“兰州国际马拉松赛”多模态语言景观调查研究

doi:10.12002/j.bisu.260

摘要/Abstract

摘要：

本文运用语言景观学的研究方法,从语言标牌的设立者、多模态特征、语言权势地位和功能四个方面探究了“兰州国际马拉松赛”的语言景观特点。研究结果表明：在该赛事语言景观中,私人标牌多于官方标牌;标牌多模态特征突出,私人标牌更具多模态性,主要包括文字、图片和颜色三种模态,其中文字是传达信息的主要模态;汉语在标牌使用语言中占绝对优势,标牌语言的汉英双语程度较高;官方标牌和私人标牌功能差异显著,前者以赛事信息和赛事宣传为主,后者以广告宣传为主。该赛事语言标牌的构建体现了突显自我原则和权势关系原则。

关键词: 兰州国际马拉松赛; 语言景观; 语言标牌; 多模态; 语言功能

Abstract:

Using the basic analytical method of linguistic landscape theory, this paper attempts to examine the linguistic landscape of the Lanzhou International Marathon by analysing its linguistic signs from the following four perspectives: their producers, their multimodal features, their functions and the power positions of different languages used. It is found that the private signs outnumber the official ones, suggesting that the marathon has attracted the attention of both the private and official sectors of the society. Both the private and the public signs employ multimodal modes widely, which suggests that multimodal signs are dominant and welcomed due to their novelty and variety. The number of the multimodal private signs is greater than that of the multimodal official signs, however, indicating the flexibility and creativity involved in their production. Language, image and colour are the three most frequently used multimodal modes, with language still serving as a major mode used to express meaning. Chinese is the overwhelmingly dominant language used in the signs while bilingual signs featuring Chinese and English account for a little over half of all the signs, clearly demonstrating the international features of the marathon and the local government’s expectation of building an international city, and yet a relatively low level of internationalization of the marathon and its host city. English-only signs are rarely used in the linguistic landscape of the Lanzhou International Marathon, which may mainly be attributed to limitations caused by some local language regulations. The functions of the linguistic landscape in the private signs and the official signs are significantly different; the official signs are more closely related to the delivery of information and publicity relating to the marathon while the private signs are mainly aimed at advertising the products of private sectors. The construction of this linguistic landscape reflects the principles of self-salience and power relationship.

Keywords: Lanzhou International Marathon; linguistic landscape; linguistic signs; multimode; linguistic functions

中图分类号:

杨若蕖, 张爱萍. “兰州国际马拉松赛”多模态语言景观调查研究[J]. 北京第二外国语学院学报, 2019, 41(6): 40-51.

Ruoqu Yang, Aiping Zhang. A Study of the Multimodal Linguistic Landscape of Lanzhou International Marathon[J]. Journal of Beijing International Studies University, 2019, 41(6): 40-51.

