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The shaping of a multilingual landscape by shop names: tradition versus modernity
Hong Zhang; Brian Hok-Shing Chan
2017
Source PublicationLANGUAGE AND INTERCULTURAL COMMUNICATION
ISSN1470-8477
Volume17Issue:1Pages:26-44
Abstract

The tourist city of Macao is small but rich in cultures characterised by contrasts between the traditional and the modern, East and West, local and international. This paper captures some of these contrasts as constructed through its multilingual landscape, focusing on shop names. Whereas many shop names are characterised by destandardisation, iconisation or translanguaging, there is also noticeable variation according to different spaces, in particular, casino complexes vs. local neighbourhoods. Shop names in Macao’s casino complexes tend to exoticise Western languages, particularly English, by adding symbols or ‘iconising’ the letters to take on a foreign, mysterious or a friendly appearance; those in local neighbourhoods, however, often highlight Chinese traditions, for instance, by invoking the right-toleft text vector which was more prevalent in Chinese communities until the mid-twentieth century. The former phenomenon is partly based on the symbolic function of Western languages and symbols in Macao (i.e. Western brands are associated with highquality and fashionable products), creating an exoticisation effect. The latter respects Macao’s history and is an outcome of particular government regulations. These two types of naming strategies show how various shops and businesses take different positions on various sociolinguistic ‘scales’ in relation to their goods and customers.

旅遊城市澳門很小但是文化豐富。這裡文化的特點是存在多種對 比, 比如傳統與現代,東方與西方,本土化和國際化等等。本文 旨在通過多語的語言景觀中的店名來探索這些對比。一方面,很 多店名中語言的使用可能會有去標準化,符號化和跨語言的特 點,另一方面,澳門不同地區會有顯著差異,尤其是娛樂場綜合 區和當地居民區的差異。娛樂場綜合區的店名有一種讓西方語言 (尤其是英文)陌生化或者異域化的趨勢,比如會添加一些符號 或者把文字本身符號化,以便使店名有一種外國的,神秘的或者 友好的感覺。然而,當地居民區的店名傾向於強調中國的傳統, 比如說可能會採用直到上世紀中還在中華地區中盛行的從右到左 的文字書寫順序。前一種現象可能利用西方語言和符號在澳門的 象徵意義來體現店名的‘高大上’,達到異域化或者陌生化的效 果。後者更尊重歷史傳統,並體現特定的政府法規。這兩種命名 策略展現了不同商店和商業單位就商品和顧客而言,在各個社會 語言學層次的不同定位。

KeywordModernity Tradition Exoticisation Linguistic Landscape Shop Names Macao (Macau)
DOIhttps://dx.doi.org/10.1080/14708477.2017.1261674
Indexed BySSCI ; SSCI ; AHCI ; CPCI
Language英语
WOS Research AreaLinguistics
WOS SubjectLinguistics ; Language & Linguistics
WOS IDWOS:000392417500004
PublisherROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD, 2-4 PARK SQUARE, MILTON PARK, ABINGDON OX14 4RN, OXON, ENGLAND
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Cited Times [WOS]:3   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionDEPARTMENT OF ENGLISH
Corresponding AuthorHong Zhang
AffiliationDepartment of English, Faculty of Arts and Humanities, University of Macau, Macao SAR, China
First Author AffilicationFaculty of Arts and Humanities
Corresponding Author AffilicationFaculty of Arts and Humanities
Recommended Citation
GB/T 7714
Hong Zhang,Brian Hok-Shing Chan. The shaping of a multilingual landscape by shop names: tradition versus modernity[J]. LANGUAGE AND INTERCULTURAL COMMUNICATION,2017,17(1):26-44.
APA Hong Zhang,&Brian Hok-Shing Chan.(2017).The shaping of a multilingual landscape by shop names: tradition versus modernity.LANGUAGE AND INTERCULTURAL COMMUNICATION,17(1),26-44.
MLA Hong Zhang,et al."The shaping of a multilingual landscape by shop names: tradition versus modernity".LANGUAGE AND INTERCULTURAL COMMUNICATION 17.1(2017):26-44.
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