Linguistic landscaping in Kathmandu’s Thamel ‘Chinatown’: language as commodity in the construction of a cosmopolitan transnational space
Abstract
This study explores the linguistic landscape of a new unofficial 'Chinatown' in Kathmandu, Nepal. Located in the tourist hub Thamel, this Chinatown came into being recently because of globalisation and China's outbound tourism boom. Using authentic photographic data, this study examines how the use of Chinese and various semiotic elements (e.g. colour) contributes to the making of a commodified ethnic enclave and space of consumption, where a foreign culture is inscribed and embedded in the existing built environment. Unlike the traditional old-world Chinatowns, simplified Chinese characters are omnipresent in this Chinatown and many Chinese-run business names are highly up-to-date and reflect the latest trends in their home country. The exclusive use of monolingual Chinese is also commonplace. Interestingly, awkwardly hand-copied Chinese and Google translated Chinese are used as part of local businesses' marketing repertoire in what can be called 'linguistic jugaad'. Additionally, some local businesses resort to creative, affective and playful language to attract and engage with Chinese tourists. Contributing to research on ethnic enclaves and urban sociolinguistics, this study highlights language as commodity in transforming/constructing a cosmopolitan transnational space in our globalised and mobile world, illustrating how South-South population flows can leave material traces in a place's linguistic ecology.
Link to publication in Taylor & Francis Online
