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The shaping of a multilingual landscape by shop names: tradition versus modernity
Zhang, Hong; Chan, Brian Hok-Shing
2017-02
Conference NameLANGUAGE AND INTERCULTURAL COMMUNICATION
Volume17
Issue1
Pages26-44
Publication Place2-4 PARK SQUARE, MILTON PARK, ABINGDON OX14 4RN, OXON, ENGLAND
PublisherROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
AbstractThe 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-to-left 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 high-quality 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.
KeywordModernity tradition exoticisation linguistic landscape shop names Macao (Macau)
DOI10.1080/14708477.2017.1261674
URLView the original
Indexed BySSCI ; AHCI ; ISSHP
Language英语
WOS Research AreaLinguistics
WOS SubjectLinguistics ; Language & Linguistics
WOS IDWOS:000392417500004
The Source to ArticleWOS
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Cited Times [WOS]:3   [WOS Record]     [Related Records in WOS]
Document TypeConference paper
CollectionDEPARTMENT OF ENGLISH
Recommended Citation
GB/T 7714
Zhang, Hong,Chan, Brian Hok-Shing. The shaping of a multilingual landscape by shop names: tradition versus modernity[C]. 2-4 PARK SQUARE, MILTON PARK, ABINGDON OX14 4RN, OXON, ENGLAND:ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD,2017:26-44.
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