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

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

References

  • Atkins, E. (2015). The imitation game: Italy targets Canadian-made 'Italian' food”, The Globe and Mail, Canada.
  • Backhaus, P. (2007). Linguistic Landscapes. A Comparative Study of Urban Multilingualism, Tokyo. Clevedon–Buffalo–Toronto: Multilingual Matters Ltd. p.x, 158.
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  • Canali, G., De Filippis, F. (2013). L’agroalimentare italiano nel commercio mondiale. Specializzazione, competitività e dinamiche. Quaderno del Gruppo, Roma: Edizioni Tellus.
  • Caniato, M. (2019). Is Italian the Language of Fashion in Italy? A Study of the Use of Anglicisms and Gallicisms in Italian Fashion Articles. In Incontri, 31(2). p. 9-24
  • Carbonara, V., Pagliara, A. (2014). Italianismi nel panorama linguistico di Istanbul: Linguistic Landscape come risorsa didattica, LEND lingua e nuova didattica.
  • Chepkemoi, J. (2017). What Languages Are Spoken In Turkey. In WorldAtlas, Aug. 1, 2017, worldatlas.com/articles/what-languages-are-spoken-in-turkey.html.
  • Cembalo, L., Cicia, G., Del Giudice, T., Scarpa, R., Tagliafierro, C. (2008). Valutazione delle preferenze dei consumatori tramite modelli ad utilità stocastica, Progetto Mipaaf “Qualità Alimentare”, Rapporto di ricerca commissionato dal Mipaaf, Roma, Centro Stampa Università
  • Cenoz, J., Gorter, D. (2006). Linguistic Landscape and minority languages. The International Journal of Multilingualism 3: 67-80.
  • Chepkemoi, J. (2017). What Languages Are Spoken In Turkey. In WorldAtlas, Aug. 1, 2017, worldatlas.com/articles/what-languages-are-spoken-in-turkey.html.
  • Dagenais, D., Moore, D., Sabatier, C., Lamarre, P., Armand, F. (2009). Linguistic Landscape and language awareness. In Shohamy E. & Gorter D. (Eds.), Linguistic Landscape: Expanding the Scenery. 253-269. New York: Routledge/Taylor & Francis Group.
  • Dona, M. (2009). La spesa alimentare tra sicurezza, qualità e convenienza. Atti del Premio Vincenzo Dona, voce dei consumatori 2009. Milano: Franco Angeli.
  • Elia, A. (2019). Italian Fashion and Italian Sounding, in Eurasian Conference on Language And Social Sciences, April 26-28 2019, Antalya, Turkey.
  • Francioni, B., Albanesi G. (2017). The Italian Sounding Phenomenon: The Case Of Germany, The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 7 (1), 39-50.
  • Hickey, R. (2013). The Handbook of Language Contact. New York: Wiley-Blackwell.
  • Huebner, T. (2006). Bangkok's Linguistic Landscapes: Environmental Print, Codemixing and Language Change. International Journal of Multilingualism 3(1): 31-51. April 2006.
  • Krober, A. L. (1952). The nature of culture. Chicago: University of Chicago Press.
  • Landry, R. & Bourhis, R. Y. (1997). Linguistic landscape and ethnolinguistic vitality: an empirical study. Journal of Language and Social Psychology 16 (1): 23–49.
  • Masai, Y. (1972). Living map of Tokyo. Tokyo: Jiji Tsushinsha.
  • Matras, Y. (2009), Language Contact. Cambridge: Cambridge University Press.
  • Nye, J. S. (1990) Soft Power, Foreign Policy, No. 80, Twentieth Anniversary (Autumn, 1990), 153-171.
  • Pütz, M. , Mundt, N. (2019). Expanding the Linguistic Landscape: Linguistic Diversity, Multimodality and the use of space as semiotic resources. Bristol: Blue Ridge Summit Multilingual Matters.
  • Reh, M. (2004). Multilingual writing: A reader-oriented typology – with examples from Lira Municipality (Uganda). International Journal of the Sociology of Language 170, 1–41.
  • Robertson, R. (2018). Glocalization: time, space and homogeneity-heterogeneity. In The International Encyclopedia of Anthropology, Wiley Online Library.
  • Rosenbaum, Y., Nadel, E., Cooper, R.L., Fishman, J. (1977). English on Keren Kayemet street. In Fishman, J.A., Cooper, R.L., Conrad, A. W. (eds). The Spread of English, Rowley, MA: Newbury House, 179-196.
  • Roudometof, V. (2016). Glocalization: A Critical Introduction. London: Routledge.
  • Shohamy, E., Ben-Rafael E., Barni M. (2010). Linguistic Landscape in the city. Bristol: Multilingual Matters.
  • Testa, A. (2015). “From Bello to Biùtiful. What is happening to our Italian language?” in TED talks https://www.youtube.com/watch?v=Wr2YJoQeYsE
  • Testa, A. (2017). On Italy’s Soft Power: the Italian Language. La voce di New York. https://www.lavocedinewyork.com
  • Tulp, S. M. (1978). Reklame en tweetaligheid: Een onderzoek naar de geographische verspreiding van franstalige en nederlandstalige affiches in Brussel. (Commercials and bilingualism: A study into the geographic distribution of French and Dutch advertisements in Brussels). Taal en Sociale Integratie 1, 261-288.
  • Zeugner Roth, K., Diamantopoulos, A., Montesinos, A. (2008). Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study. In Management International Review, vol. 48, issue 5, 577-602.
  • Zoppetti A. (2017), Diciamolo in italiano - gli abusi dell’Inglese nel lessico dell’Italia e Incolla, Milano: Hoepli.

