Abstract
ABSTRACT Temporal markers provide unique opportunities for a community to revisit traditions, construct identity, and negotiate solidarity. The linguistic landscape (LL) encapsulating the celebration of the Chinese New Year, a momentous festival for both the Chinese community and people worldwide, presents a distinctive avenue for exploring the contestation and negotiation of diverse values and viewpoints in envisioning the future in the public sphere. The paper investigates the use of multilingual and multimodal resources to commemorate the Chinese New Year in Shantou’s coffee shops, revealing a diverse textual and visual narrative of celebration. In this process, socially constructed linguistic borders dissolve, facilitating the meshing and fusion of languages and enabling the reimagination, reinterpretation, and rewriting of the New Year. The juxtaposition of elements in differing linguistic and semiotic repertoires opens a dialogue, wherein values and traditions associated with the New Year are negotiated and reconstructed within the context of the evolving social attitudes and beliefs in post-pandemic Shantou.
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