Cultural representation in ESP textbooks used in Vietnamese higher education: A comparative content analysis

This study examines how culture is represented in two internationally published English for Specific Purposes (ESP) textbooks used in Vietnamese higher education, Professional English in Use: Finance (Cambridge University Press) and English for Logistics (Oxford University Press). Drawing on Cortazzi and Jin’s [15] tripartite classification of source, target, and international cultures, together with Byram’s [3] model of intercultural communicative competence (ICC), the study analyses both the cultural references contained in the textbooks and the learning opportunities through which those references are pedagogically addressed. The findings reveal contrasting cultural profiles. Target-culture content, particularly Anglo-American institutions and professional practices, predominates in the finance textbook, whereas international-culture references are more frequent in the logistics textbook. Both materials nevertheless display an almost complete absence of Vietnamese cultural perspectives. The two books also differ pedagogically. Whereas the finance textbook relies primarily on vocabulary-focused exercises, the logistics textbook includes a greater number of communicative tasks and a wider range of international settings. Even so, neither provides systematic support for all five components of Byram’s ICC model, and opportunities to develop critical cultural awareness remain particularly limited. These findings suggest that internationally published ESP textbooks cannot, by themselves, fully address the intercultural demands facing Vietnamese graduates. Locally relevant supplementary materials and tasks are therefore required to connect professional English with Vietnamese institutional contexts and the culturally diverse interactions characteristic of regional and international workplaces.