Managing multilingualism in a tourist area during the COVID-19 pandemic

Intense mobility of people and languages driven by tourism, which propels “cultural transformation of places” (Urry, 1995:2) across the world, is manifested in their linguistic landscapes through varying regimes of multilingualism. Linguistic landscapes, which render themselves for “visual consumption” (Urry, 2005), emerge from the sedimentation and synchronization of diachronic semiotic processes which index current societal developments. The recent period of the COVID-19 pandemic has had a noticeable impact on linguistic landscapes globally through the emergence of a noticeable and coherent layer of pandemic regulatory signage. In a longitudinal study covering the period between the outbreak of the pandemic in March 2020 to its decline in August 2022, we trace the implementation of regulatory measures in a highly frequented tourist region in Slovakia whereby the actors involved in the tourist industry implemented the official pandemic legislature aimed at preventing the spread of the disease. Our overall goal is to explore the management of “pandemic regulatory discourse”, i.e., how producers of regulatory signage manage multimodal resources to convey their authority and stance towards regulations, to legitimize regulatory measures, and to ensure compliance with them. The study is grounded in the theoretical-methodological approaches of ethnographic linguistic landscape studies, geosemiotics, sociolinguistics of globalization, sociopragmatics, and language management theory.