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In:Linguistic Landscape in the Spanish-speaking World
Edited by Patricia Gubitosi and Michelle F. Ramos Pellicia
[Issues in Hispanic and Lusophone Linguistics 35] 2021
► pp. 269–292

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Chapter 10
Languages to buy and sell

Business names and linguistic diversity in a central Peninsular community

 | University of Salamanca
Published online: 29 July 2021
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https://doi.org/10.1075/ihll.35.10aij
Abstract
This chapter is concerned with linguistic diversity in business names across the Spanish town of Salamanca. Going from the urban center to the periphery, it examines three areas that are relatively differentiated according to average household income and immigrant population rate, among other indicators. The analysis shows that the use of English and other European languages is characteristic of the highly commercially-oriented town center, while the most peripheral area shows the emergence of Arabic and dialectal features of Latin American Spanish, in line with recent migratory flows. Business names in the intermediate area sometimes combine Spanish and English features. The results are qualitatively interpreted as being indexical of three different metaphorical directions of language choice, namely outward, upward and inward.
Article outline
  • Introduction: Multilingualism in Peninsular Spanish urban landscapes
  • The community and the three urban areas
  • Methodology and data
    • Names, descriptors, and additional materials
    • The data and their coding
  • The quantitative distribution of languages across the commercial landscape
  • The CS area: Outward diversity
  • The LA area: Upward diversity
  • The GG area: Inward diversity
  • Conclusions
  • Notes
  • References
References (30)
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