1887
  1. Home
  2. e-Journals
  3. Written Language & Literacy
  4. Volume 23, Issue 2
  5. Article
Volume 23, Issue 2
  • ISSN 1387-6732
  • E-ISSN: 1570-6001
USD
Buy:$35.00 + Taxes

Abstract

Abstract

This paper discusses multilingualism in three publications aimed at bilingual communities in Britain: speakers of Russian, Greek and Tagalog. Despite the fact that the editorial content in such publications is almost completely monolingual, they are sites rich in multilingual written practices. The focus here is on display advertisements, which make up a large part of these publications. The paper looks at what language mixing practices are present, and what insights they may give into the nature of bilingualism in the community of intended readers. I identify two types of language alternation: involves integrating words from two different languages within one textual unit. involves juxtaposing units in two (or more) different languages within a more complex visually delimited text, such as a display advertisement. While the advertisements themselves are good examples of multilingual writing, the mixing of languages itself is unremarkable and unremarked. Content in one language is rarely translated into another, while at the same time ‘seamless’ switches from one language to another are common. The advertisements in these publications seem to reflect the language competences and literacies of their intended readerships, where the ability to read more than one language (though to different extents) is taken as given.

© John Benjamins Publishing Company
Loading

Article metrics loading...

/content/journals/10.1075/wll.00044.seb
2021-02-02
2023-10-01

  • From This Site

    /content/journals/10.1075/wll.00044.seb
    dcterms_title,dcterms_subject,pub_keyword
    -contentType:Journal -contentType:Contributor -contentType:Concept -contentType:Institution
    10
    5
Loading full text...

Full text loading...

