Resemiotising globalisation and elitism: English-written neon signs in Kazakhstani coffee shops and on social media

References

Agency for Strategic Planning and Reforms of the Republic of Kazakhstan, Bureau of National Statistics. 2023. National composition, religion and language proficiency in the Republic of Kazakhstan: Results of the National Population Census of 2021 in the Republic of Kazakhstan. https://stat.gov.kz/upload/medialibrary/cee/3rsfg8ps3xo19orb284esg4rx27ihqf7/%D0%9D%D0%B0%D1%86%D0%B8%D0%BE%D0%BD%D0%B0%D0%BB%D1%8C%D0%BD%D1%8B%D0%B9%20%D1%81%D0%BE%D1%81%D1%82%D0%B0%D0%B2.pdf?utm_source=chatgpt.com.Search in Google Scholar

Ahn, Elise & Juldyz Smagulova. 2021. English language choices in Kazakhstan and Kyrgystan. World Englishes 41(1), SI: Englishes in Central Asia. 9–23. https://doi.org/10.1111/weng.12552.Search in Google Scholar

Aitken, Jonathan. 2012. Kazakhstan surprises and stereotypes: After 20 years of independence. Bloomsbury.Search in Google Scholar

Akynova, Damira, Sholpan Zharkynbekova, Atirkul Agmanova, Aimoldina Aliya & Lyazzat Dalbergenova. 2014. Language Cjoice among the youth of Kazakhstan: English as a self-representation of prestige. Procedia Social and Behavioral Sciences 143. 228–232. https://doi.org/10.1016/j.sbspro.2014.07.393.Search in Google Scholar

Association of Internet Researchers (AoIR). 2019. Internet research: Ethical guidelines 3.0. Association of Internet Researchers. Available at: https://aoir.org/reports/ethics3.pdf.Search in Google Scholar

Backhaus, Peter. 2006. In Durk Gorter (ed.), Multilingualism in Tokyo: A look into the linguistic landscape, linguistic landscape: A new approach to multilingualism, 52–66. Bristol, Blue Ridge Summit: Multilingual Matters.10.21832/9781853599170-004Search in Google Scholar

Bacon, Chris K. & So Yoon Kim. 2018. “English is my only weapon”: Neoliberal language ideologies and youth metadiscourse in South Korea. Linguistics and Education 48. 10–21. https://doi.org/10.1016/j.linged.2018.09.002.Search in Google Scholar

Bagna, Carla & Monica Barni. 2005. Dai dati statistici ai dati geolinguistici: Per una mappatura del nuovo plurilinguismo. Studi Italiani di Linguistica Teorica e Applicata (SILTA) 34(2). 329–355.Search in Google Scholar

Bauman, Richard. 2001 [1975]. Verbal art as performance. In A. Duranti (ed.), Linguistic anthropology: A reader, 165–188. Malden, MA: Blackwell.Search in Google Scholar

Bauman, Richard & Charles L. Briggs. 1990. Poetics and performance as critical perspectives on language and social life. Annual Review of Anthropology 19. 59–88. https://doi.org/10.1146/annurev.an.19.100190.000423.Search in Google Scholar

Ben-Rafael, Eliezer. 2009. A sociological approach to the study of linguistic landscapes. In Elana Shohamy & Durk Gorter (eds.), Linguistic landscape: Expanding the scenery. Routledge.Search in Google Scholar

Ben-Rafael, Eliezer, Elana Shohamy, Muhammad Hasan Amara & Nira Trumper-Hecht. 2004. Linguistic landscape and multiculturalism: A Jewish–Arab comparative study. Tel Aviv: Tami Steinmetz Center for Peace Research.Search in Google Scholar

Ben-Rafael, Eliezer, Elana Shohamy, Muhammad Hasan Amara & Nira Trumper-Hecht. 2006. Linguistic landscape as symbolic construction of the public space: The case of Israel. International Journal of Multilingualism 3(1). 7–30. https://doi.org/10.21832/9781853599170-002.Search in Google Scholar

