TITLE:
Research on the Current Situation and Optimization Strategies of the Linguistic Landscape of Shaoxing Yellow Wine Culture from the Perspective of Intangible Cultural Heritage
AUTHORS:
Liying Yu, Yanfei Shen, Siqi Ni, Jingyi Xu, Yueqi Wang, Yuxuan Jiang
KEYWORDS:
Linguistic Landscape, Intangible Cultural Heritage, Culture Inheritance
JOURNAL NAME:
Open Access Library Journal,
Vol.13 No.4,
April
14,
2026
ABSTRACT: As a ubiquitous linguistic symbol in modern society, linguistic landscape has become an emerging and popular research topic in the field of sociolinguistics. Against the background of the dissemination and inheritance of intangible cultural heritage (ICH), this project takes Shaoxing wine culture as a sample to examine the current state of the linguistic landscape throughout the entire production-dissemination-consumption chain both online and offline. It deeply explores the characteristics of the linguistic landscape, aims to optimize the local linguistic landscape, innovate multimodal linguistic landscapes, promote the construction of the local linguistic landscape, enhance the effectiveness of the local linguistic landscape in spreading Shaoxing yellow wine culture, support brand upgrading, and drive local economic development.