图/表 6

参考文献 24

[1]	Backhaus P . Linguistic Landscapes:A Comparative Study of Urban Multilingualism in Tokyo[M]. Clevedon: Multilingual Matters, 2007.
[2]	Goffman E. Behaviour in Public Places[M]. New York: Free Press, 1963.
[3]	Landry R & Bourhis R Y . Linguistic landscape and ethnolinguistic vitality:An empirical study[J]. Journal of Language and Social Psychology, 1997,16(1):23~ 49.
[4]	Scollon R & Scollon S W . Discourses in Place:Language in the Material World[M]. London: Routledge, 2003.
[5]	Shohamy E & Gorter D Linguistic Landscape:Expanding the Scenery[M]. New York: Routledge, 2009.
[6]	陈睿 . 城市语言景观和谐六维透视[J]. 江淮论坛, 2016(5):155~ 159.
[7]	甘肃省人民代表大会常务委员会. 甘肃省国家通用语言文字条例[EB/OL]. , 2011-11-24/2017-04-02.
[8]	葛俊丽 . 语言与空间:语言景观研究视角[J]. 北京第二外国语学院学报, 2016,38(4):68~ 80.
[9]	何步文 . 重大事件与城市形象塑造研究——以兰州国际马拉松为例[J]. 甘肃社会科学, 2013(4):221~ 225.
[10]	赖良涛 . 语言与权势构建[J]. 外国语言文学, 2009,26(3):159~ 163,173.
[11]	李丽生 . 国外语言景观研究评述及其启示[J]. 北京第二外国语学院学报, 2015,37(4):1~ 7.
[12]	李停停, 孙耀 . 重庆国际马拉松赛事研究[J]. 体育成人教育学刊, 2013,29(4):37~ 39.
[13]	李盈慧 . 概念整合理论分析网络语言的意义构建[J]. 北方文学, 2011(12):108~ 109.
[14]	聂鹏, 木乃热哈 . 西昌市彝文语言景观调查研究[J]. 语言文字应用, 2017(1):70~ 79.
[15]	宁秀鑫, 赵秋野 . 论语言意识的研究方法及内容[J]. 黑龙江教育学院学报, 2012(5):131~ 133.
[16]	邱莹 . 上饶市语言景观调查研究[J]. 语言文字应用, 2016(3):40~ 49.
[17]	尚国文, 赵守辉 . 语言景观的分析维度与理论构建[J]. 外国语, 2014a,37(6):81~ 89.
[18]	尚国文, 赵守辉 . 语言景观研究的视角、理论与方法[J]. 外语教学与研究, 2014b,46(2):214~ 223.
[19]	田飞洋, 张维佳 . 全球化社会语言学:语言景观研究的新理论——以北京市学院路双语公示语为例[J]. 语言文字应用, 2014(2):38~ 45.
[20]	吴会娟 . 语言景观:语言符号的权力表征解析[J]. 大众文艺, 2016(24):185~ 186.
[21]	杨永林, 程绍霖, 刘春霞 . 北京地区双语公共标识的社会语言学调查——理论方法篇[J]. 语言教学与研究, 2007(3):1~ 6.
[22]	章柏成 . 国内语言景观研究的进展与前瞻[J]. 当代外语研究, 2015(12):14~ 18.
[23]	张水龙 . 兰州国际马拉松赛对兰州的影响研究[J]. 体育人文社会学, 2013(3):93~ 94.
[24]	朱永生 . 多模态话语分析的理论基础与研究方法[J]. 外语学刊, 2007(5):82~ 86.

模态性质标牌类别	单模态标牌		双模态标牌		多模态标牌（两种以上模态或符号）
官方标牌	36张	17.5%	17张	8.2%	153张	74.3%
私人标牌	23张	8.7%	60张	22.6%	182张	68.7%
总计	59张	12.5%	77张	16.3%	335张	71.1%

模态性质标牌类别	单模态标牌		双模态标牌		多模态标牌（两种以上模态或符号）
官方标牌	36张	17.5%	17张	8.2%	153张	74.3%
私人标牌	23张	8.7%	60张	22.6%	182张	68.7%
总计	59张	12.5%	77张	16.3%	335张	71.1%

标牌性质模态或符号	官方标牌		私人标牌		共计
文字	199张	96.6%	265张	100%	464张	98.5%
图像	156张	75.7%	231张	87.2%	387张	82.2%
颜色	168张	81.6%	204张	77.0%	372张	79.0%
技术符号	17张	8.2%	39张	14.7%	56张	11.9%
影像资料	6张	2.9%	1张	0.4%	7张	1.5%

标牌性质模态或符号	官方标牌		私人标牌		共计
文字	199张	96.6%	265张	100%	464张	98.5%
图像	156张	75.7%	231张	87.2%	387张	82.2%
颜色	168张	81.6%	204张	77.0%	372张	79.0%
技术符号	17张	8.2%	39张	14.7%	56张	11.9%
影像资料	6张	2.9%	1张	0.4%	7张	1.5%

标牌性质标牌语言	官方标牌		私人标牌		共计
汉语	66张	32%	149张	56.2%	215张	45.6%
英语	3张	1.5%	1张	0.4%	4张	0.9%
汉英双语	137张	66.5%	115张	43.4%	252张	53.5%