engleski

Multilingualism in Touristic Linguistic Landscape of Croatia

The term linguistic landscape refeers to “the visibility and salience of languages on public and commercial signs” (Landry and Bourhis 1997: 23). Study in this area of linguistics has been advanced by the work of Gorter (2006), Shohamy and Gorter (2009) and Shohamy, Ben-Rafael and Barni (2010). In introduction of the presentation there is a brief discussion on the official domain of linguistic landscape in Croatia, top- down signs, which are mostly monolingual. The central part is the presentation of commercial domene, bottom-up signs, in Croatian touristic areas. We will discuss advertisements displayed on the billboards and other business and private signs all over the Croatian Adriatic coast. The presentation focuses on the diversity of languages in the collected material concerning the field of tourism: monolingual/bilingual/multilingual inscriptions, order of languages and placement of subtitles, full and/or partial translation, etc. We will comment the use of English, Italian and other foreign languages in signs for foreign tourists as well as the use of non-standard varieties of Croatian for tourists from Croatia, which reflects all the internal diversity of Croatian language (Stolac 2018). Intertwining of languages shows Croatian relation to tourism.

Croatian language, linguistic landscape, tourism

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