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Article published In: Linguistic Landscape
Vol. 7:1 (2021) ► pp.60–85

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Sitting on the fence

A geosemiotic analysis of school perimeters

Published online: 21 December 2020
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https://doi.org/10.1075/ll.19024.sym
Abstract
Analysis of the Linguistic Landscape of schools has by and large concentrated on that in classrooms rather than that mounted on their boundaries, on their perimeter architecture. In the last decade, this architecture has become a rich site for semiotic expression, where schools project not just their own brand but also that of enterprises that sponsor and support them. Following an extensive analysis of the advertisements, signs, and banners around schools located in the inner-west of Sydney, Australia, this paper argues that their presence is emblematic of the neo-liberalist imperatives that now impel education and that is evident in the need for government schools to bolster their income streams and student enrolments. Hence comes the pressure for schools to advertise their qualities and attraction to their communities using a range of semiotic devices, including electronic message boards.
Résumé
L’analyse du paysage linguistique des écoles s’est pour l’essentiel concentrée sur celui des salles de classe et non sur celui les délimitant, leur architecture périmétrique. Au cours des dix dernières années, cette architecture est devenue un site riche en expression sémiotique : les écoles y projettent non seulement leur propre image, mais aussi celle des entreprises qui les parrainent et les soutiennent. Après une analyse approfondie des publicités, enseignes et banderoles des écoles situées dans la région Inner West de la ville de Sydney, en Australie, cet article soutient que leur présence est emblématique des impératifs néolibéralistes qui impactent désormais l’enseignement, ce qui se reflète de façon marquée par la nécessité des écoles publiques de multiplier leurs flux de recettes et les inscriptions d’étudiants. Ces impératifs expliquent la pression exercée sur les écoles pour que celles-ci promeuvent leurs qualités et leur attrait auprès de leurs communautés à travers différents dispositifs sémiotiques, dont les panneaux d’affichage électroniques.
Article outline
  • 1.Introduction
  • 2.A brief excursus on policy
  • 3.Method of investigation
  • 4.Remote control
  • 5.Border crossings
  • 6.Noticing schools
  • 7.On and off the rails
  • 8.Not sitting on the fence
  • 9.Discussion and conclusions
  • Acknowledgements
  • Notes
  • References
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