Linguistic landscape as a way to construct multiple identities in the context of globalization: the case of an ancient town in China

Abstract

ABSTRACT This article explores the linguistic landscape (LL) of Wuzhen, an ancient town with a history of more than 2,000 years and became the permanent venue for the World Internet Conference in 2014. The LL of Wuzhen is influenced by various factors, including globalization, urbanization, the tourism industry, heritage conservation, and government planning. In light of this, the study has made several field investigations into Wuzhen, examining the LL of four different areas and capturing 1602 photos of signs. Simultaneously, semi-structured interviews are conducted with residents to discuss their perceptions of the local LL and identity. The findings indicate that Wuzhen reshapes its local public space through various semiotic practices, constructing multiple identities that integrate traditionality, modernity, and internationality. It has also been found that LL should be regarded as a crucial semiotic resource anchored in sociocultural and historical space, whose mobility in the context of globalization and urbanization provides more possibilities for identity construction and reconstruction in peripheral regions.