城市语言景观同质化困境与文化重构——以杭州网红旅游标语为例

The Homogenization Dilemma and Cultural Reconstruction in Urban Linguistic Landscapes—A Case Study of Internet-Famous Tourist Slogans in Hangzhou

摘要: 本文以杭州西湖沿线景区、小河直街、满觉陇等典型旅游区域的语言景观为研究对象，聚焦于近年泛滥的“网红标语牌”现象展开调查研究。通过田野调查与多模态话语分析，文章揭示该类标语在语言形式、视觉设计及文化功能上的高度同质化特征，并批判其遮蔽地方文化本真性、削弱语言景观的叙事深度。研究结合社交媒体传播机制与消费主义文化逻辑，阐释该现象背后的符号生产与流通体系，最终从语言学、文化地理学与景观设计学多维度，提出构建“可沟通的地方性”语言景观的路径，以回应旅游空间中文化表达失语与再地方化的当代命题。

Abstract: This paper investigates the linguistic landscapes of typical tourist areas in Hangzhou, such as the West Lake scenic belt, Xiaohe zhjie Street, and Manjuelong Village, focusing on the pervasive phenomenon of “internet-famous slogan boards” in recent years. Through field research and multimodal discourse analysis, the study reveals the high degree of homogenization in the linguistic forms, visual design, and cultural functions of such slogans, critiquing how they obscure the authenticity of local culture and diminish the narrative depth of linguistic landscapes. By examining the mechanisms of social media dissemination and the logic of consumerist culture, the research elucidates the underlying systems of symbolic production and circulation driving this phenomenon. Finally, from the perspectives of linguistics, cultural geography, and landscape design, the paper proposes pathways for constructing a linguistic landscape that fosters “communicable locality,” addressing the contemporary challenges of cultural expression and re-localization in tourist spaces.