Binkley, Sam. 2007. Getting loose: Lifestyle consumption in the 1970s. Durham, NC: Duke University Press.10.1515/9780822389514Search in Google Scholar

Blackwood, Robert, Elizabeth Lanza & Hirut Woldemariam (eds.). 2016. Linguistic landscapes: Multilingualism in the global city. Bloomsbury Academic.Search in Google Scholar

Blommaert, Jan. 2005. Discourse: A critical introduction. Cambridge: Cambridge University Press.10.1017/CBO9780511610295Search in Google Scholar

Blommaert, Jan. 2010. The sociolinguistics of globalization. Cambridge University Press.10.1017/CBO9780511845307Search in Google Scholar

Blommaert, Jan. 2013. Ethnography, superdiversity and linguistic landscapes: Chronicles of complexity. Bristol: Multilingual Matters.10.21832/9781783090419Search in Google Scholar

Bourdieu, Pierre. 1984. Distinction: A social critique of the judgement of taste. Translated by R. Nice. Cambridge, MA: Harvard University Press.Search in Google Scholar

Bourdieu, Pierre. 1991. Language and symbolic power. Translated by G. Raymond and M. Adamson. Cambridge: Polity.Search in Google Scholar

Bourdieu, Pierre. 2005. The social structures of economy. Cambridge: Polity.Search in Google Scholar

Bourdieu, Pierre & Loic Wacquant. 2001. Neoliberal newspeak: Notes on the new planetary vulgate. Radical Philosophy 105. 1–6.Search in Google Scholar

Bourhis, Richard Y. 1992. La langue d’affichage publique et commerciale au Québec: Plan de recherche pour l’élaboration d’une loi linguistique. Québec: Conseil de la langue française.Search in Google Scholar

Chun, Christian W. 2018. Neoliberalism, globalization, and critical discourse studies. In John Flowerdew & John E. Richardson (eds.), The Routledge handbook of critical discourse studies, 439–452. London: Routledge.10.4324/9781315739342-29Search in Google Scholar

Ciscel, Matthew H. 2003. Linguistic opportunism and English in Moldova. World Englishes 21. 403–419. https://doi.org/10.1111/1467-971x.00257.Search in Google Scholar

Coupland, Nickolas. 2007. Style: Language variation and identity. Cambridge, UK: Cambridge University Press.10.1017/CBO9780511755064Search in Google Scholar

Cummings, Sally N. 2005. Kazakhstan: Power and elite. I.B. Tauris.10.5040/9780755620999Search in Google Scholar

Dave, Bhavna & Peter Sinnott. 2002. Demographic and language politics in the 1999 Kazakhstan census. Washington, D.C.: National Council for Eurasian and East European Research.Search in Google Scholar

Djuraeva, Madina. 2022. Multilingualism, nation branding, and the ownership of English in Kazakhstan and Uzbekistan. World Englishes 41. 92–103. https://doi.org/10.1111/weng.12557.Search in Google Scholar

Fairclough, Norman. 1995. Critical Discourse Analysis: The critical study of language. London: Longman.Search in Google Scholar

Fairclough, Norman. 2002. Language in new capitalism. Discourse & Society 13(2). 163–166. https://doi.org/10.1177/0957926502013002404.Search in Google Scholar

Fierman, William. 2011. The fate of Uzbek language in the “Other” Central Asian Republics. In H. Schiffman (ed.), Language policy and language conflict in Afghanistan and its neighbors, 121–176. Leiden: Brill.10.1163/9789004217652_008Search in Google Scholar

Giddens, Anthony. 1979. Central problems in social theory: Action, structure, and contradiction in social analysis. London: Macmillan.10.1007/978-1-349-16161-4Search in Google Scholar

Harvey, David. 2005. A Brief history of neoliberalism. Oxford: Oxford University Press.10.1093/oso/9780199283262.001.0001Search in Google Scholar

