Ticaret dilinde İtalyancadan türetilen ve İtalyanca gibi seslendirilen kelimeler: İstanbul’un dilsel manzarası örneği

Year 2020, Issue: 18, 480 - 493, 21.03.2020

Antonella Elia

https://doi.org/10.29000/rumelide.706154

Abstract

İtalyan modası, tüm dünyada stilin ve şıklığın referans noktasıdır. Bu makalede, İstanbul’da görülen “Dilsel Manzara”ya (DM) ilişkin somut dilbilimsel işaretler toplanmış ve analiz edilmiştir. Bir DM, “belirli bir bölgedeki dillerin halka açık ve ticari işaretlerde görünürlüğünü ve göze çarpmasını” dikkate alır (Landry ve Bourhis, 1997). Bu çalışma, hedef bölge olarak özellikle seçilen, İstanbul Üniversitesi’nin de bulunduğu “Laleli” gölgesinde gözlenen dilsel-görsel işaretlerin nicel ve dilbilimsel analizine dayanır. Fotoğraf koleksiyonu, nitel bir yorumlama ile görsel nicel bir yaklaşımı zenginleştirmek amacıyla yerel mağaza sahipleriyle yapılan görüşmelerin başlangıç noktası olarak kullanılmıştır. İstanbul'daki İtalyan işaretlerinin toplanması ve analizi, “İtalyanlığın” canlılığını ve genellikle Türkiye’de bir pazarlama stratejisi olarak benimsenen “İtalyan sesinin” etkinliğini göstermeyi amaçlamaktadır. Aynı zamanda bu araştırma, İtalyan ürünlerinin sadece İstanbul’un DM’sinde değil, tüm dünyada uyguladığı çekiciliğin gücüne değinir. Made in Italy, İtalya’nın ekonomik büyümesine katkıda bulunup aynı zamanda İtalya’nın yurtdışındaki “yumuşak gücünü” de arttırır (Nye, 1990). Son bir düşünce olarak İtalyanların çoğu zaman anadillerinin yurtdışındaki şöhretinin ve canlılığının farkında olmadığının altı çizilir. Diğer Avrupa vatandaşlarının aksine, İtalyan vatandaşları genellikle dillerinin güzelliğini ve müzikalitesini bozan gereksiz bir şekilde İngilizceden alıntılanan sözcükleri benimsemeyi tercih eder (Testa, 2017).

Keywords

İtalyan modası, İtalyan sesleri, dilsel manzara, İstanbul, ticaret dili

Italianisms and Italian sounding in the business language: The case of Istanbul linguistic landscape

Abstract

Italian fashion is a reference point of style and elegance all over the world. Tangible linguistic signs of “Italianess” in the Istanbul Linguistic Landscape (LL) have been collected and analysed in this paper. LL takes into account the "visibility and salience of languages on public and commercial signs in a given territory" (Landry & Bourhis, 1997). This research is based on the quantification and linguistic analysis of the linguistic visual signs observed in the target area. “Laleli” district, an area located in the surroundings of Istanbul Üniversitesi, has been specifically explored. The photographic collection has been used as starting point for interviews with local shop owners in order to enrich a visual quantitative approach with a qualitative interpretation. The collection and analysis of Italian signs in Istanbul LL aims to demonstrate the vitality of the “Italianess” and the effectiveness of Italian Sounding often adopted as a winning marketing strategy in Turkey. Furthermore, this investigation serves as a powerful reminder of the attractiveness exercised by Italian products not only in Istanbul LL, but all over the world. Made in Italy contributes to Italian economic growth, but also to increase the Soft Power of Italy abroad (Nye, 1990). A final reflection highlights to what extend Italians are often not aware of the fame and vitality of their mother tongue abroad. Contrary to what happens in other European countries, Italians often prefer to adopt unnecessary anglicisms mistreating the beauty and the musicality of their language (Testa, 2017).

Keywords

Italian fashion, Italian sounding, linguistic landscape, Istanbul, business language

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