The Study Of Peripheral Linguistic Landscapes From Multi-modal Perspective

With the development of economy,domestic cultural exchange industry is developing rapidly,and museums play an indispensable role in advancing such development.The author aims to investigate the similarity and difference in the use of multi-modality-based peripheral linguistic landscapes between domestic and foreign museums on the basis of SPEAKING model introduced by Hymes(1974).Shanghai Museum and French Culture Museum are selected as the samples in this study.Meanwhile,observation and semi-structured interviews are adopted as the methods of data collection for quantitative and qualitative analysis.The statistical results indicate that five types of peripheral linguistic landscapes are usually applied by the two museums for exhibit introduction.Moreover,there is a significant difference in the arrangement of three types of peripheral linguistic landscapes between the two museums.Meanwhile,both observations and interview results reveal major functions of these peripheral linguistic landscapes based on the contents of SPEAKING model.It is also found that museum’s design idea,as well as social and cultural backgrounds of China and France,may affect the applications of peripheral linguistic landscapes according to the interview made for the directors of these two museums.This study contributes to the existing linguistic landscape research by integrating SPEAKING model with the study of peripheral linguistic landscapes from multi-modal perspective,extending the research scope from traditional linguistic landscapes to multi-modal semiotic landscapes.The findings of this study may also be used as the references for the design of linguistic and semiotic landscape by the museum.