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Tourism, commodification of Dongba script and perceptions of the Naxi minority in the linguistic landscape of Lijiang: a diachronic perspective

  • Peng Nie ORCID logo and Xiaofang Yao ORCID logo EMAIL logo
Published/Copyright: September 30, 2022

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.


Corresponding author: Xiaofang Yao, Institute of Education, Arts and Community, Federation University Australia, Berwick, VIC, Australia, E-mail:

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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Received: 2021-11-09
Accepted: 2022-09-14
Published Online: 2022-09-30
Published in Print: 2024-05-27

© 2022 Walter de Gruyter GmbH, Berlin/Boston

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