Glocal Expression in Wudaokou Commercial Linguistic Landscape
- 10.2991/assehr.k.220306.029How to use a DOI?
- Commercial linguistic landscape; Glocalization; Multimodal semiotics; Decorationism; Dynamism
From the perspectives of sociolinguistics and social semiotics, on the basis of Luke Rowland’s theory of glocalization and Kress’s theory of multimodal semiotics, using a combination of qualitative and quantitative analysis methods, this study focuses on analyzing the commercial linguistic landscape of foreign languages in Wudaokou factors and laws with the highest proportion of medium density. It is found that the English presented in some commercial linguistic landscapes is more Chinese (such as U Center), and the use of foreign languages on the basis of combining indigenous elements is to show a sense of luxury on the basis of absorbing foreign languages. Wudaokou commercial linguistic landscapes absorb a large number of foreign languages that embody decorationism. The decorative usage of foreign languages is also a manifestation of the local culture’s re-absorption and disposal of the global power. English is a strategic language for expression and decoration in bottom-up unofficial linguistic landscapes. There is no strict control on semantic grammar and normative use. The usage of English absorbs and integrates localized elements, reflecting the dynamics of the commercial linguistic landscapes.
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Wenli Fu AU - Lisha Xu AU - Na Yang PY - 2022 DA - 2022/03/30 TI - Glocal Expression in Wudaokou Commercial Linguistic Landscape BT - Proceedings of the 8th International Conference on Education, Language, Art and Inter-cultural Communication (ICELAIC 2021) PB - Atlantis Press SP - 182 EP - 188 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220306.029 DO - 10.2991/assehr.k.220306.029 ID - Fu2022 ER -