What Language Advertises: Ethnographic Branding in the Linguistic Landscape of Yakutsk

Autor/inn/en	Ferguson, Jenanne; Sidorova, Lena
Titel	What Language Advertises: Ethnographic Branding in the Linguistic Landscape of Yakutsk
Quelle	In: Language Policy, 17 (2018) 1, S.23-54 (32 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Ferguson, Jenanne)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1568-4555
DOI	10.1007/s10993-016-9420-4
Schlagwörter	Ethnography; Language Planning; Russian; Language Usage; Surveys; Geographic Regions; History; Turkic Languages; Foreign Countries; Rural Areas; Urban Areas; Advertising; Language Attitudes + Suchen Sie Ihr Suchwort? Ethnografie; Sprachwechsel; Russisch; Sprachgebrauch; Survey; Umfrage; Befragung; Geschichte; Geschichtsdarstellung; Turkish; Türkisch; Ausland; Rural area; Ländlicher Raum; Urban area; Stadtregion; Werbung; Sprachverhalten
Abstract	Yakutsk, capital of the Sakha Republic (Yakutia) in Russia's Far Eastern Federal District, was often described in 19th and early 20th century accounts as being unique in the Russian Empire in that it was not a solely "Russian" city; rather, it was a Sakha (Yakut) place. Its population, Russian and Sakha alike, were conversant in the local Sakha language during that earlier period, though over the Soviet era, progressively stricter policies of Russification led to communicative norms shifting and the Sakha language becoming less visible (and audible) in this urban centre. Using a survey of Yakutsk's linguistic landscape in 2013-2015, we analyse the presence of Sakha and the indexical meanings connected to its usage; examples from the commercial sphere suggests it is becoming prominent in a campaign of "ethnographic branding" (Manning and Uplisashvili in "Am Anthropol" 109(4):626-641, 2007) that relies on significant Sakha historical figures, cosmological concepts, as well as references to the rural (and Sakha-associated) spaces of the Republic to create a sense of "Sakha-ness" in the city. Though Russian remains dominant within the linguistic landscape of the city both when considering top-down and bottom-up policy and planning, we draw attention to the places where Sakha is indeed being used to reveal the dynamics of creating a more "Sakha" Yakutsk, and create a kind of "commodified" authenticity (see Heller in "Annu Rev Anthropol" 39:101-104, 2010; Heller et al. in "J Socioling" 18(4):539-566, 2014; Coupland in "J Socioling" 7(3):417-431, 2003). (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01