References

  1. Adams, J.
    (2003) Bilingualism and the Latin Language. Cambridge: Cambridge University Press. 10.1017/CBO9780511482960
     https://doi.org/10.1017/CBO9780511482960 [Google Scholar]
  2. Androutsopoulos, Jannis
    (2012) English ‘on top’: Discourse functions of English resources in the German mediascape. Sociolinguistic Studies6: 209–238.
     [Google Scholar]
  3. Angermeyer, P.
    (2005) Spelling bilingualism: Script choice in Russian American classified ads and signage. Language in Society, 34(4), 493–531. 10.1017/S0047404505050190
     https://doi.org/10.1017/S0047404505050190 [Google Scholar]
  4. Angermeyer, Philipp Sebastian
    (2012) Bilingualism meets digraphia: Script alternation and hybridity in Russian-American writing and beyond. In Mark Sebba , Shahrzad Mahootian , & Carla Jonsson (eds.), Language mixing and code-switching in writing: Approaches to mixed-language written discourse, 255–272. New York, London: Routledge.
     [Google Scholar]
  5. Auer, J. C. P.
    (1984) Bilingual conversation. Amsterdam: John Benjamins. 10.1075/pb.v.8
     https://doi.org/10.1075/pb.v.8 [Google Scholar]
  6. Bautista, M. L. S.
    (2004) Tagalog-English code switching as a mode of discourse. Asia Pacific Education Review5: 226–233. 10.1007/BF03024960
     https://doi.org/10.1007/BF03024960 [Google Scholar]
  7. Baynham, Mike
    (1995) Code switching and mode switching: Community interpreters and mediators of literacy. In Street, Brian (ed.), Cross-cultural approaches to literacy, 294–314. Cambridge: Cambridge University Press.
     [Google Scholar]
  8. Cheshire, Jenny & Lise-Marie Moser
    (1994) English as a cultural symbol: The case of advertisements in French-speaking Switzerland. Journal of Multilingual and Multicultural Communication15: 451–469. 10.1080/01434632.1994.9994584
     https://doi.org/10.1080/01434632.1994.9994584 [Google Scholar]
  9. García, Ofelia & Li Wei
    (2014) Translanguaging: Language, bilingualism and education. Basingstoke: Palgrave Macmillan. 10.1057/9781137385765
     https://doi.org/10.1057/9781137385765 [Google Scholar]
  10. García, Ofelia
    (2009) Bilingual education in the 21st century: A global perspective. Maiden (MA), Oxford: Wiley/Blackwell.
     [Google Scholar]
  11. Gardner-Chloros, Penelope
    (2009) Code-switching. Cambridge: Cambridge University Press. 10.1017/CBO9780511609787
     https://doi.org/10.1017/CBO9780511609787 [Google Scholar]
  12. Gorter, Durk
    (2013) Linguistic landscapes in a multilingual world. Annual Review of Applied Linguistics33: 190–212. 10.1017/S0267190513000020
     https://doi.org/10.1017/S0267190513000020 [Google Scholar]
  13. Gorter, Durk & Jasone Cenoz
    (2015) Translanguaging and linguistic landscapes. Linguistic Landscape1(1/2): 54–74. 10.1075/ll.1.1‑2.04gor
     https://doi.org/10.1075/ll.1.1-2.04gor [Google Scholar]
  14. Gumperz, John J.
    (1982) Discourse strategies. Cambridge: Cambridge University Press. 10.1017/CBO9780511611834
     https://doi.org/10.1017/CBO9780511611834 [Google Scholar]
  15. Haarmann, Harald
    (1984) The role of ethnocultural stereotypes and foreign languages in Japanese commercials. International Journal of the Sociology of Language50: 101–121.
     [Google Scholar]
  16. Jaspers, Jürgen & Lian Malai Madsen
    (2016) Sociolinguistics in a languagised world: Introduction. Applied Linguistics Review7(3): 235–258. 10.1515/applirev‑2016‑0010
     https://doi.org/10.1515/applirev-2016-0010 [Google Scholar]
  17. Jonsson, Carla
    (2005) Code-switching in Chicano theater: Power, identity and style in three plays by Cherríe Moraga. Umeå: Umeå University Institute for Modern Languages. (Skrifter från moderna språk; 17.)
     [Google Scholar]
  18. Jørgensen, J. Normann
    (2008) Polylingual languaging around and among children and adolescents. International Journal of Multilingualism5(3): 161–176. 10.1080/14790710802387562
     https://doi.org/10.1080/14790710802387562 [Google Scholar]
  19. Kelly-Holmes, Helen
    (2005) Advertising as multilingual communication. Basingstoke: Palgrave Macmillan. 10.1057/9780230503014
     https://doi.org/10.1057/9780230503014 [Google Scholar]
  20. Kress, Gunther & Theo van Leeuwen
    (1996) Reading images: The grammar of visual design. London and New York: Routledge. (Second edition: 2006.)
     [Google Scholar]
  21. Lee, Carmen
    (2017) Multilingualism online. London, New York: Routledge.
     [Google Scholar]
  22. Mahootian, Shahrzad
    (2012) Repertoires and resources: Accounting for codeswitching in the media. In Mark Sebba , Shahrzad Mahootian & Carla Jonsson (eds.), Language mixing and code-switching in writing: Approaches to mixed-language written discourse, 192–211. New York, London: Routledge.
     [Google Scholar]
  23. Mullen, Alex and Patrick James
    (eds.) (2012) Multilingualism in the Graeco-Roman worlds. Cambridge: Cambridge University Press.
     [Google Scholar]
  24. Myers-Scotton, Carol
    (1993) Duelling languages: Grammatical structure in codeswitching. Oxford: Clarendon Press.
     [Google Scholar]
  25. Pahta, Päivi , Janne Skaffari & Laura Wright
    (eds.) (2017) Multilingual practices in language history: English and beyond. Berlin, Boston: De Gruyter Mouton. 10.1515/9781501504945
     https://doi.org/10.1515/9781501504945 [Google Scholar]
  26. Pennycook, Alastair
    (2016) Mobile times, mobile terms: The trans-super-poly-metro movement. In N. Coupland (ed.), Sociolinguistics: Theoretical debates, 201–216. Cambridge: Cambridge University Press. 10.1017/CBO9781107449787.010
     https://doi.org/10.1017/CBO9781107449787.010 [Google Scholar]
  27. Piller, Ingrid
    (2003) Advertising as a site of language contact. Annual Review of Applied Linguistics23: 170–183. 10.1017/S0267190503000254
     https://doi.org/10.1017/S0267190503000254 [Google Scholar]
  28. Schendl, Herbert
    (2017) Code-switching in Anglo-Saxon England: A corpus-based approach. In Päivi Pahta , Janne Skaffari & Laura Wright (eds.), Multilingual practices in language history: English and beyond, 39–60. Berlin, Boston: De Gruyter Mouton. 10.1515/9781501504945‑003
     https://doi.org/10.1515/9781501504945-003 [Google Scholar]
  29. Scollon, Ronald & Suzie Wong Scollon
    (2003) Discourses in Place: Language in the Material World. London: Routledge. 10.4324/9780203422724
     https://doi.org/10.4324/9780203422724 [Google Scholar]
  30. Sebba, Mark
    (2012) Researching and theorising multilingual texts. In Mark Sebba , Shahrzad Mahootian & Carla Jonsson (eds.), Language mixing and code-switching in writing: Approaches to mixed-language written discourse, 1–26. New York, London: Routledge.
     [Google Scholar]
  31. (2013) Multilingualism in written discourse: An approach to the analysis of multilingual texts. International Journal of Bilingualism17(1): 97–118. 10.1177/1367006912438301
     https://doi.org/10.1177/1367006912438301 [Google Scholar]
  32. Sebba, Mark , Shahrzad Mahootian & Carla Jonsson
    (eds.) (2012) Language mixing and code-switching in writing: Approaches to mixed-language written discourse. New York, London: Routledge. 10.4324/9780203136133
     https://doi.org/10.4324/9780203136133 [Google Scholar]
  33. Stroud, Christoper & Sibonile Mpendukana
    (2012) Material ethnographies of multilingualism: Linguistic landscapes in the township of Khayelitsha. In Marilyn Martin-Jones & Sheena Gardner (eds.), Multilingualism, discourse and ethnography, 149–162. London: Routledge.
     [Google Scholar]
  34. Vellón, Javier
    (2009) El uso del inglés como estrategia discursiva. Cultura, Lenguaje y Representación / Culture, Language and Representation7: 157–182.
     [Google Scholar]
  35. Wright, Laura
    (2017) A multilingual approach to the history of Standard English. In Päivi Pahta , Janne Skaffari & Laura Wright (eds.), Multilingual practices in language history: English and beyond, 339–359. Berlin, Boston: De Gruyter Mouton. 10.1515/9781501504945‑016
     https://doi.org/10.1515/9781501504945-016 [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.1075/wll.00044.seb
Loading
Bilingual newspapers as sites of multilingual practice
Written Language & Literacy 23, 272 (2020); https://doi.org/10.1075/wll.00044.seb
/content/journals/10.1075/wll.00044.seb
/content/journals/10.1075/wll.00044.seb
Loading

Data & Media loading...

  • Article Type: Research Article
Keyword(s): advertisements; English; Greek; multilingualism; newspapers; Russian; Tagalog; translanguaging

Most Cited

This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error