中英企业官网语言景观对比研究--基于语言经济学视角

A comparative study on linguistic landscape in Chinese and UK corporate websites:From the perspective of language economics

企业官网是品牌推介的重要媒介之一,其语言景观呈现受诸多因素影响。本文以Reh的多语写作文本模型及语言经济学相关理论为基础,对比分析中英企业官网虚拟语言景观的多语现象,考察该异同背后的经济因素。研究发现:中国企业使用汉英双语标牌居多,采用重复式、片段式和交叠式信息排列,汉语信息量最大;英国企业以英语为中心,欧盟成员国及中日韩等其他主要市场国官方语言为辅,采用交叠式为主,片段式为辅的信息安排,信息量按市场需求递减。分析指出,虚拟语言景观差异的成因为成本与收益、供给与需求及语言的经济价值等经济因素的多重作用。

Corporate website becomes one of the important media for brand promotion,and its linguistic landscape is affected by many factors.Based on Rehs model for multilingual written texts and theories of linguistic economics,this paper makes a comparative analysis of the multilingual phenomena in the virtual linguistic landscape of Chinese and UK corporate websites,and examines the economic factors behind the similarities and differences.The findings are as follows:Chinese enterprises mostly use Chinese-English bilingual signs with duplicating,fragmentary and overlapping multilingualism,and the Chinese page contains most information.British enterprises put English first supplemented by language of European Union member states and other major market countries such as China,Japan and South Korea.They tend to choose overlapping and fragmentary multilingualism and the amount of information decreases according to market demand.It is pointed out that the differences of virtual linguistic landscape are caused by multiple economic factors such as cost and income,supply and demand,and the economic value of language.