ABSTRACT

This article explores linguistic creativity and innovation in multilingual advertising in Jordan through the use of signs displaying Arabinglish with multiple forms in the Jordanian linguistic landscape (LL). Drawing upon notions of nexus analysis [Scollon, R., & Scollon, S. W. (2004). Nexus analysis: Discourse and the emerging internet. Routledge.] and principles of geosemiotics [Scollon, R., & Scollon, S. W. (2003). Discourses in place: Language in the material world. Routledge.], this study analyses and discusses novel, creative, and innovative code-mixing practices in the Jordanian LL. A corpus of 88 signs displaying a wide range of interlingual Arabic-English words (i.e. blends, compounds, and affixed words) were collected in order to examine the semiotic construction of the Jordanian LL. To provide some ethnographic context for the data, 12 interviews were also conducted. The results show that different cycles of discourse (i.e. (trans)national, economic, and cultural) emerge from the use of Arabinglish in signage. Being thought of as ‘a semiotic modality’ and as ‘a mainstream resource’ in the LL, Arabinglish code-mixing practices are presumably an index of global identities and one of the mechanisms that contributes to the visual dominance of English in Jordan, despite Jordan being constitutionally a predominantly monolingual country.

摘要

本文通过在约旦语言景观（LL）中使用多种形式显示阿拉伯英语的标志，探讨了约旦多语言广告中的语言创造力和创新。利用联系分析的概念[Scollon, R., & Scollon, SW (2004)。Nexus 分析：话语和新兴互联网。Routledge。] 和地球符号学原理 [Scollon, R., & Scollon, SW (2003)。就地话语：物质世界中的语言。Routledge.]，这项研究分析和讨论了约旦 LL.Routledge 中新颖、创造性和创新的代码混合实践。为了检查约旦语 LL 的符号学结构，我们收集了 88 个符号的语料库，其中显示了各种阿拉伯语-英语间语单词（即混合词、复合词和附加词）。为了提供数据的一些人种学背景，还进行了 12 次访谈。结果表明，阿拉伯英语在标牌中的使用产生了不同的话语周期（即（跨）国家、经济和文化）。阿拉伯英语代码混合实践被认为是 LL 中的“符号学模式”和“主流资源”，大概是全球身份的索引，也是促成英语在约旦视觉主导地位的机制之一，