EXPLORING THE MULTIFACETED ECONOMIC IMPACT OF ENGLISHISATION THROUGH THE CASE OF "MENÚS TAKE AWAY" IN LLEIDA (Inés, Valèria and Georgina)

EXPLORING THE MULTIFACETED ECONOMIC IMPACT OF ENGLISHISATION THROUGH THE CASE OF "MENÚS TAKE AWAY" IN LLEIDA

by Inés Larroya, Valèria Ribes and Georgina Vera

1. INTRODUCTION

Our linguistic landscape token “Menús Take Away” is a commercial banner or poster located in the neighbour of Cappont, specifically in Avinguda de les Garrigues, 39, 25001. This commercial entity joins three different languages in a multilingual manner: Catalan, English and Spanish (all formal), with Catalan emerging as the foreground one. Embracing commerce, this banner employs a bottom-up production by the owner and only one type of alphabet, so it is monoglossic. What is more, by using different languages, it welcomes individuals from various linguistic backgrounds, including locals as well as international passersby who can read “take away” easily. 

2. CONTEXTUALISATION

Figure 1: Neighbourhood of Cappont

Source: Picture taken from Google Maps 

Figure 2: Impoverished zone Cappont

Source: photo taken by the authors of the blog. 10th May, 2024.

As we mentioned previously, our research is specifically focused on the case of study of a restaurant situated in Avinguda de les Garrigues, 39, 25001, in the neighborhood of Cappont as you can see on the figure 1. According to a research conducted by the local newspaper (El Segre, 2022), Cappont is identified as a relatively affluent neighborhood compared to the Catalan average economic level of other neighborhoods, alongside other areas such as Joc de la Bola and Humbert Torres, in terms of inhabitants’ socioeconomic position and wealth. However, despite official documents stating that Cappont is a wealthy neighborhood, (El Segre, 2022), our ethnographic fieldwork demonstrated throughout observation that Cappont shows mixed demographic characteristics concerning the place of birth of its inhabitants, including a notable migrant population.

Specifically, the zone surrounding the avenue demonstrates this socioeconomic diversity, with wealthier households on the left (see on the left-hand side of the image in Figure 1 a ‘residential complex’ with a gigantic pool) or lower-income edifications on the right-hand side (as you can observe on Figure 2).

An interview conducted with an employee (V. Manel, personal communication, May 8, 2024) from ‘Menús Take Away’ has significantly enhanced our ethnographic and socio-economic fieldwork. Manel conveyed that socioeconomically, Cappoont presents, as mentioned previously, a nuanced picture. While parts of the neighborhood, including Av. de les Garrigues, 39, may exhibit characteristics of transit housing due to its diverse population, other sections show signs of gentrification transforming a middle-lower class socioeconomic profile into a higher standard one; with rising property values and influx of affluent residents. 

However, alongside these trends, there are pockets of property and lower-income households, for instance, our case of study restaurant, due to its affordable meal deals emerges as a gathering spot for a diverse range of people with multilingual and socio-economic backgrounds, attracting all kinds of customers.

Through an interview (V. Manel, personal communication, May 8, 2024), an employee of our selected establishment,  we acquired additional insights into its operational dynamics, the ethnographic characteristics composition of its employees, and the overarching socio-economic and ethnographic characteristics of its customers. Manel stated ‘Menús Take Away’ as an established old enterprise under the ownership of Juan Piñol Solans, self-identified as a figure of high social class due to his various butcher business, popularly known as ‘Carnicerías Piñol’ or currently as ‘l’Artesà’. With a seating capacity for 100 people, Manel noted a consistent occupancy of the premises.

Ethnographically, both the employees and clientele manifest a notable diversity, encompassing individuals from various ethnic backgrounds, including Catalans, Spaniards, South Americans (from Ecuador, Colombia, Dominican Republic…), Moroccans, Romanians, Indians… in equitable proportions. 

The socio-economic profile of the clientele predominantly reflects a middle to lower-class demographic, attributed to the affordability of the establishment’s offerings.

