Language Planning and Mass Media-A Case Study of "Speak Mandarin Campaign"

語言規劃與大眾傳播媒體－以說中文運動為例

彭瑞怡(Jui-I Peng)

《高應科大人文社會科學學報》 1卷 (2004/07) Pp. 123-143

https://doi.org/10.29888/KUASJHSS.200407.0007

摘要

在一國的整體發展中，人民所得高低、基礎建設的推行、社會福利政策的完善，常是顯而易見的評判標準。在諸多國家發展政策中，語言規劃常為人所忽視，但語言規劃在建立或鞏固族群意識，甚或推行經濟發展的過程中，卻扮演著極為重要的角色，這種現象在新興國家中尤為明顯。在社會語言學的架構下，本研究計畫目的在藉由探討新興國家－新加坡長達二十年之久的說中文運動，和當地大眾傳播媒體的相互關係，凸顯決策者在規劃語言政策背後隱含的多重政治經濟考量。同時也探討該語言政策在報紙、電視，及網路等媒體運用上的策略，進一步分析此一運動的成效，以及其規劃的盲點所帶來的負面影響。藉此提供相關理論之實證研究，並提供語言政策規劃時的參考。

關鍵字

語言規劃 ； 大眾傳播媒體 ； 說中文運動

並列摘要

This article discusses certain basic concepts about language planning. By describing how a language policy being implemented with many modes of language promotions, with focus on mass media, the author questions the assumption that language planning functions as problem-solving, and argues that unintended consequences can lead to the shift of language choices and might offset the advantages of the language planning. This article gives an overview of the case in ”Speak Mandarin Campaign” in Singapore, and concludes that this language planning activity is not simply motivated by communication needs, but rather to pursue social, economic, and political interests. By discussing the underlying motivation of this language-planning activity, the author takes a closer look at this phenomenon and suggests that a more sophisticated understanding should be undertaken to expand the scope of language planning.

並列關鍵字

Language Planning ； Speak Mandarin Campaign ； Mass Media