Funny words on the screen: Exploring linguistic authority through subtitling practices

Abstract

AbstractLinguistic authority, though generally understood as the right claimed by some people and institutions to regiment language use and representation, has also been conceptualized as the power of languages to command respect and attention from community members. To explore these two aspects of linguistic authority, this article examines how the producers of a popular Chinese talk show use on‐screen text to construct authority both for themselves and for Putonghua (standard Mandarin) in situated moments of interaction. It focuses on an episode of the show in which the Putonghua‐speaking host interviews a Hong Kong actor/director known for his Gangpu (Hong Kong Mandarin). Through the strategic use of traditional subtitles and impact captions, the show's producers position themselves as anonymous listening subjects who not only provide running commentary on what viewers hear, but also contrast Putonghua with Gangpu and Cantonese, and affirm its legitimacy by presenting it as the unmarked, anonymous language against which these minoritized varieties are compared. To fully understand the (de)legitimation of linguistic authority in media productions, we need to consider both aspects of linguistic authority, examine how they are connected to each other, and attend to the array of contrasting relations that subtitling practices create among linguistic varieties.