Figure 3: Lleida neighborhood/ num immigrants

Source: La Paeria

3. METHODOLOGY

Concerning ethnographic fieldwork, we implemented qualitative research. Our data included: 1) meticulous observations of the linguistic content and layout of the banner during fieldwork visits on 08/03/24, 14/03/24,  22/03/24 and 10/04/2024; 2) ethnographic analysis of the surrounding linguistic context, including interactions and observations in the neighborhood; and 3) examination of top-down and bottom-up language policies.

During each visit, we recorded the linguistic content of the banner, noting the languages used, the layout of the menus, and any other relevant details. Additionally, we observed the surrounding linguistic context, such as the linguistic diversity of the neighborhood. 

In Catalonia, including Lleida municipality, language policies are primarily shaped by top-down directives, this includes institutional policies from the Spanish Government and the Catalan Government. These policies prioritize the use and promotion of Catalan, the minority local language, as the primary language in public signage and communication. Article 14 underscores the normative use of Catalan in public signage, emphasizing its importance in reflecting the linguistic identity of the region (BOP, 2014). Furthermore, Article 17.2 extends the requirement for dual-language signage beyond the Catalan linguistic area, emphasizing the prominence of Catalan alongside the language of the territory or Spanish (BOP, 2014). 

In our observations of the banner of “Menus Take Away”, we noted how it adhered to these top-down language policies by prominently featuring information about the menu in both Catalan and Spanish. This adherence reflects the broader regulatory framework aimed at preserving and promoting the use of Catalan while accommodating linguistic diversity. 

While the banner in Cappont demonstrates compliance with top-down language policies (Catalan is the prioritized language in the banner), it also reflects bottom-up considerations.

The banner displays the title “Menús per emportar”, which translates to “Take Away” in English. The information about the menu is presented in Catalan on the left-hand side and in Spanish on the right-hand side.

This linguistic configuration reflects the multilingual nature of the region, characterized by its bilingual society where Catalan and Spanish are both widely spoken. Within this context, Catalan holds the status of a majority language compared to Spanish. The presence of both languages on the banner reflects the linguistic diversity of the area, with Catalan representing the regional identity and Spanish serving as the dominant language of wider communication. Additionally, the inclusion of English on the banner acknowledges the globalized nature of modern communication and may cater to international visitors or serve commercial purposes aimed at reaching a broader audience.

Figures 4 & 5: Surroundings of the Token “Menús Take Away”

Source: Picture taken from Google Maps

4. RESULTS AND DISCUSSION

Figure 6: Linguistic Landscape

Source: photo taken by the authors of the blog. 8th March, 2024.

Our linguistic landscape consists of the banner displayed outside the restaurant placed above the entrance, see Figure 6, serves as a commercial advertisement, generating both economic and social benefits.  The utilization of diverse languages as part of the commercial strategy serves the purpose of expanding the restaurant’s reach to a wider audience, thus enhancing its productivity. By accommodating various linguistic communities, the restaurant increases its potential customer base, which can lead to higher sales and revenue generation.

Additionally, the multilingual nature of the advertisement reflects the inclusive ethos of the establishment, promoting cultural diversity and fostering a sense of belonging among residents of different backgrounds. This commitment to linguistic inclusivity contributes to a broader social values of multiculturalism, tolerance, and community cohesion within the neighborhood. 

In the context of language dynamics and their social roles and meanings in Lleida, particularly in the neighborhood of Cappont, the presence of a linguistic landscape token such as commercial multilingualism advertising in English reflects complex socio-cultural and economic transformations. This advertisement serves as an example of the evolving linguistic landscape, where businesses strategically incorporate English alongside Catalan and Spanish to appeal to a diverse audience. Such multilingual advertising practices highlight the increasing importance of English as a global language and its role in local commercial interactions. This phenomenon underscores the dynamic nature of language use within the socio-cultural and economic context of Cappont.

-Socio-cultural perspective: The banner symbolizes inclusivity and diversity by accommodating individuals from different linguistic backgrounds. However, it also highlights a language hierarchy, with Catalan taking precedence over the other languages, as the place / owner may be willing to target locals… 

-Financial perspective: The presence of multiple languages on the banner suggests a strategic approach to commerce. 

