Linguistic landscape on campus in China: a case study of XJTLU

This study focuses on the linguistic landscape of Xian Jiaotong-Liverpool University, which is a Sino-foreign University, to investigate how public signs construct university identity and language ideology. There are 115 top-down and bottom-up signs, collected by taking photographs on campus and coded by language type and function. The collection of pictures involves 15 Chinese monolingual signs (13.04%), 5 English monolingual signs (4.35%), and 95 English-Chinese bilingual signs (82.6%). The bilingual signs serve both informational and symbolic functions, which reflect the universitys internationalization goal. The Chinese monolingual signs provide a sense of seriousness and authority, but may overlook non-Chinese speakers. The English monolingual signs include semiotics, which helps sign viewers understand. Overall, the linguistic landscape in XJTLU largely corresponds to its language ideology and language identity as an internationalized university.