A gradient of compliance: language policy, local identity, and the linguistic landscape of Chengdu's restaurant shop signs

Abstract

Shop signs provide a valuable lens for examining the linguistic practices of a given locale. However, little research has focused on the linguistic landscape of restaurant signage in Chengdu, China. This study maps the linguistic landscape of Chengdu's restaurant shop signs and investigates the degree to which on-the-ground language practices align with official language policies. A dataset of 829 signs was collected and analysed. The findings revealed a landscape dominated by Chinese, which is used more frequently and prominently than other languages. The writing direction was predominantly horizontal left-to-right. We also observed the occasional use of traditional Chinese characters and local dialect, alongside a demonstrated awareness of translation strategies, albeit with frequent issues in translation quality and Pinyin orthography. These patterns indicate varying degrees of compliance with national language policies. Compliance is highest in terms of text vector and language used, and lowest in the domains of translation relationship and Pinyin orthography. We propose four factors – localness, exoticness, historicity, and limited linguistic competence – to explain these observed configurations. This study contributes to the growing body of research on China's urban linguistic landscapes and the intersection of language and gastronomy.

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