Linguistic landscaping from above in China: scale-making and language ideologies

The sociolinguistics of mobility is one of Jan Blommaert’s significant theoretical legacies vis-à-vis language interactions in the age of globalization. This paper investigates the mobilization of English as a semiotic resource in the public space of Chinese cities to reveal how the process of linguistic landscaping rescales English in China’s layered language regime. In the three investigated cities in eastern China, the English language has been conceptualized as a symbol of internationalization, and the affective potentials of English signs turn the cities into spaces of friendliness. I argue that the visual bilingualism for internationalization purposes is loaded with state ideologies, and English semiotization in the urban space demonstrates the state’s keenness for international recognition and integration into the global world. Inherent in this linguistic landscaping process are Englishization as internationalization ideology, standard language ideology, and linguistic purism ideology. While the translocal status of English in the world language system serves to upscale the cities to a higher scale level, the valorization of English in the official domain also reinforces the hegemonic power of English in the indexicality order, marginalizing social groups with limited English literacy. Thus, a critical, dialectical lens is needed to analyze the role of English in top-down linguistic landscaping.