<p>Much language planning and policy in recent years in South Africa tends to overlook linguistic situations and practices, and focuses on notions of top-down language policy and implementation. This does not fit easily with the current multilingualism dynamics of late post-modern societies, which are increasingly characterized by a culture of consumerism and politics of aspiration. Taking its point of departure from a critical analysis of linguistic practices, in the form of visual literacies (billboards) in a township in South Africa, this thesis aims to draw forth alternative approaches that focus on the notion of sociolinguistic consumption, politics of aspiration and stylization of self, as a means of addressing the linguistic situation, and highlighting implications for language planning and multilingualism.</p>

Examining the languages in the public space i.e. the linguistic landscape is an emerging field of sociolinguistics, and research focused on the relationship between the linguistic landscape (LL) and language policy has recently garnered particular interest. This paper aims to study the linguistic landscapes of two different universities (Linköping University and ETH Zürich) in two different countries (Sweden and Switzerland, respectively) with rather different language policies. The aim is to ascertain some of the striking differences, as well as, the similarities between the two universities in terms of the public use of languages. Apart from the study of LL, the paper investigates the relationship between LL and language policy, and uncovers any contrasts which take place between top-down (posted by the university staff) and bottom-up (not inscribed by the university personnel) forces. The study of LL in these two universities is particularly interesting; since they are home to many international students; it is thus quite likely that the national languages are not the only languages found in the linguistic landscape. Furthermore, as Sweden is a monolingual country (basically Swedish), and Switzerland is a multilingual country (German, French, Italian and Romansch), comparing the two could yield insightful results regarding the public use of different languages in these different linguistic settings. Moreover, because of the influence universities have on society, studying the university space is of importance. This study tries to answer to the following research questions: What are the visible languages in the linguistic landscape of LiU and ETH? How are languages distributed in different areas? What is the status of English in proportion to other languages in bilingual signs? How are languages distributed in top-down and bottom-up signs? What kinds of multilingual signs are present? What is a clear classification scheme for signs found in the LL, and how are languages distributed in this scheme? What are the language policies of these two universities? Are there any policies regarding the languages written on signs? Are the language policies reflected in patterns of language use on signs, and are they reflected in top-down signs more visibly than in bottom-up signs?

Magister Artium - MA / Much language planning and policy in recent years in South Africa tends to overlook linguistic situations and practices, and focuses on notions of top-down language policy and implementation. This does not fit easily with the current multilingualism dynamics of late post-modern societies, which are increasingly characterized by a culture of consumerism and politics of aspiration. Taking its point of departure from a critical analysis of linguistic practices, in the form of visual literacies (billboards) in a township in South Africa, this thesis aims to draw forth alternative approaches that focus on the notion of sociolinguistic consumption, politics of aspiration and stylization of self, as a means of addressing the linguistic situation, and highlighting implications for language planning and multilingualism. / South Africa

Magister Artium - MA / This study explores the linguistic landscape of Metrorail in the Western Cape, South Africa. The Western Cape is a diverse, multicultural society with a history of colonialism and imperialism. For this reason, the language/s on signage was explored to reveal differences/similarities between the various groups and cultures within society.This kind of investigation entailed consideration of the signage displayed on trains,stations and other railway infrastructure. Thus, data was collected over a three-month period during 2010 which coincided with the FIFA Soccer World Cup, hosted by South Africa. A combined quantitative and qualitative approach for the analysis of data was supplemented with a multimodal, multi-semiotic approach. In addition, interviews were conducted of a cross-section of commuters as a way to give meaning to the analysis of the quantitative and qualitative data. The analysis explored the extent to which multilingualism and multiculturalism are reflected in the linguistic landscape of Metrorail.The focus of the study was on the degree of visibility of the official and non-official languages on signage, as faced by Metrorail commuters. The findings of the study reveal that the interplay between power relations, prestige, symbolic value, identity and vitality in the linguistic landscape of Metrorail results in a somewhat limited display of multilingualism. The findings also reflect the changed language attitudes and perceptions, the maintenance of power relations, the expression of identity, and the desire to be perceived in a certain way, in a broader South African context. Furthermore,the data reveals that the actual linguistic reality does not accurately reflect the aims of the Western Cape language policy in terms of promoting multilingualism. Moreover, it reveals that English is the preferred language of wider communication and it is also the dominant language on the official and non-official signage in the public space. Although the indigenous African languages, along with Afrikaans, are generally neglected in the public space, these languages are widely spoken by Metrorail commuters. The linguistic landscape of Metrorail therefore does not accurately reflect the linguistic reality of the various speech communities in the Western Cape. The linguistic landscape of Metrorail serves to index the broader social developments of the transformed sociolinguistic South African identity.

