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

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