Pinyin or English? Navigating identity and intelligibility in China’s linguistic landscape

Abstract

This study examines public perceptions of replacing English with Pinyin on subway signs, a shift that occurred in China in 2022. Drawing on 2,064 comments collected from Bilibili, a popular Chinese social media platform, it explores how public attitudes toward the change reflect tensions among cultural identity, globalization, and practical concerns. The analysis revealed that negative responses predominated (60.90%), with concerns centering on cultural misrepresentation and reduced international intelligibility. In contrast, positive comments (32.36%) highlighted Pinyin’s role in promoting cultural identity, resisting English dominance, and enhancing accessibility for domestic users. The findings reveal a clear divergence between top-down policy and public sentiment, as well as an emerging sense of pluralistic ownership of English. They also highlight the semiotic ambiguity of Pinyin, which functions as a symbol of local identity and as a system aligned with global norms. The study underscores the need to balance symbolic aspirations with functional usability and calls for more inclusive and standardized approaches to language planning in multilingual urban settings.