Characteristics of language landscape in downtown Bangkok, Thailand

Abstract

Through a field survey of the glorious district, Chinatown, World Trade Center and Siam Square shopping center area in downtown Bangkok, the author collected 2,776 language landscapes between April and May 2021. These included 182 official language signs and 2,594 unofficial language signs. The selection of locations aims to cover different cultural, commercial and tourist areas in central Bangkok to capture a more comprehensive sample of the linguistic landscape. The survey time was chosen to take into account seasonal variation and possible special activities to more accurately capture the diversity of the linguistic landscape. The official language landscape tends to be formal and standardized rhetorical devices, using metaphors to emphasize the uniqueness of cities, and using clear metaphors to convey the government's guiding ideology. Contest, confrontation and other techniques to enhance the sense of language rhythm. In contrast, unofficial language landscapes are more creative and dynamic, using rhetoric such as metaphor, personification and exaggeration. Pay attention to public interaction, and close the distance with the audience through humorous and perceptual language. Use dialect, spoken phrases and slang, close to everyday life. The difference between official and unofficial rhetoric is influenced by cultural traditions, government policies, audiences and other factors. Officials emphasize norms and image, unofficial more flexible, focus on emotional communication, reflecting the colorful life of the city. This difference reflects the multifaceted characteristics of the city and the diversity of social and cultural expression in the language landscape.