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Affective atmospheres, culture, and commodified translanguaging: decoding Chinese small and micro entrepreneurs' naming strategies from the perspective of linguistic landscapes
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DOI：10.1080/14664208.2026.2642896.png)
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Abstract
En 中文
In recent years, the Chinese people have been encouraged by the policy of Mass Entrepreneurship and Innovation to engage in entrepreneurship on a small- or micro- scale. In this process, the entrepreneurs need to name their businesses; the micro-level language planning involved has not been adequately explored in research. By observing businesses in two streets in Liyang city, Jiangsu province, East China, the researchers examined the naming strategies of a cohort of small and micro-entrepreneurs. We found their business names, as their private linguistic landscapes, reflect lived experiences and personal emotions, and are aimed at producing a positive affective atmosphere for business retailing. A detailed analysis of these signs and interview data reveals that Chinese traditional and ethnic cultures, as well as the English language, are mobilized in these linguistic landscapes. Translanguaging practices are revealed in the business owner's use of their entire linguistic repertoire. The commodified language practices reflect their innovation, affect, and agency, and actively play a role in attracting customers. The study explores the value and diversity of naming strategies and affective atmospheres in these linguistic landscapes and offers recommendations for small and micro-entrepreneurs' naming planning. It contributes to current studies in business-oriented multilingual/translanguaging landscapes in the field of micro-level language planning.
Keywords:
Small and micro entrepreneurs
affective atmosphere
naming strategies
linguistic landscape
micro language planning
language commodification
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