Heller, Monica. 2010. Language as resource in the globalized new economy. In Nicolas Coupland (ed.), The handbook of language and globalization, 349–365. Oxford: Wiley-Blackwell.10.1002/9781444324068.ch15Search in Google Scholar

Howard, Adam & Jane Kenway. 2015. Canvassing conversations: Obstinate issues in studies of elites and elite education. International Journal of Qualitative Studies in Education 28(9). 1005–1032. https://doi.org/10.1080/09518398.2015.1077536.Search in Google Scholar

Iedema, Rick. 2001. Resemiotization. Semiotica 137(1). 23–39.10.1515/semi.2001.106Search in Google Scholar

Iedema, Rick. 2003. Multimodality, resemiotization: Extending the analysis of discourse as multi-semiotic practice. Visual Communication 2(1). 29–57. https://doi.org/10.1177/1470357203002001751.Search in Google Scholar

Jaffe, Alexandra. 2009. Introduction: The sociolinguistics of stance. In Alexandra Jaffe (ed.), Stance: Sociolinguistic perspectives, 3–28. Oxford: Oxford University Press.Search in Google Scholar

Jaworski, Adam. 2014. Welcome: Synthetic personalization and commodification of sociability in the linguistic landscape of global tourism. In Challenges for language education and policy: Making Space for people, 214–232. New York: Routledge.Search in Google Scholar

Jaworski, Adam. 2015a. Word cities and language objects: “Love” sculptures and signs as shifters. Linguistic Landscape: An International Journal 1(1-2). 75–94. https://doi.org/10.1075/ll.1.1-2.05jaw.Search in Google Scholar

Jaworski, Adam. 2015b. Globalese: A new visual-linguistic register. Social Semiotics 25(2). 217–235. https://doi.org/10.1080/10350330.2015.1010317.Search in Google Scholar

Jaworski, Adam & Crispin Thurlow. 2010. Semiotic landscapes: Language, image, space. London; New York: Continuum International Publishing Group.Search in Google Scholar

Kamalova, Alina. 2025. Speak Kazakh: Language ideologies in Kazakhstan’s social media in times of Russian–Ukrainian war. Journal of Sociolinguistics 29(3). 182–193. https://doi.org/10.1111/josl.12699.Search in Google Scholar

Karimsakova, Anara, Kupenova Aigul & Kuzembayeva Gulzhana. 2022. The state policy of languages in the Republic of Kazakhstan. International Journal for Multilingual Education 21. 80–85.Search in Google Scholar

Kazakhskii rynok kofe ezhegodno rastet na 20%. 2023. BESmedia. https://bes.media/news/kazahstanskij-rynok-kofe-ezhegodno-rastet-na-20-3242/ (accessed 1 November 2023).Search in Google Scholar

Kulbayeva, Aisulu. 2018. Polycentricity of linguistic landscape and nation-building in post-Soviet Kazakhstan. Central Asian Affairs 5(4). 289–312. https://doi.org/10.1163/22142290-00504001.Search in Google Scholar

Landry, Rodrigue & Richard Y. Bourhis. 1997. Linguistic landscape and ethnolinguistic vitality: An empirical study. Journal of Language and Social Psychology 16(1). 23–49. https://doi.org/10.1177/0261927x970161002.Search in Google Scholar

Laruelle, Marlene. 2016. Which future for national-patriots? The landscape of Kazakh nationalism. In Marlene Laruelle (ed.), Kazakhstan in the making. Legitimacy, symbols and social changes, 155–180. Lanham, MD: Lexington.Search in Google Scholar

Manan, Syed A. & Anas Hajar. 2022a. English as an index of neoliberal globalization: The linguistic landscape of Nur-Sultan, Kazakhstan. Language Sciences 92. 101486. https://doi.org/10.1016/j.langsci.2022.101486.Search in Google Scholar

