Understanding ethnic visibility through language use: the case of Taiwan Hakka

Abstract

This study investigates how the ethnic visibility of Taiwan Hakka is improved through language use. The usage of a unique Hakka symbolic code <nganggiang stiff neck> is focused on. Based on data from the four Taiwan major newspapers, an analysis with text techniques shows that the code emerges along with social-political developments in Taiwan, with its meaning turning from negative to positive connotation. Its frequency is highly correlated with major political events in Taiwan, with peaks during the two or three years before presidential elections. It illustrates semiotic innovation, extending from Hakka to Hakka non-human, to non-Hakka, and to non-Hakka non-human frames. The salient image it creates increases Hakka ethnic visibility and enhances their ethnic identity. A significant implication is that minority ethnic groups can employ a unique symbolic code, empowering it with positive connotation. Through extensive language use, its representation can raise their ethnic visibility and enhance their ethnic identity. © 2016 Informa UK Limited, trading as Taylor & Francis Group.