“Bojos” for English: Lleida’s globalization is here to stay (Yolanda Herreruela, Marina Solsona, Avril Trilla)

1. INTRODUCTION

The token under analysis is a banner from a copy services shop, which falls under the domain activity of commerce

(see Figure 4 below). Furthermore, it is noticeable that this is a commercial type of sign, as its purpose is to 

generate money by using it to advertise the business. This banner hangs on a wall in a bottom-up manner, 

written in Catalan, English and Spanish; therefore it is monoglossic as it only has one alphabet, the Roman script.

Reading “Copi ràpid”, “Bojos pels preus baixos”, “copisteria” and “Lowcost”, we can appreciate that the main languages are Catalan and English in an informal style as well as being intra-sentential because it is the combination of the two languages in an unconventional manner within the same sentence. Even though there is just one word in English, as it is part of the name of the company it is more relevant and therefore, we can consider it a main language as well. Continuingly, with the usage of the words “Impresiones gran formato” and “precios economicos" on the facade of the shop we can see that the secondary language is Spanish.

The primary objectives of this language landscaping project are to develop our awareness of the roles and uses of both multilingualism and English as a global language as multilingual and multicultural citizens (dedicated individuals) and to use the instruments necessary to generate information on the above-mentioned sociolinguistic phenomena. More precisely, this research aims to investigate the process of Lleida's Englishization by analyzing the ways in which the English language is becoming more prevalent and is being incorporated and assimilated into the city's street culture, and as part of the linguistic repertoires of the city.

    2. CONTEXTUALISATION

Our Linguistic Landscape is situated in the city of Lleida, in Universitat’s neighborhood. It is specifically located at number 25th of Ramon y Cajal Street, which intersects with Maragall Street.

Figure 1

Source: Google Maps (28th of March)

Situated in the city centre, the neighbourhood borders the historic “Casc Antic”. Its historical significance 

is evident in its lack of modern, tourist-oriented amenities, which is reflected in its establishments, including: 

Martin Advocats (see figure 2), Finques Esteve, and Perruqueria Nicolàs (see Figure 3). Notably, these 

establishments use Catalan (or else Spanish) in their branding, signalling a commitment to preserving local identity. 

Figure 2: Surroundings (1)

Source: Photo taken by the authors of the blog. 28th of March 2024

Figure 3: Surroundings (2)

Source: Photo taken by the authors of the blog. 28th of March 2024

Moreover, the area is home to the University Rectorate. Despite not being traditionally considered a tourist 

destination, its status as a student area contributes to its dynamic atmosphere. With this influx of students and 

the recent wave of migrant populations, the neighbourhood is transforming into a more multilingual area. Many 

shops now display banners in English, alongside Catalan and Spanish, reflecting the evolving demographic 

dynamics of the city. The shift in commerce, with establishments taking into account university students with 

services such as print shops (Copisteria Low Cost, see Figure 4), and laundry services (Speed Queen Laundry, 

see Figure 5) exemplifies this change.

The socioeconomic profile of the neighbourhood aligns with its student-centric nature, characterized by affordable 

establishments rather than luxury ones (Copisteria Low Cost). This indicates that the shift in commerce has not 

only occurred due to the need to accommodate different speakers but also people with different incomes, 

highlighting the neighbourhood’s adaptability to diverse demographics.

Figure 4: Our linguistic landscape: “Copisteria Lowcost”

Source: Photo taken by the authors of the blog. 28th of March 2024

Figure 5: Surroundings (3)

Source: Photo taken by authors of the blog. 28th of March 2024.

In 2012, there were 24.16% of immigrants living in Universitat’s area (see figure 6), ranking the fourth 

neighbourhood with the highest migrant population. This explains the various languages that are showcased in 

the area and its diverse composition. As has been mentioned above, Catalan remains the predominant language, 

but there is a noticeable trend towards incorporating English. This shift serves to accommodate not only 

immigrants but also Erasmus students, who represent a demographic international population movement capable 

of contributing to the local economy. 

Figure 6: Percentages of Immigrants and Spaniards in Lleida’s neighbourhoods

Source: Maria Sabaté 2023, Appendix 1.

3. METHODOLOGY

For our project, we have used ethnographic observation methods in order to collect the data needed and in this 

way understand how language and society intertwine with one another. 

The first time we visited the place was on February 29th at 15:18 pm. Our decision to choose this particular 

establishment was deliberate, as we were already acquainted with it and its services. As usual clients of the print 

shop, we often colloquially refer to it simply as the “Low Cost”, which made us realize that it was the perfect 

example for the project. 

To collect more data, we returned to the location on the 9th of March at 17:05 pm, but nothing had changed. The 

flyers and posters on the facade remained just as the first day, and it was not until we went there for a third time, on 

the 28th of March at 11:36 am, that we found something different - this being a flyer (in Catalan and Spanish) 

announcing that on the 30th the shop would remain closed (See Figure 7). 

Figure 7: Flyer on Copisteria Low Cost

Source: Photo taken by authors of the blog. 28th March, 2024.