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

Year 2020, Issue: 18, 480 - 493, 21.03.2020
https://doi.org/10.29000/rumelide.706154

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).

References

  • Atkins, E. (2015). The imitation game: Italy targets Canadian-made 'Italian' food”, The Globe and Mail, Canada.
  • Backhaus, P. (2007). Linguistic Landscapes. A Comparative Study of Urban Multilingualism, Tokyo. Clevedon–Buffalo–Toronto: Multilingual Matters Ltd. p.x, 158.
  • Bagna, C., Barni M., (2007). La lingua italiana nella comunicazione pubblica/sociale planetaria, Studi italiani di linguistica teorica ed applicata 36(3): 529-553. Bertini Malagarini, P. 1994. L'italiano fuori d'Italia.
  • Ben-Rafael, E., Shohamy, E., Amara, M. H., Trumper-Hecht, N. (2006). Linguistic Landscape as symbolic construction of the public space: The case of Israel, International Journal of Multilingualism, 3(1), 7–30.
  • Canali, G., De Filippis, F. (2013). L’agroalimentare italiano nel commercio mondiale. Specializzazione, competitività e dinamiche. Quaderno del Gruppo, Roma: Edizioni Tellus.
  • Caniato, M. (2019). Is Italian the Language of Fashion in Italy? A Study of the Use of Anglicisms and Gallicisms in Italian Fashion Articles. In Incontri, 31(2). p. 9-24
  • Carbonara, V., Pagliara, A. (2014). Italianismi nel panorama linguistico di Istanbul: Linguistic Landscape come risorsa didattica, LEND lingua e nuova didattica.
  • Chepkemoi, J. (2017). What Languages Are Spoken In Turkey. In WorldAtlas, Aug. 1, 2017, worldatlas.com/articles/what-languages-are-spoken-in-turkey.html.
  • Cembalo, L., Cicia, G., Del Giudice, T., Scarpa, R., Tagliafierro, C. (2008). Valutazione delle preferenze dei consumatori tramite modelli ad utilità stocastica, Progetto Mipaaf “Qualità Alimentare”, Rapporto di ricerca commissionato dal Mipaaf, Roma, Centro Stampa Università
  • Cenoz, J., Gorter, D. (2006). Linguistic Landscape and minority languages. The International Journal of Multilingualism 3: 67-80.
  • Chepkemoi, J. (2017). What Languages Are Spoken In Turkey. In WorldAtlas, Aug. 1, 2017, worldatlas.com/articles/what-languages-are-spoken-in-turkey.html.
  • Dagenais, D., Moore, D., Sabatier, C., Lamarre, P., Armand, F. (2009). Linguistic Landscape and language awareness. In Shohamy E. & Gorter D. (Eds.), Linguistic Landscape: Expanding the Scenery. 253-269. New York: Routledge/Taylor & Francis Group.
  • Dona, M. (2009). La spesa alimentare tra sicurezza, qualità e convenienza. Atti del Premio Vincenzo Dona, voce dei consumatori 2009. Milano: Franco Angeli.
  • Elia, A. (2019). Italian Fashion and Italian Sounding, in Eurasian Conference on Language And Social Sciences, April 26-28 2019, Antalya, Turkey.
  • Francioni, B., Albanesi G. (2017). The Italian Sounding Phenomenon: The Case Of Germany, The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 7 (1), 39-50.
  • Hickey, R. (2013). The Handbook of Language Contact. New York: Wiley-Blackwell.
