The discursive construction of East Asian identities in an era of globalization and internationalization: the linguistic landscape of East Asian departments at a U.S. university

Abstract

ABSTRACT This study explores the linguistic landscape of the departments that teach East Asian languages and cultures in a university in the U.S. Midwest. By investigating promotional materials produced by the Chinese, Japanese and Korean departments, it makes visible the discursive constructions of ‘East Asianness’. Research questions are asked about which languages and codes are preferred on flyers and advertisements, with particular reference to the arrangements and presentations of the materials. Analyzing the three-year collection of advertising materials, three patterns emerge. First, in presentation, materials used to introduce courses and events of the East Asian departments usually contain two languages: English and an East Asian language. The use of an East Asian language is not for those who know the language but functions to elicit ‘East Asianness’. Their national identities are expressed by antiquated, archaic typefaces. While modern alternatives are not presented, traditional images are displayed by using Asian-style calligraphy fonts. Second, in content, the departments use images emphasizing their long history and cultural heritage. Drawing upon a traditional sense, the departments purposely differentiate themselves from Western cultures. Images depicting historical and traditional East Asian settings elicit non-Western feelings. Additionally, the departments do not use any localized East Asian English varieties.