Abstract
Ongoing debates in the field of sociolinguistics are centred around the implications of the commodification of the languages and cultures of ethnic minorities. Previous research has adopted synchronic approaches to describing how ideologies of tourist consumption shape language choices in the linguistic landscape. However, such snapshot analyses have proved to be inadequate in revealing changes in the linguistic landscape over time, especially the nuanced perceptions of minority communities who are subjects to ethnic tourism. This paper examines the use of Dongba script in the linguistic landscape of the Naxi minority in Lijiang under the conditions of commodification in tourism. A diachronic comparison of photographic data collected in 2016 and 2021 revealed the increasing visibility and prominence of Dongba script on public signs; interviews with ordinary inhabitants, tourism industry practitioners and Dongba priests within the Naxi community further demonstrated the evolving attitudes towards linguistic commodification, from hesitation and objection to integration and creative accommodation. The study provides new insights into how a diachronic perspective can help reveal the dynamic between packaging languages as commodities and retaining signs of identity, religion and culture.
Acknowledgment
We wish to express our gratitude to the reviewers for their constructive comments. We would like to thank Chunfeng Zhang from East China Normal University for her insights into the use of Dongba script.
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Articles in the same Issue
- Frontmatter
- Research Articles
- Exploring open consonantal environments for at-home testing of vowel perception in advanced L2 speakers
- “Writing-to-learn”: the influence of task repetition on CSL writers’ attention to form
- Tourism, commodification of Dongba script and perceptions of the Naxi minority in the linguistic landscape of Lijiang: a diachronic perspective
- The early the better? Or, the more the merrier? The relative effects of onset age and exposure hours on EFL learners’ implicit and explicit grammatical attainment
- Stylistic alignment in natural conversation involving second language speakers
- Learner-internal and learner-external factors for boredom amongst Chinese university EFL students
- Epistemic positioning by science students and experts: a divide by applied and pure disciplines
- Sociocultural influence on engineering students’ collaborative design project: an Activity Theory perspective
- Interplay between language and identity: Chinese returnee scholars in the internationalisation of higher education
- The pedagogical remit of test preparation: the case of writing acquisition on an IELTS course
- Contributions of morphological awareness and lexical inferencing ability to L2 vocabulary knowledge among Chinese EFL learners: a structural equation modeling analysis
- Syntactic variation and Pan-Hispanic awareness in teachers of Spanish as a second language
- Strategic competence, task complexity, and foreign language learners’ speaking performance: a hierarchical linear modelling approach
- Effects of working memory capacity and distance-based complexity on agreement processing: a crosslinguistic competition account
- Review Article
- Oral corrective feedback on lexical errors: a systematic review
Articles in the same Issue
- Frontmatter
- Research Articles
- Exploring open consonantal environments for at-home testing of vowel perception in advanced L2 speakers
- “Writing-to-learn”: the influence of task repetition on CSL writers’ attention to form
- Tourism, commodification of Dongba script and perceptions of the Naxi minority in the linguistic landscape of Lijiang: a diachronic perspective
- The early the better? Or, the more the merrier? The relative effects of onset age and exposure hours on EFL learners’ implicit and explicit grammatical attainment
- Stylistic alignment in natural conversation involving second language speakers
- Learner-internal and learner-external factors for boredom amongst Chinese university EFL students
- Epistemic positioning by science students and experts: a divide by applied and pure disciplines
- Sociocultural influence on engineering students’ collaborative design project: an Activity Theory perspective
- Interplay between language and identity: Chinese returnee scholars in the internationalisation of higher education
- The pedagogical remit of test preparation: the case of writing acquisition on an IELTS course
- Contributions of morphological awareness and lexical inferencing ability to L2 vocabulary knowledge among Chinese EFL learners: a structural equation modeling analysis
- Syntactic variation and Pan-Hispanic awareness in teachers of Spanish as a second language
- Strategic competence, task complexity, and foreign language learners’ speaking performance: a hierarchical linear modelling approach
- Effects of working memory capacity and distance-based complexity on agreement processing: a crosslinguistic competition account
- Review Article
- Oral corrective feedback on lexical errors: a systematic review