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From Linguistic Landscape to Semiotic Landscape: Indigenous Language Revitalization and Literacy

100%
Córdova Hernández L., López-Gopar M. E., Sughrua W. M.
Studie z aplikované lingvistiky - Studies in Applied Linguistics
|
2017
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vol. 8
|
issue 2
7-21
EN
For endangered indigenous languages in Mexico, new forms of symbolic representation have been generated by linguistic landscapes. These forms involve the written use of these languages in public spaces, which in turn (re)incorporates the languages into traditional and new contexts. In addition, linguistic landscape production aids indigenous language literacy. Yet the notion of linguistic landscape seems limited to alphabetic writing and grammar standardization through the production of signage, outdoor advertising, and signs. Usually the social actors involved in linguistic landscape production, such as researchers, activists, and public officials, do not recognize the linguistic landscape as inseparable from the concepts of indigenous people. This article argues that the relationship between linguistic landscape and indigenous concepts cannot be mediated only through the linguistic landscape itself, but also through the interconnection of language and remembering as well as the retrieval of the endangered language through strategies of recalling experiences mediated through that particular language. These additional dimensions involving remembering and retrieval become what we refer to as the semiotic landscape. This landscape, including multimodal and multiliteracy methodologies (Kress, 2009), can be considered a channel of language revitalization, as it serves as a space for the interconnection between language and remembering. In this manner, the semiotic landscape allows written language (discourse) to interact with other discourses (visual images, spatial practices, and cultural dimensions), thereby aiding the emergence of indigenous self-representation and cultural values and hence working toward language revitalization. In particular, this pathway to language revitalization can be seen when considering the Ixcatec language in southern Mexico.
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RETHINKING GENDER, RETHINKING MIGRATION: Images of women in the semiotic landscape of the Baltic states

72%
Pošeiko S.
Miscellanea Anthropologica et Sociologica
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2016
|
vol. 17(3)
111-128
EN
In researching the linguistic landscape (LL) of nine cities in the Baltic states, this articlewill show that female discourse is significant within public areas and spaces. This has beenlinguistically proven by female personal names in ergonyms, as well as by female ergonymsand themes within graffiti texts. However, there are multi-modal advertisementswhich display female products publicly, which can be viewed from the perspective of thesemiotic landscape. A total of 294 photos showing women were selected from the LL databasein order to describe visual images of women, by focusing on the archetypes andconcepts of a woman’s role in society.The research showed that any target audience is linguistically identified more oftenthan not by age, which social and ethnic group one belongs to, while images emphasizethe target audience more commonly by sex, that is, by female gender, for example, imagesof women or female body parts and of women’s products (e.g. women’s clothing ona mannequin).Selected materials are generally characterized by absolutization of the perfect appearance,one which includes the maintaining of certain stereotypes, that a woman is both beautifuland slender, that she is physically fit, replete with perfect makeup, someone who belongsto the cult of youth, who reflects how popular and successful women should appear. This isthe standard example, one that exemplifies the need for solitude, narcissism and emotionalconcealment, all wrapped up within the glorification of an advertisement for perfume.According to the data, typical female activities tend to be the receiving of beauty treatments,various forms of relaxation such as traveling, dancing, visiting the tanning salon orsunbathing, and most significantly of all, shopping. These images mainly emphasize service-sector occupations: waitresses, bank employees, flight attendants, masseuses, cabaretdancers or exotic dancers. In regard to the roles of wife and mother, they are viewed associal roles, which are represented as being inseparable from each other. The female lover(flirtatious temptress) and female friend, are two of the most common archetypical imagesreflected in the semiotic landscape of the Baltic states.In conclusion, the visual representation of women in the Baltic states is related to theperception of life as pleasure, emphasizing the significance of sensuality and entertainment.
3
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PŁEĆ KULTUROWA W PRAKTYKACH MIGRACYJNYCH: Images of women in the semiotic landscape of the Baltic states

72%
Pošeiko S.
Miscellanea Anthropologica et Sociologica
|
2016
|
vol. 17(3)
111-128
PL
In researching the linguistic landscape (LL) of nine cities in the Baltic states, this articlewill show that female discourse is significant within public areas and spaces. This has beenlinguistically proven by female personal names in ergonyms, as well as by female ergonymsand themes within graffiti texts. However, there are multi-modal advertisementswhich display female products publicly, which can be viewed from the perspective of thesemiotic landscape. A total of 294 photos showing women were selected from the LL databasein order to describe visual images of women, by focusing on the archetypes andconcepts of a woman’s role in society.The research showed that any target audience is linguistically identified more oftenthan not by age, which social and ethnic group one belongs to, while images emphasizethe target audience more commonly by sex, that is, by female gender, for example, imagesof women or female body parts and of women’s products (e.g. women’s clothing ona mannequin).Selected materials are generally characterized by absolutization of the perfect appearance,one which includes the maintaining of certain stereotypes, that a woman is both beautifuland slender, that she is physically fit, replete with perfect makeup, someone who belongsto the cult of youth, who reflects how popular and successful women should appear. This isthe standard example, one that exemplifies the need for solitude, narcissism and emotionalconcealment, all wrapped up within the glorification of an advertisement for perfume.According to the data, typical female activities tend to be the receiving of beauty treatments,various forms of relaxation such as traveling, dancing, visiting the tanning salon orsunbathing, and most significantly of all, shopping. These images mainly emphasize service-sector occupations: waitresses, bank employees, flight attendants, masseuses, cabaretdancers or exotic dancers. In regard to the roles of wife and mother, they are viewed associal roles, which are represented as being inseparable from each other. The female lover(flirtatious temptress) and female friend, are two of the most common archetypical imagesreflected in the semiotic landscape of the Baltic states.In conclusion, the visual representation of women in the Baltic states is related to theperception of life as pleasure, emphasizing the significance of sensuality and entertainment.
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