Translingual Practices in the Linguistic Landscape in the Western Region of Kazakhstan
DOI:
https://doi.org/10.17507/tpls.1402.10Keywords:
linguistic landscape, urban linguistics, translanguaging, commercial public sign, KazakhstanAbstract
In spite of the sharp rise of research interest in linguistic landscapes worldwide, little attention has been given to the multilingual urban discourse of Kazakhstan. Being first in the investigation into the multilingual practices characteristic of the linguistic landscape in the western region of Kazakhstan, our study adds to the number of linguistic landscape analyses through a translanguaging lens. This paper explores translingual practices on local "bottom-up" commercial public signs by the example of four major cities in the region: Aktau, Aktobe, Atyrau and Uralsk. The study uses a mixed method research design combining qualitative and quantitative analysis of multilingual urban texts accompanied by semi-structured ethnographic interviews with owners of commercial establishments. In our analysis, we specify various dynamic and creative forms of mixing the state Kazakh, interethnic Russian, international English and/or other local languages such as Uzbek and Arabic. We demonstrate how these languages are involved in the creation of symbolic meanings and attraction of potential consumers and contribute to the construction of the urban space of the western region of Kazakhstan. We provide illustrations of the ever-growing presence of English in multilingual written urban texts of the region as a symbol of modernity, high quality, innovation, technical progress and prestige. We also show the indexical potential of the Kazakh and Russian languages as markers of local affiliation and tradition, and the Uzbek and Arabic languages as symbols of the Turkic and Islamic cultures.
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