Manan, Syed A. & Anas Hajar. 2022b. Guerrilla ethnography: Exploring linguistic landscapes through social media in Kazakhstan. Language in Society 51(3). 411–430. https://doi.org/10.1017/S004740452200001X.Search in Google Scholar

Mapes, Gwynne. 2018. Deconstructing distinction: Class inequality and elite authenticity in mediatized food discourse. Journal of Sociolinguistics 22(3). 265–287. https://doi.org/10.1111/josl.12285.Search in Google Scholar

Markova, Anastasia & Tatiana Trubachova. 2021. Kak v Kazakhstane Meniaetsia Potreblenie Chaia i Kofe. Kursiv. https://kz.kursiv.media/2021-04-02/kak-v-kazakhstane-menyaetsya-potreblenie-chaya-i-kofe/ (accessed 2 April 2021).Search in Google Scholar

Martín Rojo, Luisa & Alfonso Del Percio. 2019. Language and Neoliberal Governmentality. London: Routledge.10.4324/9780429286711Search in Google Scholar

Moore, Irina. 2014. Negotiating public space: The post-Soviet linguistic landscape in Kazakhstan. The International Journal of Communication and Linguistic Studies 11(4). 1–21. https://doi.org/10.18848/2327-7882/cgp/v11i04/43635.Search in Google Scholar

Omniglot. 2023. Kazakh language and alphabet. In Online encyclopedia of writing systems and languages. https://www.omniglot.com/writing/kazakh.htm.Search in Google Scholar

Ong, Aihwa. 2006. Neoliberalism as exception: Mutations in citizenship and sovereignty. Durham, NC: Duke University Press.10.1515/9780822387879Search in Google Scholar

Park, Joseph S.-Y. 2011. The promise of English: Linguistic capital and the neoliberal worker in the South Korean job market. International Journal of Bilingual Education and Bilingualism 14(4). 443–455. https://doi.org/10.1080/13670050.2011.573067.Search in Google Scholar

Pavlenko, Aneta. 2009a. Language conflict in post-Soviet linguistic landscapes. Journal of Slavic Linguistics 17(1/2). 247–274. https://doi.org/10.1353/jsl.0.0025.Search in Google Scholar

Pavlenko, Aneta. 2009b. Language rights versus speakers’ rights: On the evaluation of Language policies in post-Soviet countries. Language Policy 8(1). 37–55. https://doi.org/10.1007/s10993-008-9112-8.Search in Google Scholar

Pennycook, Alastair & Emi Otsuji. 2015. Metrolingualism: Language in the city. Routledge.10.4324/9781315724225Search in Google Scholar

Piller, Ingrid & Jinhyun Cho. 2013. Neoliberalism as language policy. Language in Society 42(1). 23–44. https://doi.org/10.1017/s0047404512000887.Search in Google Scholar

Poslanie prezidenta Respubliki Kazakhstan, N. A. 2008. Nazarbaeva narodu «Novyy Kazakhstan v novom mire. In G. T. Tanibergenova, K. T. Kalilakhanova & R. Zh. Alimbekov (eds.), Poslaniya lidera natsii k narodu, 237–280. Astana: Kultegіn.Search in Google Scholar

Ross, Nigel. 1997. Signs of international English. English Today 13(2). 29–33. https://doi.org/10.1017/s0266078400009597.Search in Google Scholar

Saad-Filho, Alfredo & Deborah Johnston. 2005. Neoliberalism: A critical reader. London: Pluto Press.Search in Google Scholar

Salskov-Iversen, Dorte, Hansen Hansen & Sven Bislev. 2000. Governmentality, globalization, and local practice: Transformations of a hegemonic discourse. Alternatives 25. 183–222. https://doi.org/10.1177/030437540002500202.Search in Google Scholar

Scollon, Ron & Suzie Wong Scollon. 2003. Discourses in place: Language in the material world. Routledge.10.4324/9780203422724Search in Google Scholar