  • Huebner, T. (2006). Bangkok's Linguistic Landscapes: Environmental Print, Codemixing and Language Change. International Journal of Multilingualism 3(1): 31-51. April 2006.
  • Krober, A. L. (1952). The nature of culture. Chicago: University of Chicago Press.
  • Landry, R. & Bourhis, R. Y. (1997). Linguistic landscape and ethnolinguistic vitality: an empirical study. Journal of Language and Social Psychology 16 (1): 23–49.
  • Masai, Y. (1972). Living map of Tokyo. Tokyo: Jiji Tsushinsha.
  • Matras, Y. (2009), Language Contact. Cambridge: Cambridge University Press.
  • Nye, J. S. (1990) Soft Power, Foreign Policy, No. 80, Twentieth Anniversary (Autumn, 1990), 153-171.
  • Pütz, M. , Mundt, N. (2019). Expanding the Linguistic Landscape: Linguistic Diversity, Multimodality and the use of space as semiotic resources. Bristol: Blue Ridge Summit Multilingual Matters.
  • Reh, M. (2004). Multilingual writing: A reader-oriented typology – with examples from Lira Municipality (Uganda). International Journal of the Sociology of Language 170, 1–41.
  • Robertson, R. (2018). Glocalization: time, space and homogeneity-heterogeneity. In The International Encyclopedia of Anthropology, Wiley Online Library.
  • Rosenbaum, Y., Nadel, E., Cooper, R.L., Fishman, J. (1977). English on Keren Kayemet street. In Fishman, J.A., Cooper, R.L., Conrad, A. W. (eds). The Spread of English, Rowley, MA: Newbury House, 179-196.
  • Roudometof, V. (2016). Glocalization: A Critical Introduction. London: Routledge.
  • Shohamy, E., Ben-Rafael E., Barni M. (2010). Linguistic Landscape in the city. Bristol: Multilingual Matters.
  • Testa, A. (2015). “From Bello to Biùtiful. What is happening to our Italian language?” in TED talks https://www.youtube.com/watch?v=Wr2YJoQeYsE
  • Testa, A. (2017). On Italy’s Soft Power: the Italian Language. La voce di New York. https://www.lavocedinewyork.com
  • Tulp, S. M. (1978). Reklame en tweetaligheid: Een onderzoek naar de geographische verspreiding van franstalige en nederlandstalige affiches in Brussel. (Commercials and bilingualism: A study into the geographic distribution of French and Dutch advertisements in Brussels). Taal en Sociale Integratie 1, 261-288.
  • Zeugner Roth, K., Diamantopoulos, A., Montesinos, A. (2008). Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study. In Management International Review, vol. 48, issue 5, 577-602.
  • Zoppetti A. (2017), Diciamolo in italiano - gli abusi dell’Inglese nel lessico dell’Italia e Incolla, Milano: Hoepli.
There are 33 citations in total.

Details

Primary Language English
Subjects Linguistics
Journal Section Turkish language, culture and literature
Authors

Antonella Elia This is me 0000-0002-6019-7349

Publication Date March 21, 2020
Published in Issue Year 2020 Issue: 18

Cite

APA Elia, A. (2020). Italianisms and Italian sounding in the business language: The case of Istanbul linguistic landscape. RumeliDE Dil Ve Edebiyat Araştırmaları Dergisi(18), 480-493. https://doi.org/10.29000/rumelide.706154