全球本土化视角下商铺标牌语言景观学研究
Research on the Linguistic Landscape of Shop Name Signs from the Perspective of Glocalization

本文在“全球本土化”视角下，对语言景观中的语码使用特征及其影响因素进行了分析。本研究以长沙市太平街历史文化街区的商铺标牌为样本，着重关注混合语码的分布特征，以及一些特殊语码的独特功能。“全球本土化”将“全球化”和“本土化”概念相融合，不仅体现了全球性视野，同时彰显了民族文化精神。经过对结果的分析发现，在太平街历史文化街区的商铺标牌中，母语(汉语)作为主要语码，优势显著，并以简体汉字、繁体汉字、长沙方言、汉语拼音等多种语码形式出现，体现出较强“本土化”特征；作为国际通用语言的英语使用频率次之，成为辅助性语码，是该街区建设趋于“全球化”的重要标志。同时，商铺标牌上也有其他外语(如泰语)的出现。但是，英语和泰语通常与汉语一同使用，其单独使用频率较低。因此，立足于“全球本土化”视角，在保持本土文化优势和特色的同时，该历史文化街区也应加强“全球化”和“国际化”的程度。
This paper analyzes the characteristics and influencing factors of code use in linguistic landscape from the perspective of “glocalization”. This study takes the shop name signs in Taiping historical and cultural district of Changsha City as samples, focusing on the distribution characteristics of mixed language codes and the unique functions of some special language codes. “Glocalization” combines the concepts of “globalization” and “localization”, not only reflecting a global vision, but also highlighting the spirit of national culture. Through the analysis of the results, it is found that in the shop name signs of Taiping historical and cultural district, mother tongue (Chinese) as the main code has significant advantages, and it appears in simplified Chinese characters, traditional Chinese characters, Changsha dialect, Chinese Pinyin and other various code forms, reflecting strong “localization” characteristics. As an international language, English is used as the second most frequent language and becomes an auxiliary code for Chinese, which is an important sign that the construction of the Taiping district tends to become “globalization”. At the same time, there are other foreign languages (such as Thai) on the shop name signs. However, English and Thai are often used together with Chinese and are used less frequently alone. Therefore, based on the perspective of “glocalization”, while maintaining the advantages and characteristics of local culture, this historical and cultural district should also strengthen the degree of “globalization” and “internationalization”.