语言学论文哪里有？本研究有利于拓展虚拟空间语言景观的研究范围，创新语言景观的研究层次与研究方法，促进语言景观研究理论和实践的开展，从而更好的服务于虚拟空间语言景观研究的建设和发展，也为企业更好建设虚拟语言景观促进企业发展作出贡献。
Chapter One Introduction
1.2 Objective of the Study
In sociolinguistics,the study of linguistic landscape has long been a key focus.Since Landry and Bourhis first introduced the concept in 1997,defining it as thelanguages on public road signs,advertising billboards,street names,place names,commercial shop signs,and public signs on government buildings which form thelinguistic landscape of a given territory,region,or urban agglomeration,thisdefinition has been widely recognized and cited in linguistic landscape research.Subsequently,other scholars have also proposed relevant definitions:Itagi and Singhregard the linguistic landscape as“the application of written language forms visiblein the public domain,”which encompasses all visible text.This indicates that theirdefinition extends the scope of linguistic landscape research to include textual formsin public areas,broadening the range and expanding the field of study beyond theconcept introduced by Landry and Bourhis;Ben-Rafael et al.in 2006 suggested thatthe linguistic landscape refers to“language objects that mark public spaces”;Later,Ben-Rafael in 2009 further refined the definition,proposing that the linguisticlandscape is the“symbolic construction of public space,”thus amending his originaldefinition to focus on“symbolic construction”as the object of study within thelinguistic landscape.
Chapter Three Theoretical Framework
3.1 Structuration Principle for Linguistic Landscape
The linguistic landscape of the present world seems to be chaotic and disorderly,but in reality there are internal rules of construction.Based on relevant sociologytheories,Ben-Rafael(2009)proposed four structuration principles for linguisticlandscape,namely 1)Principle of Presentation of Self,2)Principle of Good Reasons,3)Principle of Collective Identity and 4)Principle of Power Relations.
The first one is Principle of Presentation of Self.According to Goffman’s view,social individuals,as actors in social life,always show their advantages to others inorder to achieve the desired goal.This is also applicable to the construction oflinguistic landscape.Principle of presentation of self focuses on linguisticlandscape’s relationships to actors,the description they want to offer of them whatthey stand for.In urban centers,commercial signs abound,competing for theattention of passers-by to engage or perform the activities on the signs.The moredense the language signs,the more intense the competition between various signs,and those who are different and unconventional signs often have more opportunitiesto get the attention of passers-by,thus winning in the competition.
Chapter Five Results and Discussion
5.1 The Features and Functions of Virtual Linguistic Landscape ofE-Commerce English Websites
The features of virtual linguistic landscape of e-commerce websites are closelyrelated to the theoretical tools of language economics.They help to understand howe-commerce websites can optimize costs and benefits through language choice,respond to market supply and demand,improve transaction efficiency,ensurefairness,and serve as a tool to achieve brand strategy and market positioning.Through this linguistic economy perspective,e-commerce sites can more effectivelyuse language to enhance user experience,meet the needs of different consumers,improve economic efficiency,and build a strong brand image in the global market.
5.1.1 Structural Features and Classification of Signs on E-Commerce Websites
(1)Dynamic and Static Signs
In the public domain of virtual linguistic landscape,compared to the typicallinguistic landscape of traditional physical space,the functions of virtual linguisticlandscape are more abundant and diverse.Traditional physical space linguistic landscape relies on a series of man-made material carriers,such as various signs.Dueto the singularity of language text and fixed patterns,the cost of updates is high,thusthe functions they perform are limited,and these traditional linguistic landscape aremostly static.In contrast,virtual linguistic landscape exists in a shared cyberspace,constructed through a diverse array of symbols including text,images,videos,andsounds,unconstrained by the time and space of their location,to convey informationto the audience.The language texts in this category are often dynamic,capable ofbeing updated at any time and at a lower cost.For the audience,websites also offergreater convenience and timeliness,allowing for continuous interaction andcommunication with the website creators in cyberspace.
5.2 The Construction of Virtual Linguistic Landscape of theE-Commerce Websites
The linguistic landscape in the virtual world may seem chaotic and unorganized,but it actually has underlying construction rules.Ben-Rafael,drawing from relevantsociological theories,proposes four building principles that shape the linguisticlandscape.Next,this study selects B2B e-commerce websites Alibaba InternationalWebsite and B2C e-commerce websites Shopify,Shopee and eB ay for specificvirtual linguistic landscape analysis.
5.2.1 Presentation of Self
According to Goffman’s perspective,individuals in society tend to present theirstrengths to achieve their goals,and this principle of self-advantage display also applies to the construction of virtual linguistic landscape signs on e-commercewebsites.In the virtual space of e-commerce sites like TikTok Shop,merchants oftendistinguish themselves from competitors through unique design elements,such asvideo guidance and distinctive advertising animations,allowing customers to makepurchases almost inadvertently while relaxingly browsing videos.This differentiateddesign makes TikTok Shop signs stand out among a multitude of information.At thesame time,platforms like Shein,Shopee,Amazon,and Alibaba International Stationall adopt personalized and customized information,such as user recommendationsand tailored promotions,to demonstrate their understanding and satisfaction ofcustomer needs,thereby establishing a unique brand image in the minds ofcustomers.
Chapter Six Conclusion
6.1 Major Findings
The linguistic landscape in virtual spaces is characterized by its digital nature,global reach,dynamic updates,strong multimodal interactivity,personalizedcustomization,accessibility,anonymity,impact of search engine optimization,use inbrand marketing,and regulation by law.These features make the virtual linguisticlandscape a vital platform for cultural exchange and business interaction.It not onlyreflects the diversity of the real world but also creates new modes of communicationand cultural phenomena,influencing global user communication and corporate brandstrategies.
Both the language in real environments and the linguistic landscape in virtualspaces are influenced by their surroundings.This study reveals the following points:First,all international websites observed in this study display product and servicecategories on the homepage and offer multilingual options,demonstrating that thesee-commerce websites can more effectively provide online business services to users,while conforming to the trend of globalization and offering a shopping platform forglobal consumers,enhancing their own level of internationalization.Secondly,thereare noticeable differences between e-commerce websites in terms of color selection,layout,and promotion of products and events:a)In terms of language code selection,the most common choice on e-commerce websites is multilingualism,accounting for50%,followed by bilingualism.Among these,the most frequent languagecombination is Chinese and English,followed by English and Thai.b)In terms ofinterface design,B2B e-commerce websites tend to have brighter and more activeprimary colors,such as AliExpress and Alibaba International Station,which preferwarm colors like red and orange,while B2C e-commerce websites like Shopify tend to use cooler colors like gray and blue,with a darker overall tone.c)In terms oflayout,most B2C e-commerce websites have numerous sections and rich content,often employing dynamic transgressive signage,showing the vitality of e-commercewebsites,catering to consumer personalized needs,and improving shoppingefficiency.
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