Research on Language Landscape and Mandarin Chinese Promotion in Rural Ethnic Areas of China

Abstract

Increasing the popularity of Mandarin Chinese and characters in ethnic areas is one of the important tasks of promoting Mandarin Chinese and characters comprehensively in the new era.Based on a three-dimensional analytical model of language landscapes, this study investigated and analyzed the representation of the standard spoken and written Chinese language in local rural language landscapes and residents' attitudes, needs, and behaviors towards signs and the standard spoken and written Chinese language in five townships in Jinchuan County, Aba Tibetan Autonomous Prefecture, Sichuan Province.The results show that the national standard language has a stable dominant status in the local linguistic landscape, and that residents express acceptance and willingness to learn the standard spoken and written Chinese language in the linguistic landscape, reflecting the role of linguistic landscape in promoting the standard spoken and written Chinese language to some extent. Finally, this study explores the ways in which linguistic landscape can promote the standard spoken and written Chinese language from the perspectives of government and private investment in standardized signage, research and regulation, and cross-departmental collaboration.