-In the context of globalization, the banner exemplifies the ‘Englishisation’ process, where English is used alongside local languages to cater to international audiences. As we may know, the term "Englishisation" refers to the process by which English becomes increasingly dominant or pervasive in various aspects of society, such as education, media, and commerce. It can involve the adoption of English as a primary or only language of communication, particularly in multilingual settings.

We believe that the diverse processes of ‘Englishisation’ are highly controversial. While the spread of English globally can enhance linguistic exchanges and offer economic opportunities, particularly through immigration and access to international markets, however, its extensive use can also lead to cultural homogenization, marginalizing local languages and cultures. While in this case study we observe no instance of marginalization or dominance of English over local languages, given that Catalan is prominently displayed and the business shows commitment and support to it, we nevertheless want to emphasize the significance of every language.

The presence of English on our "Menús Take Away" token demonstrates how the city's economy has adapted to globalisation. The token reflects the economic strategy of local businesses to embrace global linguistic trends for local advantage, as well as the goal of attracting more international clients, including tourists, foreigners, and international students, by including English, a global lingua franca, alongside Catalan and Spanish. This multilingual strategy reflects how Lleida's businesses cope with the challenges of a globalised market environment and aim for inclusivity in a world where linguistic accessibility can have a significant impact on economic success. It also indicates a larger trend of economic globalisation in the city.

 

5. CONCLUDING THOUGHTS

Linguistic landscaping is an intriguing and dynamic method for investigating sociolinguistics and doing socially engaged citizenship ethnography. Its application in education provides a practical means of comprehending the complex interrelationships among language, culture, and society. Students can learn about the complexity of linguistic variety, power dynamics, and identity building within a community by examining the visible language in public settings.

One of the advantages of linguistic landscaping as a teaching tool is its capacity to join theory and practice. Teachers enable students to take an active role in the process of both learning and applying sociolinguistics by promoting observation, documentation, and critical analysis of the linguistic landscapes in their own immediate environments. This method encourages engagement and real-world application while developing a deeper comprehension of complex ideas.

Additionally, it is a strong means of promoting civic engagement in social contexts. Through an analysis of language use and representation in public settings, people can learn more about social issues including inclusion, cultural identity, and urban growth. Participants have the chance to actively participate in the documentation and interpretation of their communities' linguistic landscapes in addition to learning about sociolinguistics through initiatives like The Technology of Knowledge Acquisition (TKA) and The Technology of Empowerment and Participation (TEP).

In the end, linguistic landscaping can enhance the learning process and foster a deeper comprehension of the nuances of language and society in both official educational settings and informal socialization areas. Through creating a culture of knowledge generation in their local communities, teachers may enable students to take an active role in creating a society that is more culturally aware and inclusive.

6. REFERENCES AND WEB SOURCES

BOP. (2018, November 9).’Article 14, Limitacions par a l’abocament a la xarxa de clavegueram’, Butlletí Oficial de la Província de Lleida, p.29 [PDF]

https://seu.paeria.cat/documentPublic/download/3736 

BOP. (2018, November 9).’Article 17.2, Obligacions de l’usuari o usuària’, Butlletí Oficial de la Província de Lleida, p.30 [PDF]

https://seu.paeria.cat/documentPublic/download/3736 

Sabate Dalmau, M. (n.d.). Project Information, Assessment, Steps, Outcome [PDF]. Retrieved from  https://cv.udl.cat/access/content/group/101266-2324/Part%20A%20Sociolinguistics/Project%20Localising%20English%20in%20Lleida/Project%20Information_Assessment_Steps_Outcome.pdf 

Segre. (2022, January 7). Lleida y Balaguer son los municipios con más brecha social económica. https://www.segre.com/es/economia/210429/lleida-balaguer-son-los-municipios-con-mas-brecha-social-economica_162850.html 

Vila, Manel. Interview. Conducted by Georgina Vera, 10th May 2024.

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Check out the link to our map! https://www.google.com/maps/d/u/0/edit?mid=1LCRMDaUyw-uq1_oVls8XH-vpFMBBkFQO&ll=41.60919255803482%2C0.6339201465313993&z=18