In the era of globalization, language and culture are increasingly constructed as marketable assets with symbolic and economic value. This paper examines the commodification of the Naxi language in ethnic tourism in Yunnan, China, focusing on how traditional linguistic elements, the Dongba script, are repurposed to attract tourists and generate economic benefits. Using content analysis and symbolic economy theory, this study investigates the artistic integration of traditional language into cultural and creative products, as well as the role of linguistic landscape in reshaping people’s perception of language and amplifying the symbolic value of minority languages.

Language commodification;Symbolic economy;Dongba script;Ethnic tourism;Cultural products;Linguistic landscape;Naxi language

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DOI： https://doi.org/10.62639/sspjiss20.20250203

Published： 2025