A Preliminary Study on Urban Language Landscape in the Field of Public Service from a Multimodal Perspective

本论文以新疆乌鲁木齐市国际大巴扎为研究对象，采用质性与量化结合的方法，探讨多模态视角下的语言景观。介绍新疆地区语言使用情况并阐述了大巴扎多模态语言景观现状，包括不同类型标牌比例、优先语言判定、图像模态和声音模态特点等，并针对现状提出深入挖掘民族文化元素、增加互动性语言景观、强化语言服务和管理、融合新兴技术等建议对策，以提升大巴扎景区游客体验及乌鲁木齐市文化软实力，传承创新中华文化。This thesis takes the International Grand Bazaar in Urumqi, Xinjiang as the research object, and adopts the method of combining qualitative and quantitative research to explore the language landscape from a multimodal perspective. It introduces the language use situation in Xinjiang region and expounds on the current situation of the multimodal language landscape in the Grand Bazaar, including the proportion of different types of signs, the determination of the priority language, and the characteristics of the image modality and the sound modality, etc. In view of the current situation, it proposes countermeasures and suggestions such as in-depth excavation of ethnic cultural elements, increasing interactive language landscapes, strengthening language services and management, and integrating emerging technologies, so as to enhance the tourist experience in the Grand Bazaar scenic area and the cultural soft power of Urumqi, and inherit and innovate Chinese culture.