{"id":70772,"date":"2023-11-20T00:18:55","date_gmt":"2023-11-20T05:18:55","guid":{"rendered":"https:\/\/world.edu\/?p=70772"},"modified":"2023-11-20T00:18:55","modified_gmt":"2023-11-20T05:18:55","slug":"%d9%85%d8%b1%d8%ad%d8%a8%d8%a7-is-all-around-where-is-our-linguistic-landscape-going","status":"publish","type":"post","link":"https:\/\/world.edu\/%d9%85%d8%b1%d8%ad%d8%a8%d8%a7-is-all-around-where-is-our-linguistic-landscape-going\/","title":{"rendered":"\u0645\u0631\u062d\u0628\u0627 is all around: where is our linguistic landscape going?"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-70773\" src=\"https:\/\/world.edu\/wp-content\/uploads\/2023\/11\/FreshMetro.jpeg\" alt=\"\" width=\"680\" height=\"383\" srcset=\"https:\/\/world.edu\/wp-content\/uploads\/2023\/11\/FreshMetro.jpeg 680w, https:\/\/world.edu\/wp-content\/uploads\/2023\/11\/FreshMetro-250x141.jpeg 250w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><br \/>\nIt turns out that this Saturday they open a new\u00a0<em>pop-up store<\/em>\u00a0in the center, and in two weeks the\u00a0<em>Christmas market<\/em>\u00a0begins , and what better time than Christmas to have a\u00a0<em>gourmet experience<\/em>\u00a0like the one advertised by a department store.\u00a0The italics accuse us of the foreign origin of these terms that many of us, as readers, already identify as our own.\u00a0They are part of our daily lives, especially in urban contexts.<\/p>\n<p><em>Pop-up store<\/em>\u00a0or\u00a0<em>gourmet experience<\/em>\u00a0are examples of the current linguistic landscape that is so much to talk about, and not only for those of us who are dedicated to language.\u00a0We define it as the set of linguistic expressions that are in our environment.\u00a0We will refer here to written expressions, but the range is much broader (symbols, pictograms, sounds, etc.).<\/p>\n<p>Often, the function of the message determines the context in which these expressions are found, but the combinations of messages in public or private spaces are infinite, hence the complexity (and attractiveness) of the linguistic landscape.<\/p>\n<h4><strong>Multilingual linguistic landscapes<\/strong><\/h4>\n<p>Thus, on the one hand, we have signage in two or more languages \u200b\u200bin bilingual, multilingual contexts or in those places where the presence of tourists or commercial flow is high (Office de tourisme,\u00a0<em>departures<\/em>\u00a0,\u00a0<em>centro<\/em>\u00a0citt\u00e1\u00a0<em>,<\/em>\u00a0etc.).\u00a0The context and symbolism that usually accompanies these terms complement the information that the written words offer and facilitate the interpretation of the messages.<\/p>\n<p>Secondly, the linguistic landscape reflects the interest of companies and brands in making their products and services known, and leading us to consume them.\u00a0Here we find examples that come to us from advertising and that, with greater or lesser ingenuity, use another language as a call for attention.<\/p>\n<h4><strong>Bilingual word games<\/strong><\/h4>\n<p>Sometimes, word games are created by combining two or more languages, as in the case of \u00bf\u00a0<em>Do you come out<\/em>\u00a0or come in?\u00a0This question, addressed to the customer from the window, plays with the ambiguity derived from the same linguistic sign that can be interpreted in Spanish (verb to leave) or in English (sales).\u00a0The context and information about clothing discounts help construct the relevant meaning.<\/p>\n<p>This practice has been taken to unexpected extremes in terms of extension and impact, such as in the case of prioritizing the use of English over Spanish when labeling establishments in Spain and informing about their products.<\/p>\n<p>At the end of 2022,\u00a0<a href=\"https:\/\/elpais.com\/espana\/madrid\/2022-10-09\/the-great-way-of-madrid-la-calle-donde-el-65-de-los-comercios-ignora-el-espanol.html\">a journalistic investigation<\/a>\u00a0sounded the alarm in this regard: on Gran V\u00eda in Madrid, 65% of the establishments \u201chave English names or use messages in that language without translating it, as if it were another native language.