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Article published In: Linguistic Landscape
Vol. 11:1 (2025) ► pp.76–102

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An ethnographic Linguistic Landscape analysis of a Berlin street market

Exploring language attitudes through market signs

ORCiD logo with link | Humboldt-Universität zu Berlin
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Available under the Creative Commons Attribution (CC BY) 4.0 license.

For any use beyond this license, please contact the publisher at rights@benjamins.nl.

Open Access publication of this article was funded through a Transformative Agreement with Humboldt-Universität zu Berlin.

Published online: 26 November 2024
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https://doi.org/10.1075/ll.22031.dum
Abstract
This study investigates the diverse Maybachufer Market in Berlin using an ethnographic Linguistic Landscape (LL) analysis that integrates quantitative and qualitative approaches. The paper focuses on the complex interplay between social dynamics at the macro-, meso-, and micro-levels and language use in this multilingual and multiethnic urban space. The market signs mirror social and spatial settings and relevant language attitudes. The linguistic choices are shaped by and oriented towards (1) national language ideologies despite the multilingual and multiethnic environment; (2) dominant market languages; and (3) commercial gain, targeting specific customers and enhancing marketing strategies. By focusing on language attitudes and language use on market signs, this paper provides insights into the semiotic relevance of signs, societal language ideologies, and local communicative practices in multiethnic urban settings, contributing to the broader discourse on societal multilingualism and the benefits of ethnographic LL analyses in capturing the essence of diverse urban spaces.
Abstrakt
In dieser Untersuchung wird der diverse Maybachufer-Markt in Berlin anhand einer ethnographischen Analyse der Linguistic Landscape (LL) erforscht, die quantitative und qualitative Methoden kombiniert. Der Aufsatz konzentriert sich auf das komplexe Zusammenspiel von sozialen Dynamiken auf Makro-, Meso- und Mikroebene und dem Sprachgebrauch in diesem multilingualen und multiethnischen urbanen Raum. Die Marktschilder reflektieren soziale und räumliche Gegebenheiten sowie relevante Spracheinstellungen. Die sprachlichen Entscheidungen werden geprägt von und orientieren sich an (1) nationalen Sprachideologien trotz der multilingualen und multiethnischen Umgebung, (2) dominanten Marktsprachen und (3) kommerziellen Interessen, wobei gezielt bestimmte Kundengruppen angesprochen und Marketingstrategien verstärkt werden. Durch die Fokussierung auf Spracheinstellungen und den Sprachgebrauch auf Marktschildern bietet dieser Aufsatz Einblicke in die semiotische Bedeutung der Schilder, gesellschaftliche Sprachideologien und lokale kommunikative Praktiken in multiethnischen urbanen Settings. Er trägt damit zum breiteren Diskurs über gesellschaftliche Mehrsprachigkeit bei und verdeutlicht die Vorteile ethnografischer LL-Analysen zur Erfassung des Wesens vielfältiger urbaner Räume.
Article outline
  • 1.Introduction
  • 2.Conceptual orientation and theoretical underpinnings
  • 3.Social and historical context in the research area
    • 3.1Macro-level — Language ideologies and perceptions in Germany
    • 3.2Meso-level — Maybachufer Market and ethnolinguistic diversity
  • 4.Methodology
    • 4.1Data
    • 4.2Categorisation and evaluation
    • 4.3Triangulation
  • 5.Findings
    • 5.1Market signs
    • 5.2Languages in the LL of the market
    • 5.3Language Mixing and Variation
    • 5.4Written vs. spoken language
    • 5.5Language distribution, micro-ecologies, and targeted language use
  • 6.Discussion
  • 7.Conclusions
  • Notes
  • References
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