Scott, John. 2008. Modes of power and the Re-conceptualization of elites. The Sociological Review 56(S1). 25–43. https://doi.org/10.1111/j.1467-954x.2008.00760.x.Search in Google Scholar

Selvi, Ali F. 2011. World Englishes in the Turkish sociolinguistic context. World Englishes 30. 182–199. https://doi.org/10.1111/j.1467-971x.2011.01705.x.Search in Google Scholar

Smith, Nicola. 2024. Neoliberalism. In Britannica money. https://www.britannica.com/money/neoliberalism.Search in Google Scholar

Statista. 2023. Leading social media websites in Kazakhstan from January to September 2023, based on share of visits. https://www.statista.com/statistics/1417934/kazakhstan-social-media-sites-visit-share/.Search in Google Scholar

Sunuodula, Mamtimyn & Anwei Feng. 2011. Learning English as a third language by Uyghur students in Xinjiang: A blessing in disguise? In Anwei Feng (ed.), English language education across greater China, 260–283. Clevedon: Multilingual Matters.10.2307/jj.29308474.17Search in Google Scholar

Theng, Andre J. 2021. Precarity and enterprising selves: The resemiotization of neon language objects. Discourse, Context, and Media 39. 100462.10.1016/j.dcm.2020.100462Search in Google Scholar

Thurlow, Crispin. 2015. “Tourists’ spectacular self-locations as multimodal travel writing”. In Julia Kuehn & Paul Smethurst (eds.), New directions in travel writing studies, 35–53. Palgrave Macmillan.Search in Google Scholar

Thurlow, Crispin & Adam Jaworski. 2010. Semiotic landscapes: language. image, space. London: Continuum.Search in Google Scholar

Thurlow, Crispin & Adam Jaworski. 2015. On top of the world: Tourist’s spectacular self-locations as multimodal travel writing. In Julia Kuehn & Paul Smethurst (eds.), New directions in travel writing studies, 35–53. London: Palgrave Macmillan UK.10.1057/9781137457257_3Search in Google Scholar

Thurlow, Crispin & Adam Jaworski. 2017. Introducing elite discourse: The rhetorics of status, privilege, and power. Social Semiotics 27(3). 243–254. https://doi.org/10.1080/10350330.2017.1301789.Search in Google Scholar

Toishibekova, Aisulu. 2016. Pervaia Kofeinia Almaty. Vlast’. https://vlast.kz/food/16157-pervaa-kofejna-almaty.html (accessed 9 March 2026).Search in Google Scholar

Tussupbekova, Madina & Peter Enders. 2016. Linguistic landscape in Kazakhstan: Public Signs in Astana. International Education and Research Journal 2. 18–20.Search in Google Scholar

Van Leeuwen, Teun. 2006. Towards a semiotics of typography. Information Design Journal 14(2). 139–155. https://doi.org/10.1075/idj.14.2.06lee.Search in Google Scholar

Vitchenko, Olga. 2017. Introducing CLIL in Kazakhstan: Researching beliefs and perceptions of university stakeholders. Electronic Journal of Foreign Language Teaching 14(1). 102–116.Search in Google Scholar

Wenzel, Veerle. 1996. Reclame en tweetaligheid in Brussel: Een empirisch onderzoek naar de spreiding van Nederlandstalige en Franstalige affiches. In Vrije Universiteit Brussel (ed.), Brusselse thema’s, vol. 3, 45–74. Brussels: Vrije Universiteit Brussel.Search in Google Scholar

Wu, J. & Sholpan Mukhamedzhanova. 2022. The Russian language in Kazakhstan from the perspective of the linguistic landscape (A case study of the city of Nur-Sultan). Moscow State University Bulletin. Series 9. Philology 5. 46–58.Search in Google Scholar

Zharkynbekova, Sholpan, Dina Akynova & Ainash Aimoldina. 2017. The linguistic landscape in Kazakhstan: Globalization, triglossia and other challenges. Cross-Cultural Studies: Education in Science 2(1). 89–99.Search in Google Scholar