Huawen xuexiao in Italia: un focus su denominazione e identità visuale

Del Bono, Andrea; Caschera, Martina; Gottardo, Maria

Huawen xuexiao in Italia: un focus su denominazione e identità visuale

Andrea Del Bono, Martina Caschera, Maria Gottardo

Chinese heritage schools (huawen xuexiao 华文学校) are important cultural outposts for understanding the evolution of the Chinese diaspora experience in Italy, where they are defined as a rapidly growing phenomenon that is strengthening its organisational dynamics. This article presents a linguistic and semiotic analysis of the names and logos chosen by ten of these schools to convey their identity and pedagogical mission within several Italian territories. By revealing how the characteristics and management methods of these schools are made visible by specific linguistic and visual choices, the aim is to illustrate the different ways in which Chinese language and culture are conveyed through naming operations. Furthermore, the complexity of the transnational processes of building China-Italy-world relationships between the cultural imaginary of the place of departure and that of the place of arrival is highlighted.

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