The Linguistic Landscape of the banner Copisteria Low Cost exemplifies a bottom-up discourse, emerging from 

individuals outside the government or authorities, in this case, the owners of the establishment. Catalonia, and by 

extension Lleida, have bottom-up policies which dictate that public signs need to be written in Catalan, or at least 

have it as the primary language (Ajuntament de Lleida, 2018, Article 17.2.).

In our chosen establishment, while Catalan is prominently featured both in the name and the slogan (“Copi Ràpid, 

Bojos pels preus baixos”), English also holds a significant presence as it is incorporated into the branding/

commercial name. Therefore, the Linguistic Landscape (LL) deviates somewhat from the strict adherence to 

Catalan language policies outlined by the government. Moving on to the bottom-up (non-official) policies, 

which refer to decisions made at the grassroots level by individuals rather than by government mandates, the 

establishment’s name reflects the owner’s will for a multilingual setting, inclusive of all citizens, with Catalan 

remaining welcome in order to be respectful to locals.

For this reason, the company Copisteria Low Cost, which was founded in 2014 by a group of three Romanians, 

appreciates the influx of different-backgrounded people to their shop. By talking to Denis Mihoc, one of the 

employees,  we have been able to know that the key to the business's success is primarily thanks to its name, 

which instantly resonated with customers. We based our research on an ethnographic basis, using notes taken 

throughout the interviews, as well as the visual materials observed around the establishment. Nevertheless, the 

informal interview we did with the employee was especially helpful for our data gathering. 

The inclusion of “low cost” in the name caught significant attention from both students and locals in the 

neighborhood. The choice of the business name was deliberate, reflecting their aim to provide affordable services 

accessible to all. Moreover, they wanted to create a welcoming and inclusive space in an area where every other 

print shop is Catalan-owned and operated in this language. The owners of this print shop, as they are from Romania,

 wanted to create a multicultural space so that coming immigrants would not feel intimidated by all these Catalan/

local establishments, as mentioned before. 

Denis emphasized that the customer base is remarkably diverse, comprising not only local and Erasmus students 

but also immigrants, local schools, businesses, and even religious groups, such as Parròquia de la Mare de Deu

del Carme and Parròquia de la Mercè.  Inside the shop, various languages can be heard, reflecting the multicultural 

clientele it serves. Among its customers, there are not only Catalan and Spanish locals but also exchange students 

coming from Italy, South Korea, and immigrants from Morocco and residents from countries such as Nigeria. 

However, Denis let us know that they particularly appreciate hearing Romanian, their native tongue.

Copisteria Low Cost has expanded its reach beyond Lleida, now offering delivery services throughout Spain, 

with the exception of the Balearic Islands. The owners are delighted with the growth and success of the business, 

and they were happy to let us know that they have received a very positive reception across the country. Although 

they are not planning to open new branches anywhere else, Denis told us they feel content with their new 

nationwide delivery. He let us know that for now, although their workload has multiplied considerably, their little 

establishment in Ramon i Cajal is more than enough. 

    4. RESULTS AND DISCUSSION 

According to Information Fusion (2023), multimodality is a data representation that uses information from several 

sources, frequently with different representations that go beyond written texts and include images, audio, text, or 

other formats. Looking at the Linguistic Landscape, it is clear that language is not the only relevant communication 

mechanism, since visual symbols and signs are just as important as written language. In this context, the use of 

written text suggests that the establishment wants to promote and provide printing services at affordable rates, as 

appreciated in the banner “Low Cost”. Following on this line, the symbol that is located in the middle of the banner 

is also a key concept to understand how multimodality is present in this setting. There is the figure of a coin where 

the word “Low Cost” is repeated, therefore, it reaffirms that this commerce provides affordable prices. 

Moreover, the choice and display of the colours of the banner, being dark blue, baby blue, yellow, pink, white and 

red, has the aim of attracting customers, conveying the meaning of a cheap/affordable right in the middle of the 

linguistic landscape, where the prominent information is normally located. Following the values of the European 

Linguistic Landscape Observatory (2023), we spotted two main values. On the one hand, the banner has a 

productive value as it has the capacity of providing financial benefits. 

On the other hand, identity is another value of the print shop as it intends to provide a cost-effective service to 

locals and foreigners, notably students, who may find higher-priced services financially problematic. The fact of 

adding different languages, such as Spanish, and English is a way to connect with foreigners and therefore the 

owners of the establishment are open-minded, modern and cosmopolitan. Nevertheless, adding Catalan in their 

establishment/banner is a way of having ethnolinguistic affiliation to locals, in this case Catalan, which is the field 

of anthropological linguistics concerned with the relationship between a language and the cultural conduct of 

individuals who speak it, according to Enciclopedia Britannica (2016). Connect with the local people as well as 

foreigners and therefore the owners of the establishment are open-minded, modern and cosmopolitan. 

The linguistic environment of the landscape chosen, observed through our analysis of the “Copisteria Low Cost”, 

demonstrates the need to globalize establishments and businesses through language. For this reason, 

multilingualism is used as a commercial technique which focuses on both “foreign” and “national” languages. 

