语言景观视域下的“网红路牌”研究

A Study of “Wanghong Street Sign” in the Perspective of Linguistic Landscape

摘要: 文章在语言景观的视域下对近几年出现的“网红路牌”进行探索性研究，基于实地调查拍摄的照片和在网络平台上收集的图像，对收集到的“网红路牌”景观进行数据整理和案例分析。本文对“网红路牌”的语码选择、字刻特征及其三种变体形式进行分析；揭示“网红路牌”作为语言景观具有的三大功能，包括信息功能、象征功能和教育功能。研究发现“网红路牌”普遍存在内容和形式同质化的问题，亟需创新和多样化发展。为更好地契合新时代文旅需求，提升游客旅游体验，并开拓新的市场空间，研究认为多模态语言景观将成为“网红路牌”发展的关键方向。

Abstract: The article conducts an exploratory study of the emergence of “Wanghong Street Sign” in recent years under the perspective of linguistic landscape. Based on the photographs taken in the field survey and the images collected on online platforms, the data collected on the landscape of “Wanghong Street Sign” are collated and analysed in case studies. We analyse the linguistic code choice of “Wanghong Street Sign”, the characteristics of the characters and their three variants, and reveal the three major functions of “Wanghong Street Sign” as a linguistic landscape, including informational, symbolic and educational functions. The study finds that “Wanghong Street Sign” generally faces the problem of homogenization in content and form, and urgently needs innovation and diversification. To better meet the new era’s tourism needs, enhance tourists’ travel experience, and open up new market space, the study believes that multimodal linguistic landscapes will be the key direction for the development of “Wanghong Street Sign”.