Magister Artium - MA / The purpose of this study was two-fold: firstly, to do a multimodal analysis of the multilingual signage, advertisements and graffiti present on different surfaces in the main business hub of a multicultural community called Wesbank, situated in the Eastern Metropole of the city of Cape Town. Signage of this nature, taken together, constitute the 'linguistic landscape' (Gorter, 2006) of a particular space.

Magister Artium - MA / The year 2015 and 2016 marked a period of heightened turmoil for the universities in the Western Cape. The three leading institutions in the province were each affected by student-led protest during that year. The Rhodes Must Fall Campaign occurred at the University of Cape Town (UCT), followed by Luister at Stellenbosch University (SU) and later the Fees Must Fall Campaign happened at the University of the Western Cape (UWC). Of the three universities, UWC was the most affected by the student-led protest in the province. Aside from the financial costs incurred by the physical damages to the university, the effects of the movement also lead to the extended shutdown of UWC in 2015 and again in 2016. / 2021-11-25

This study investigates how three elementary schools in East Tennessee align their schoolscapes with their multilingual populations. The study involved taking pictures of signage in these elementary schools and analyzing them for multilingualism. The findings indicate that there is limited presence of multilingual signage in the schools despite the presence of diverse students. While the schools are making efforts to be inclusive with their signage, there is clearly more room for improvement.

Работа посвящена исследованию роли и места китайского языка в ЛЛ города Екатеринбурга. Материалом для исследования послужили рекламные знаки, вывески торговых магазинов и ресторанов, объявления и указательные знаки в общественном пространстве. В первой части работы были рассмотрены различные взгляды на вопрос определения лингвистического ландшафта. Были определены основные функции и цель лингвистического ландшафта. Особое внимание было уделено проблемам, присутствующим в данной области исследования как на теоретическом, так и на методологическом уровнях. В процессе анализа научной базы выявлено, что лингвистический ландшафт как область исследований значительно расширилась за последнее десятилетие. Во втором параграфе были рассмотрены различные подходы к исследованию ЛЛ, а также была представлена общая модель изучения лингвистического ландшафта П. Бэкхауса. В третьем параграфе были рассмотрены уже проведенные исследования ЛЛ, связанные с китайским языком. Можно сделать вывод, что данное направление исследований еще недостаточно развито. А исследования ЛЛ России только начинают расти. Во второй части работы мы проанализировали 71 языковой знак. Собранные знаки были классифицированы по трем категориям: текстовые ресурсы, визуальные ресурсы и контекстуальные ресурсы. Также был выполнен сравнительный анализ исследований ЛЛ, связанных с китайским языком. По результатам анализа можно сделать вывод, что данные работы являются отправной точкой для будущих исследований, связанных с китайским языком. Кроме того, нам встретились вывески и объявления с грамматическими и синтаксическими ошибками. Анализ ошибок, встречающихся в вывесках, показал, что полное понимание лингвистического ландшафта требует знания языка. Данная работа вносит вклад в изучение китайского языка в лингвистическом ландшафте города. Исследования такого рода в России не проводились ранее, следовательно они являются весьма актуальными для пограничной с Китаем страны. В Приложении представлены языковые знаки на китайском языке в городе Екатеринбург. / The research is devoted to the study of the role and place of the Chinese language in the LL of Yekaterinburg. The materials for the study are advertising signs, signs of stores and restaurants, announcements, and directional signs in the public space. In the first part of the research different views on the issue of linguistic landscape definition are considered. The main functions and purpose of the linguistic landscape are identified. Particular attention is paid to the problems present in this field of study on both theoretical and methodological levels. In the process of analyzing the scientific background, it is revealed that the linguistic landscape as a field of research has expanded significantly in the last decade. In the second paragraph, different approaches to the study of LL are considered, and the general model of studying linguistic landscape by P. Backhaus is presented. In the third paragraph, the already conducted LL research related to the Chinese language was considered. It can be concluded that this direction of research is still underdeveloped. And LL studies of Russia are just beginning to grow. In the second part of the research we have analyzed 71 language signs. The collected signs are classified into three categories: textual resources, visual resources, and contextual resources. The comparative analysis of LL studies related to the Chinese language is also performed. According to the results of the analysis, we can conclude that these works are a starting point for future research related to the Chinese language. In addition, we encountered signs and advertisements with grammatical and syntactical errors. The analysis of the errors encountered in the signs showed that a full understanding of the linguistic landscape requires knowledge of the language. This work contributes to the study of Chinese in the linguistic landscape of the city. Studies of this kind have not been conducted in Russia before, hence they are highly relevant for a country bordering China. The appendix presents Chinese language signs in the city of Yekaterinburg.

