杭州服务亚运的多模态外语语言景观调查
A Survey on the Multimodal Foreign Language Landscape Serving the Asian Games in Hangzhou

本文采取量化与质化相结合的分析方法，运用语言景观学的研究理论，从语言权势地位、功能、多模态特征、读者感知等四个方面探索了亚运会期间杭州服务亚运的多模态外语语言景观的特点。调查研究表明：汉语在使用语言中占有绝对优势，中英双语标牌占了统计样本大多数；外语语言标牌主要发挥指示和提供信息的作用；外语语言景观多模态特征显著，主要包含颜色、文字、图像等模态。除此之外，通过调查研究，还能发现杭州服务亚运的外语语言景观具有官方景观主导、规范统一、多重复标牌、小语种缺失等特征。杭州市欲借助亚运会进一步向国际化迈进，向全世界介绍杭州，就必须优化外语语言景观，改善提升城市形象，营造国际化的人文环境。
This article adopts a combination of quantitative and qualitative analysis methods, and applies the research theory of language landscape to explore the characteristics of the multimodal foreign language landscape that Hangzhou serves during the Asian Games from four aspects: language power status, function, multimodal features, and reader perception. Research shows that Chinese has an absolute advantage in language use, with bilingual signs in both Chinese and English accounting for the majority of the statistical samples; Foreign language signs mainly serve as indicators and provide information; The multimodal features of foreign language landscape are significant, mainly including colors, text, images, and other modalities. In addition, through investigation and research, it can also be found that the foreign language landscape serving the Asian Games in Hangzhou has characteristics such as official landscape dominance, standardization and uniformity, multiple repeated signs, and the absence of minority languages. In order for Hangzhou to further internationalize and introduce itself to the world through the Asian Games, it is necessary to optimize the foreign language landscape, improve and enhance the city’s image, and create an international cultural environment.