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From CASA* to andegrand The Linguistic Landscape at the University of Szczecin A qualitative analysis 1Laura Zieseler, B.A. Slide 2 From CASA* to andegrand Structure Introduction The University of Szczecin The Study: object, analytical frameworks The Items International Office Facutly of Mathematics and Physics Institute of German Philology Hall of Residence Conclusion Laura Zieseler, B.A. 2 Slide 3 From CASA* to andegrand The University of Szczecin Szczecin: capital of the Polish region of West Pomerania, 400.000 inhabitants, basically monolingual Uniwersytet Szczecinski: founded in 1985, 9 faculties, more than 33,000 students joined the ERASMUS programme in 1998 mutual cooperation agreements with more than 70 European academies & scientific institutions, approx. 30 partner institutions world-wide Laura Zieseler, B.A. 3 Slide 4 From CASA* to andegrand The study To what degree has the universitys commitment to internationalisation left visible traces in its linguistic landscape? index of this internationalisation: the presence of English as a world language Laura Zieseler, B.A. 4 Slide 5 From CASA* to andegrand The Study: A multidimensional approach Laura Zieseler, B.A. 5 Location in situ Mapping scheme (Barni & Bagna 2009) location position domain context place 3 categories of emplacement (Scollon & Scollon): decontextualised transgressive situated Authorship Readership Top-down Bottom-up intended vs. unintended readership Codes involved monolingual covert multilingual (multiple monolingualism) dominant vs. relevant vs. accessory code bi- or multilingual (visible multilingualism): four types of multilingual writing (after Reh) duplicating multilingual writing fragmentary multilingualism overlapping multilingual writing complementary multilingual writing Semiotic aspects semiotic functions: phatic/ interactional informational vocative/ directive ludic/ poetic expressive accessory code: explanatory, grammatical, informative textual genre Slide 6 From CASA* to andegrand Laura Zieseler, B.A. 6 The International Office Slide 7 From CASA* to andegrand unregulated forest of signs (Ben-Rafael 2009: 43) high density of Anglophone items mostly posters issued by non- Polish academic institutions items issued by the staff of the international office: Polish only intended readership: outgoing Polish-speaking exchange students of the University of Szczecin Laura Zieseler, B.A. 7 The International Office Slide 8 From CASA* to andegrand Laura Zieseler, B.A. 8 The International Office contd. interplay between situated emplacement (Scollon & Scollon 2003) and highly recognisable international key words language barrier can be overcome Slide 9 From CASA* to andegrand Laura Zieseler, B.A. 9 duplicating bilingual item conveyed information is identical in both codes preferred code: English addresses incoming ERASMUS students as well taped to the inside of the office door AND obsolete discarded item transgressive semiotics - a sign that is in the wrong place (Scollon & Scollon) The International Office Slide 10 From CASA* to andegrand Laura Zieseler, B.A. 10 The Faculty of Mathematics and Physics Slide 11 From CASA* to andegrand Laura Zieseler, B.A. 11 The Faculty of Mathematics and Physics prestigious code indexing the ambition to perceived as a global player eyecatcher: apronym, Italian for house, allusion to NASA trilingual. function: largely poetic top-down item, overlapping multilingual writing apronym: The word CASA* means house in Italian, and it is indeed the purpose of our centre to be a house to those who conduct exobiological research in Poland. (Universittsrevue 2005, my translation) Slide 12 From CASA* to andegrand Laura Zieseler, B.A. 12 relevant code: at first glance semiotically most important, most visible dominant code: most fully encodes meaning The Faculty of Mathematics and Physics bottom-up ad, private language school English symbolic function: connotes modernity and self-improvement; meta-linguistic Polish: That means three months worth of English (lessons) for free! core message, accessory function type of bilingual writing: complementary or overlapping multilingualism? ambiguous multilingualism (Cenoz and Gorter 2006: 77) Slide 13 From CASA* to andegrand Laura Zieseler, B.A. 13 The Institute of German Philology Slide 14 From CASA* to andegrand Laura Zieseler, B.A. 14 Slide 15 From CASA* to andegrand no to sru phonetic pun based on interlingual homophony : colloquial Polish no to sru well then, down with it! The situation described in the advertisement is re- contextualised into an ironic comment on academic life new interdiscursivityan ironic comment on academic life variation on the global advertising catch-phrase: smoking kills excellent example of Linguistic Landscapes as a space of global heteroglossia, i.e. of hybridised global intertexts (Duszak 2004: 118/119) Laura Zieseler, B.A. 15 The Institute of German Philology Slide 16 From CASA* to andegrand Laura Zieseler, B.A. 16 Hall of Residence apartment door threshold between public and private space English predominates choice of language signals membership of an internationally oriented sub- group skateboard scene function: purely symbolic high degree of unconventional linguistic creativity incomprehensible hieroglyphic signatures (Pennycook 2009: 308) reminiscent of the art of graffiti Slide 17 From CASA* to andegrand indexes the homepage of a Polish supplier of skateboarding equipment an idiosyncratic spelling of underground alluding to phonetic interference between English and Polish English from below the creative and non-standard appropriation of English by subcultural groups vs. proper English from above, i.e. English as