Companies are interested in this globalization to increase the effectiveness of their advertising initiatives (Parriaux 

and Nascimento, N.d.). Apart from increasing the commerce of the interested company, multilingualism gives a 

sense of professionalism, a welcoming attitude and advancement to the customers of the corresponding business. 

Taking this into account, the concept of linguistic fetish takes relevance because establishments use different 

languages for symbolic (fetished) rather than utility purposes in commercial publications, as mentioned before 

(Kelley, 2014).

Copisteria Low Cost recognizes the necessity of providing to a worldwide audience and for this reason, they do 

advertising in English due to it being the most predominant language. It serves as a sign of professionalism since it 

is the most important language for worldwide communication. This dominance has resulted in many nations around 

the world adopting English as a Lingua Franca (ELF) in their establishments as it has an impact on economic and 

cultural growth. (Universidad de Salamanca, 2021, p.6). This was coined by Gorter and Cenoz (2006) who stated 

that “the use of English is associated with values such as international orientation, modernity, success, sophistication

 or fun”. Therefore, English is necessary for businesses in order to keep up with the changing cosmopolitan world 

due to establishments wanting to be modern and international.

Furthermore, advertising in English is an innovative way to announce the different messages that establishments want to give to the rest of the citizens, adding to the fact that it is a strategy to make money. This kind of modern advertising is understood as a form of public discourse aimed at selling and projecting an identity. In this case, the print shop “Copisteria Lowcost” serves as an identity, as said before, for people with low economy as well as the word low cost is understood for anyone who speaks or doesn’t speak English, as it is a word known globally due to it being used for lots of advertisements.

    5.  CONCLUDING THOUGHTS

In conclusion, this project has been extremely helpful in order to comprehend Lleida’s linguistic dynamics and the Englishisation processes taking place in it. It has been a good opportunity to improve our understanding of sociolinguistic phenomena and place it in real-world circumstances. Moreover, it has not only broadened our academic knowledge but has also allowed us to perceive our city from a fresh perspective. By contemplating its global significance, something we had not previously considered, we are now more aware of Lleida’s connection with the global economy. 

After direct observation of citizen sociolinguistics, linguistic landscape projects are powerful teaching tools for 

integrating Technology of Knowledge Acquisition (TKA) and Technology of Empowerment and Participation 

(TEP) skills (Sabaté, 2022). According to the same source, these TKA and TEP skills are beneficial for students to 

develop lifelong metalinguistic consciousness-raising techniques aimed towards citizens committed to an ethics of 

respect towards linguistic diversity, as well as innovative self-learning techniques for sociolinguistics knowledge 

acquisition, generation, and transmission. Through ethnographic research, we have gotten a practical 

understanding of the social structure of our surroundings and developed a critical awareness of sociolinguistics. 

Furthermore, it has made us more conscious of how much English is around us and how deeply ingrained it is in Lleida. We can now more clearly see the many levels of meaning that exist within linguistic landscapes and have a deeper understanding of the importance and workings of sociolinguistics. Nevertheless, we had some difficulties to follow and understand what we had to do for the project since it was not well written in the instructions that we had to write and develop the information as if it was already a blog entry and not with bullet points, as we did at first. This is why we firstly thought that we had to present a draft (with bullet points), and once corrected, we would rewrite it as a blog and post it. 

    6. REFERENCES

Ajuntament de Lleida, (2018). Ordenança Municipal de Civisme i Convivència de la  ciutat de Lleida. Ajuntament de Lleida, Seguretat Ciutadana. Article 17.2. 

https://www.lleidaparticipa.cat/public/197/docs/6c2e2ab8cee8ef11cc82f1e8621d78b5.pdf 

Britannica, T. Editors of Encyclopaedia (2016). ethnolinguistics. Encyclopedia Britannica. https://www.britannica.com/science/ethnolinguistics 

Cenoz, J., & D. Gorter. (2006). “Linguistic Landscape and Minority Languages.” International Journal of Multilingualism 3 (1): 67–80 

Gonzàlez, A. (2021). The Spread of English as a Lingua Franca: Background and main reasons. Universidad de Salamanca facultad de filología grado en estudios ingleses. https://gredos.usal.es/bitstream/handle/10366/149071/GONZALEZ%20VALVERDE,%20ADRIAN%20TFG.pdf;jsessionid=6C170910B0D1F6FBB7A42416EDBD1A47?sequence=1

Kelly-Holmes, H. (2014) Linguistic fetish: the sociolinguistics of visual multilingualism. University of Limerick. 

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N.a., (2023). The Landscape Observatory: Glossary. http://www.catpaisatge.net/eng/glossari.php 

Nascimento, C., & Parriaux, E. N.d. To be or not to be localized, that is the question. Multilingualism in society.

https://sepia2.unil.ch/wp/multilingualism-in-society/category/advertising/ 

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https://doi.org/10.1080/13670050.2022.2067978   

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