Final published version
Licence: CC BY: Creative Commons Attribution 4.0 International License
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
TY - JOUR
T1 - Conditions of commodification
T2 - Russian as a transient commodity in an Arctic tourism resort
AU - Muth, Sebastian
AU - Strömmer, Maiju
PY - 2023/5/25
Y1 - 2023/5/25
N2 - Based on an ethnography incorporating interview, linguistic landscape and observational data, this research illustrates how temporary linguistic value is negotiated and how an Arctic tourism destination is made fit for consumption for a specific audience. Set within a tourism resort in the Finnish Arctic during two weeks in Winter when the region habitually receives a large influx of Russian-speaking visitors, we illustrate how Russian is conceptualized as a means of economic practice by stakeholders in the local tourism industry. While some offer services specifically for a Russian-speaking audience as part of a short-term high-risk/high-reward investment, others regard Russian as an expression of a negative niche market that compromises the overall image of the Arctic as a global tourism destination. We discuss these different understandings of commodity value and highlight, how stakeholders in the local tourism economy imagine and discursively construct Russian-speaking tourists. In doing so, this paper aims to contribute to a better understanding of the conditions of language commodification and the processes involved in the valuation and devaluation of linguistic resources within temporary linguistic markets.
AB - Based on an ethnography incorporating interview, linguistic landscape and observational data, this research illustrates how temporary linguistic value is negotiated and how an Arctic tourism destination is made fit for consumption for a specific audience. Set within a tourism resort in the Finnish Arctic during two weeks in Winter when the region habitually receives a large influx of Russian-speaking visitors, we illustrate how Russian is conceptualized as a means of economic practice by stakeholders in the local tourism industry. While some offer services specifically for a Russian-speaking audience as part of a short-term high-risk/high-reward investment, others regard Russian as an expression of a negative niche market that compromises the overall image of the Arctic as a global tourism destination. We discuss these different understandings of commodity value and highlight, how stakeholders in the local tourism economy imagine and discursively construct Russian-speaking tourists. In doing so, this paper aims to contribute to a better understanding of the conditions of language commodification and the processes involved in the valuation and devaluation of linguistic resources within temporary linguistic markets.
U2 - 10.1515/ijsl-2021-0060
DO - 10.1515/ijsl-2021-0060
M3 - Journal article
VL - 2023
SP - 103
EP - 127
JO - International Journal of the Sociology of Language
JF - International Journal of the Sociology of Language
SN - 0165-2516
IS - 281
ER -