ABSTRACT
This chapter begins with a discussion of the kinds of attitudes that people have, and provides a critical overview of direct approach, indirect approach and mixed methodological approach to language attitude measurement. The direct approach is arguably the most common approach in language attitude studies. The indirect approach involves engaging in more subtle techniques of measurement, where the purpose of the study is made less explicit and obvious to the informants than in the direct approach. The chapter provides a critical examination of studies into language attitudes conducted primarily in South Korea and neighbouring countries that represent a range of similar characteristics to South Korea regarding their culture and English education context. It discusses the studies into learner-preferred English teachers based on a choice between 'native English teachers' and 'local teachers' in the context of East Asian countries, with a particular focus on South Korea.
