this social model and
the risks its poses.
• 2.‐ Development (2.0 technologies):
By launching, in collaboration with the public institutions, plans and projects
to promote the use of Basque, together with the social players (Basque
language activity and technological activity, in particular). And what about
today’s social networks? What about those who have already made the leap to
today’s social mediums? Where are those “systematic critics/sceptics”
who six months ago thought it was a mere “fashion” or who attached no
importance to them? Facebook, tuenti and twitter are hegemonic right now.
They may die out along the way, but the mark they have left in society will
never disappear. The journey has only just begun. Schopenhauer’s
enlightening and simple idea has occurred to me again and again recently.
(The first one has the idea and then fails; the second one “takes” the idea of the first
one and achieves success.)
• 3.‐ Application (companies):
By developing Basque in the socio‐economic sphere, not just in the sphere
within the world of work; by developing Basque schemes in an innovative and
experimental way, in addition to image and communication; and taking
external factors into consideration while taking advantage of technology. In
this context of crisis, the company base is set to evolve from industry to
services over the coming years. That means we shall have to give priority to
external factors: (1) firstly, because we will have largely service companies; (2)
and as a result, this situation will give us the means to guarantee customers’
language rights. All this leads us to the following reflection: we need to shift
the discourse about Basque from the paradigm of quality and social
responsibility to the paradigm of added value and innovation. By carrying out
very different language management in the socio‐linguistic areas. By seeing
networks, immigrants and the socio‐economic situation from very close
quarters and intervening in them. But all this makes sense only if we use the
2.0 logic. Otherwise, it does not. In other words, as long as we apply branding,
entrepreneurship, 2.0 technologies, creativity and participation to the
management of Basque or language within companies. And from the public
institutions it is necessary to support this way, establish criteria and try to
facilitate spaces for interaction that encourage co‐operation among the players.
The moment is now. We have our opportunity right now.
When we talk about applying the 2.0 logic, it means that we have to put Basque in
the context of a social network. And that should have implications in the language
policies promoted by the public institutions, in the evaluation of projects, in the
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3. criteria of the cooperation channelled with the players, and naturally, in public cost
effectiveness parameters and ratios (ROI‐Return on Capital Employed).
However, language management and strategies should not focus on cost
effectiveness alone. It was proven long ago that economic cost effectiveness, social
welfare and the democratisation of culture can go hand in hand in a progressive,
connected, sustainable and participatory social network.
In short, I believe that the R+D+i of Basque use and language policy or the technical
advance approach of Basque 2.0 will have to be taken into consideration:
a)∙ By identifying and managing the key milieus of Basque (non‐Basque speaking
zones) as well as virtual ones (social networks).
b)∙ In the Glocal World, to start to consider Basque as a brand attribute. In other
words, as Castells pointed out, when only 28% of all the Internet websites are
“exclusively” in English, a large key milieu may open up for Basque and minority
languages, enabling them to go further and be broader (not bigger).
c)∙ By taking advantage of the explosion or “revolution” of Social Networks as they
evolve into social media; by exploiting social networks like Facebook, twitter and
tuenti, as technological and social tools to promote Basque use, and bring them over
to us.
d)∙ Anticipating that the companies of the Basque Country will be the most
interesting travel companions of Basque when the .eus language domain gets going.
In other words, by including Basque in the company’s baggage.
e)∙ As in the past (with the movement of the Ikastolas –Basque‐medium schools– and
with numerous social movements), by channelling pro‐active Basque language
players into the network, and gradually building up the wave of Basque‐language
loyalist Internet surfers.
So, Basque 2.0 could be like that, something achieved by means of social building:
something that is ours but without any frontiers; a language present in our
companies, in our lives, everywhere, right away.
December 2009.//
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