promoted by the hegemonic culture or establishment (Preisler 1999: 241/ 242) Laura Zieseler, B.A. 17 Hall of Residence Slide 18 From CASA* to andegrand Conclusion A multi-faceted picture: different types of multilingual writing, situated and transgressive emplacement, interlingual hybridisation quasi-graffiti This indicates that the theoretical frameworks developed so far are very well suited for analysing indoor linguistic landscapes, at least in a qualitative manner. the impact of internationalisation on the Linguistic Landscape English: a prestigious harbinger of globalisation, predominantly used as a symbolic and decorative ingredient rather than as a genuine means of communicating information the lingua franca of international student exchange,: mostly aimed at outgoing exchange students the linguistic minority of incoming students on the whole lacked visual public representation. the desired globalisation and internationalisation process is still in its initial stages low number of incoming students the Linguistic Landscape of the university appears to adequately reflect its actual sociolinguistic reality Laura Zieseler, B.A. 18 Slide 19 From CASA* to andegrand Bibliography Barni, M. and Bagna, C. 2009. A Mapping Technique and the Linguistic Landscape. In: Shohamy, E. and Gorter, D., eds. Linguistic Landscape : Expanding the Scenery, New York, NY: Routledge, pp. 126 - 140. Ben-Rafael, E. 2009. A Sociological Approach to the Study of Linguistic Landscapes. In: Shohamy, E. and Gorter, D., eds. Linguistic Landscape : Expanding the Scenery, New York, NY: Routledge, pp. 40-54. Ben-Rafael, E., Shohamy, E., Amara, M. H. and Trumper-Hecht, N. 2006. Linguistic landscape as symbolic construction of the public space: The case of Israel. In: D. Gorter (ed.) Linguistic Landscape: A New Approach to Multilingualism, Clevedon: Multilingual Matters, pp. 730. Berns, M. 2009. English as a lingua franca and English in Europe, World Englishes 28(2): 192- 199. Cenoz, J. and Gorter, D. 2006. Linguistic landscape and minority languages. In: D. Gorter (ed.) Linguistic Landscape: A New Approach to Multilingualism, Clevedon: Multilingual Matters, pp. 6780. ___________________. 2009. Language Economy and Linguistic Landscape. In: Shohamy, E. and Gorter, D., eds. Linguistic Landscape : Expanding the Scenery, New York, NY: Routledge, pp. 55-69. Laura Zieseler, B.A. 19 Slide 20 From CASA* to andegrand Crystal, D. 2004. The Cambridge Encyclopedia of the English Language, 2. ed., reprinted. Cambridge: Cambridge Univ. Press. Curtin, M. 2009. Language on Display. Indexical Signs, Identities and the Linguistic Landscape. In: Shohamy, E. and Gorter, D., eds. Linguistic Landscape : Expanding the Scenery, New York, NY: Routledge, pp. 221-237. Duszak, A. 2004. Globalisation as Interdiscursivity: On the Spread of Global Intertexts. In: Duszak, A. and Okulska, U., eds. Speaking from the Margin: Global English from a European Perspective, Frankfurt am Main: Lang, pp.117-132. Fishman, J. 1992. Sociology of English as an Additional Language. In: B. Kachru (ed.) The other tongue : English across cultures,Urbana, Ill.: Univ. of Illinois Press, pp. 1926. Gorter, D., ed. 2006. Linguistic Landscape: A New Approach to Multilingualism, Clevedon: Multilingual Matters. Gorter, D. 2006. Introduction. In: Linguistic Landscape: A New Approach to Multilingualism, Clevedon: Multilingual Matters, pp. 1-6. Hanauer, D. 2009. Science and the Linguistic Landscape. A Genre Analysis of Representational Wall Space in a Microbiology Laboratory. In: Shohamy, E. and Gorter, D., eds. Linguistic Landscape : Expanding the Scenery, New York, NY: Routledge, pp. 287-301. Huebner, T. 2009. A Framework for the Linguistic Analysis of Linguistic Landscapes. In: Shohamy, E. and Gorter, D., eds. Linguistic Landscape : Expanding the Scenery, New York, NY: Routledge, pp. 70-88. Kachru, B., ed. 1990 (1986). The Alchemy of English : The Spread, Functions, and Models of Non-native Englishes, Editiom: Illini Books ed. Published: Urbana: Univ. of Illinois Press. Laura Zieseler, B.A. 20 Slide 21 From CASA* to andegrand Kelly-Holmes, H. 2000. Bier, parfum, kaas: Language fetish in European advertising, European Journal of Cultural Studies 3(1): 67-82. Landry, R. and Bourhis R. Y. 1997. Linguistic landscape and ethnolinguistic vitality: An empirical study, Journal of Language and Social Psychology 16(1): 2349. Pennycook, A. 2009. Linguistic Landscapes and the Transgressive Semiotics of Graffiti. In: Shohamy, E. and Gorter, D., eds. Linguistic Landscape : Expanding the Scenery, New York, NY: Routledge, pp. 302- 312. Phillipson, R. 1992. Linguistic Imperialism, Oxford: Oxford University Press. ___________. 2001. English or no to English in Scandinavia?, English Today 66: 22-28. Preisler, B. 1999. Functions and Forms of English in a European EFL country. In: Bex, T. and Watts, R., eds. Standard English : The Widening Debate, London: Routledge, pp. 239-268. Reh, M. 2004. Multilingual writing: a reader-oriented typologywith examples from Lira Municipality (Uganda), International Journal of the Sociology of Language 170: 141. Reichelt, M. 2005. English in Poland, World Englishes 24(2): 217-225. Scollon, R. and Scollon S. W. 2003. Discourses in Place: Language in the Material World, London: Routledge. Shohamy, E. and Gorter, D., eds. 2009. Linguistic Landscape : Expanding the Scenery, New York, NY: Routledge. Spolsky, B. 2009. Prolegomena to a Sociolinguistic Theory of Public Signage. In: Shohamy, E. and Gorter, D., eds. Linguistic Landscape : Expanding the Scenery, New York, NY: Routledge, pp. 25-39. Laura Zieseler, B.A. 21 Slide 22 From CASA* to andegrand Laura Zieseler, B.A. 22 Examination periods kill, got it? paid advertisement