\u201d<\/p>\n<p>We can ask ourselves if this is another consequence of the globalization present in the center of many large cities.\u00a0Is this linguistic choice justified by tourism in the central area or by the majority use of English as an international language?<\/p>\n<h4><strong>Why English?<\/strong><\/h4>\n<p>The example of Madrid&#8217;s Gran V\u00eda reflects a common situation that languages \u200b\u200bin contact currently experience in numerous urban centers.\u00a0However, the obvious presence of English, a language of international prestige, generates all kinds of reactions, also negative, regarding the status of languages, linguistic domination or even possible assimilation.<\/p>\n<p>However, the visibility of some languages \u200b\u200bover others is not directly related to the presence of said linguistic groups in a given context, but rather reflects the choice to use a language for different reasons: internationality, aesthetics or prestige, among others.<\/p>\n<h4><strong>Personal linguistic landscape<\/strong><\/h4>\n<p>The linguistic landscape does not always respond to a message issued by a group;\u00a0Thus, the labeling, graffiti and urban art that we find in public spaces show this.\u00a0In these cases, choosing one language or another as a means of individual expression is part of personal identity and the need for communication in a specific situation, at a specific time.<\/p>\n<p>The examples we find around us can be more or less explicit:\u00a0<em>Shame<\/em>\u00a0;\u00a0<em>create<\/em>\u00a0;\u00a0<em>star<\/em>\u00a0;\u00a0<em>love<\/em>\u00a0, and reflect issues of all kinds (personal, social or political, among others):\u00a0<em>better together, freedom, forza Napoli, peace and love<\/em>\u00a0&#8230;<\/p>\n<p>In almost every urban corner we find examples of linguistic landscapes where different languages \u200b\u200bgradually take over the space around us.\u00a0If we pay attention to neighborhood stores, for example, we will see posters and signs in Arabic or Chinese, unthinkable a few decades ago.<\/p>\n<p>We don&#8217;t understand them, but we give them meaning and unintentionally give the store or restaurant more authenticity.\u00a0The languages \u200b\u200bof these establishments also reflect the incorporation of different population groups that speak other languages, making our society an increasingly multilingual and multicultural place.\u00a0Sociolinguistics and demolinguistics give a good account of these processes.<\/p>\n<p>In short, the presence of different languages \u200b\u200bin our environment invites us to understand the world in another way, to make sense of what surrounds us from a perspective that is based on cultural and multilingual diversity.<\/p>\n<p>We ask ourselves: where is the linguistic landscape going?\u00a0Now is a good time for us to find answers.\u00a0We can do it because, as one brand said a few years ago:<br \/>\n<em><em>It is autumn.\u00a0You are power.<\/em><\/em><\/p>\n<p><em><strong>Author Bio:<\/strong> Beatriz Lopez Medina is a Training Teacher for Bilingualism and Teaching of Foreign Languages. Quality Technician in Higher Education at the Complutense University of Madrid<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It turns out that this Saturday they open a new\u00a0pop-up store\u00a0in the center, and in two weeks the\u00a0Christmas market\u00a0begins , and what better time than Christmas to have a\u00a0gourmet experience\u00a0like the one advertised by a department store.\u00a0The italics accuse us of the foreign origin of these terms that many of us, as readers, already identify [&hellip;]\n&hellip; <a href=\"https:\/\/world.edu\/%d9%85%d8%b1%d8%ad%d8%a8%d8%a7-is-all-around-where-is-our-linguistic-landscape-going\/\" class=\"more\">learn more&rarr;<\/a><\/p>","protected":false},"author":33,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[434722],"coauthors":[11733],"class_list":["post-70772","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-linguistic-landscape"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u0645\u0631\u062d\u0628\u0627 is all around: where is our linguistic landscape going? 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