Urban ecological semiotics: evidence from Novi Sad and Sofia
Urban ecological semiotics: evidence from Novi Sad and Sofia

Summary/Abstract: In this article, I highlight the relevance of contemporary urban ecological semiotics. In this context, I demonstrate the significance of the green colour in interaction with language elements in two cities of South-Eastern Europe: Novi Sad in Serbia and Sofia in Bulgaria. Starting with a general part, I present the symbolic power of the colouronym “green” in the context of natural phenomena. Then I introduce the research tradition of Semiotic Landscapes, on which the study is based in terms of methodology. The theory of Semiotic Landscapes questions the interaction of language, visual, and other impressions. I evaluate six concrete examples which combine shades of green with language use. Analysing these examples, I show the meaning of the colour “green” in the respective context, and I discuss this against the background of urban reality. Finally, I summarise the findings and argue that using green colour in combination with linguistic units is primarily associated with positive qualities in both urban centres.

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