Yes / Building on the linguistic landscape theory and literature on customers’ experience with restaurants’ authenticity and status, this study investigates whether restaurants’ outdoor signs influence customers’ perceptions and behavioral intentions. Using an experimental design comprising two studies, supported by data collected from Chinese consumers, we test how display characters and text flow may jointly impact on customers’ perceptions of the status and authenticity of ethnic (Japanese and Taiwanese) restaurants, thus influencing their visiting intentions and willingness to pay. We find that display characters influence Chinese customers’ perceptions of authenticity and status in both Japanese and Taiwanese restaurants in Mainland China. There is an interaction effect between display characters and text flow on customers’ perception of authenticity and status in Japanese restaurants in Mainland China. This study applies the linguistic landscape theory to a restaurant context and examines how such features may influence customers’ perceptions and decisions. The findings have important practical implications on managing customer experiences and perceptions via effective restaurant sign designs.

Language landscape or linguistic landscape studies are a relatively new field of research within language sociology that has a specific interest in the public space (Shohamy, 2006:128). Linguistic landscape studies analyzes the use of language in the public and/or institutional sphere~ to determine the (instrumental or symbolical) value represented by the graphic representation of language, taking into account the relevant language policy (see also Gorter, 2007:5; Curtin, 2007:11). The goal of this research is to test and empirically apply the theory of the developing international and national linguistic landscape research paradigm on the multilingual South African higher education landscape. The design for this research consists of a theoretical and an empirical component. The aforementioned entails a thorough investigation of linguistic landscape studies and its development over the past couple of years. The empirical component is done in three phases. Phase 1 involves an in-depth investigation regarding nine of the 12 South African universities whose language policies are available in the public domain. During Phase 2, these universities are visited and structured interviews are held with the language committee/language manager to determine what the situation is regarding policy and practice in the language landscape domain. In Phase 3, the data from the previous two phases is assessed and interpreted to make recommendations to South African universities as to how to overcome the possible mismatch. This research found that the visibility of multilingualism in the South African higher education landscape is relatively low due to a mismatch between policy and practice. However, the mismatch is not caused by universities' lack of commitment to multilingualism. Deep-set causes, i.e. the processes involved with language planning, the lack of detailed language plans, and so forth, lead to this mismatch and the lack of visibility of multilingualism at South African universities. / Thesis (M.A. (Afrikaans and Dutch))--North-West University, Potchefstroom Campus, 2009.