engleski

Multiculturalism and globalisation in linguistic landscape of Croatia

The term linguistic landscape (as well as language landscape) refers to “the visibility and salience of languages on public and commercial signs” (Landry – Bourhis 1997: 23). Study in this area of linguistics has been advanced by the work at the beginning of the 21st century (Gorter 2006 ; Shohamy – Gorter 2009 ; Shohamy – Eliezer – Barni 2010...). The research is placed in the framework of language policy (Spolsky 2006). We discuss the official domain, inscriptions on state and other public institutions, and other official signs in the public domain (top-down signs). Most of the inscriptions are in the Croatian language, while in certain areas the Constitution determines the official inscriptions also in the language of national minorities. Foreign institutions use inscriptions most often only in their own language, while less frequent we can find them translated into Croatian. The second part of the presentation is on commecial domene, texts displayed on the billboards and other business and private signs (bottom-up signs). We can see the diversity of languages in the collected material concerning the field of tourism, marketing and cultural events. There are comments on: monolingual/bilingual inscriptions, order of language and placement of subtitles, full and/or partial translation, etc. We will also talk about the use of non-standard varieties of Croatian, including the use of dialectal and colloquial forms as signs of local culture and identity.

linguistic landscape ; Croatia ; identity

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