Towards a procedure for analysing the virtual linguistic landscape
DOI:
https://doi.org/10.14393/DLv18a2024-25Keywords:
Virtual linguistic landscape, Visual hierarchy, Cyberethnography, Gestalt, UsabilityAbstract
In this paper we study how virtual space broadens the horizons of the physical linguistic landscape and creates a new environment with its own behaviour that affects the communicative sphere. We then review various analytical tools and guidelines from different domains and disciplines, which we consider useful when approaching virtual linguistic landscape research: firstly, the extension of the ethnographic methodology of PL to the digital medium, which leads to a combined system of systematic observation and interpellation of the agents involved. Second, we introduce the concepts of visual salience and visual hierarchy, usually linked to other spheres of knowledge, to explain the visual rhetoric of digital texts. Finally, we extend the application of Gestalt laws to the virtual linguistic landscape. In a complementary way, we propose the use of heuristic evaluation to determine whether the degree of usability of web supports can interfere with their reading and, therefore, with their interpretation. The analysis shows that the application of these techniques, in isolation or overlapping, provides points of support for the study of the virtual linguistic landscape.
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