A1 Journal article (refereed)
Conditions of commodification : Russian as a transient commodity in an Arctic tourism resort (2022)

Muth, S., & Strömmer, M. (2022). Conditions of commodification : Russian as a transient commodity in an Arctic tourism resort. International Journal of the Sociology of Language, Early online. https://doi.org/10.1515/ijsl-2021-0060

JYU authors or editors

Publication details

All authors or editors: Muth, Sebastian; Strömmer, Maiju

Journal or series: International Journal of the Sociology of Language

ISSN: 0165-2516

eISSN: 1613-3668

Publication year: 2022

Publication date: 23/09/2022

Volume: Early online

Publisher: Mouton De Gruyter

Publication country: Germany

Publication language: English

DOI: https://doi.org/10.1515/ijsl-2021-0060

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/83340


Based on an ethnography incorporating interview, linguistic landscape and observational data, this research illustrates how temporary linguistic value is negotiated and how an Arctic tourism destination is made fit for consumption for a specific audience. Set within a tourism resort in the Finnish Arctic during two weeks in Winter when the region habitually receives a large influx of Russianspeaking visitors, we illustrate how Russian is conceptualized as a means of economic practice by stakeholders in the local tourism industry. While some offer services specifically for a Russian-speaking audience as part of a short-term highrisk/high-reward investment, others regard Russian as an expression of a negative niche market that compromises the overall image of the Arctic as a global tourism destination. We discuss these different understandings of commodity value and highlight, how stakeholders in the local tourism economy imagine and discursively construct Russian-speaking tourists. In doing so, this paper aims to contribute to a better understanding of the conditions of language commodification and the processes involved in the valuation and devaluation of linguistic resources within temporary linguistic markets.

Keywords: tourism; multilingualism; arctic region; productisation

Free keywords: Arctic; commodification; multilingualism; Russian; tourism mobility

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JUFO rating: 2

Preliminary JUFO rating: 2

Last updated on 2023-10-01 at 13:58