A Research Proposal Based on the Spread of Putonghua and Language Attitude Changes in Shanghai and Guangzhou, China

Miao Luyang

School of English Studies, Xi'an International Studies University

Abstract：

This research proposal is based on a critical review of Professor Zhou Minglang's (2001) study on Mandarin promotion and language attitude change in Shanghai and Guangzhou. Zhou’s work shows the rigor of the method through the combination of direct measurement (attitude/ motivation test combination) and indirect measurement (matching camouflage experiment), and also reveals that the classical dichotomy of “social status and group solidarity” is actually not so clear, but it still has limitations such as cross-sectional design, too single student sample, and lack of attention to digital situations. In order to make up for these deficiencies and cope with the new changes in the information age, this study proposes a longitudinal comprehensive evaluation survey focusing on Shanghai, Guangzhou and Shenzhen. It is planned to use a large-scale questionnaire (including a revised attitude scale and an online matching test), combined with qualitative methods such as in-depth interviews and digital ethnography, with 1500 local young people aged 18 to 30 as subjects. Four research questions are used to guide this study: language attitude, online and offline practice, change mechanism, and inter-city comparison. Expected results include: refining the theory of language attitude in the digital age, assessing current language policies, and providing an empirical reference for the education and cultural sectors.

Key Words：

Mandarin promotion; language attitude; digital ethnography; longitudinal comprehensive evaluation; inter-city comparison