Language choices in the economic field of late capitalist societies are shaped by a combination of local, national, and global forces as well as historical, political, and economic factors. This study conducts an analysis of language choices in the linguistic landscape of Macao’s heritage tourism (i.e. signposts of tourist attractions) and gaming tourism (i.e. casino promotional brochures). The findings show similarities and differences in the two sectors in terms of language choices and some tensions emerging behind such language choices in constructing Macao with different voices. Unlike previous studies which find the commodification of one national or ethnic language for profit, the case of Macao illustrates the commodification of multilingualism for profit. Despite the similarities and differences, language choices in both signposts and brochures feature reductive translingualism under the neoliberal ideology which values the instrumental function of language for profit-making purposes.
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