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Inhalt: 1. Vorbemerkungen 2. Zu einigen philosophischen und theoretisch-linguistischen Grundlagen einer kommunikativ orientierten Betrachtung der Sprache 3. Sprache und menschliche Gesellschaft 4. Der Euphemismus 5. Euphemismen im Golfkrieg - Zur Analyse der Untersuchungsergebnisse 6. Zusammenfassung und Schlußfolgerungen 7. Perspektiven der kommunikativen Sprachforschung bezüglich 215der Untersuchung des politischen Euphemismus - Forschungsausblick und Schlußbemerkungen
Especially for the last twenty years, the studies of Linguistic Landscapes (LLs) have been gaining the status as an autonomous linguistic discipline. The LL of a (mostly) geographically limited area – which consists of e.g. billboards, posters, shop signs, material for election campaigns, etc. – gives deep insights into the presence or absence of languages in that particular area. Thus, LL not only allows to conclude from the presence of a language to its dominance, but also from its absence to the oppression of minorities, above all in areas where minority languages should – demographically seen – be visible. The LLs of big cities are fruitful research areas due to the mass of linguistic data. The first part of this paper deals with the theoretical and practical research that has been conducted in LL studies so far. A summary of the theory, methodologies and different approaches is given. In the second part I apply the theoretical basis to my own case study. For this, the LLs of two shopping streets in different areas of Hong Kong were examined in 2010. It seems likely that the linguistic competence of English must be rather high in Hong Kong, due to the long-lasting influence of British culture and mentality and the official status of the language. The case study's results are based on empirical data showing the objectively visible presence of English in both examined areas, as well as on two surveys. Those were conducted both openly and anonymously. The surveys are a reinsurance measuring the level of linguistic competence of English in Hong Kong. That level was defined before by an analysis of the LL. Hence, this case study is a new approach to LL analysis which does not end with the description of its material composition (as have done most studies before), but which rather includes its creators by asking in what way people's actual linguistic competence is reflected in Hong Kong's LL.
Content: 1. Objectives 2. Sociohistorical Background 2.1. The Cornish 2.2. The Welsh 2.3. The Bretons 3. Characteristics of the Brythonic Naming System 3.1. Type 1 Names: Patronymic Lineage 3.2. Type 2 Names: Geographic Origin or Place of Residence 3.3. Type 3 Names: Occupational Activities (Generally Linked to Peasantry) 3.4. Type 4 Names: Physical Characteristics, Moral Flaws 3.5. Type 5 Names: Epithets Relating to Character, Titles of Nobility, etc. 3.6. Epithets Containing References to Victory, War, Warriors, Weapons 3.7. Epithets Containing References to Courage, Strength, Impetuousness and War-like Animals 3.8. Epithets Containing References to Honorific Titles, Noble Lineage, Social Status and Aristocratic Values 4. Summary
Extract: [...]In the first part of this paper I trace the language shift from Breton to French within the historical, social and ideological framework in which it occurred. I then argue that 19th and 20th-century attempts by scholars and militants to rehabilitate the Breton language led to the creation of a unified standard (peurunvan).2 The consequence has been the rise of a three-way diglossic rapport between the speakers of French, the new Breton standard3 and those of the traditional Breton vernaculars. Taking the varieties of southern Cornouaille (Finistère) between Quimper and Quimperlé as a point of comparison,4 I focus on a number of phonological, morphological, syntactical and lexical features which, though far from exhausttive, are not generally taken into account in the new standard language. These details provide a general idea of how varieties of Breton function at the micro-dialectological level, as well as ways in which they can differ from the standard and other spoken varieties. The paper concludes with observations regarding the necessity to consider languages, language varieties and their speakers within relevant social contexts.[...]