"Multilingual Storefronts: United Colors of Benetton in Lleida" (Maria Pou, Paula Cabello and Ares López)

TITLE: “Multilingual Storefronts: United Colors of Benetton in Lleida”

By Maria Pou, Paula Cabello and Ares López.

INTRODUCTION:

Over the past decades of the 20th century, and even more evidently in the 21st century, the widespread adoption and integration of English as the global language have significantly impacted public language practices, affecting both larger cities and smaller towns alike. This influence is particularly evident in non-English-speaking societies, such as Catalonia. In these contexts, the interaction and rivalry between local languages and English have become increasingly conspicuous (Selvi, Yazan & Mahboob, 2023). Such influence has extended beyond the various contexts in which English is used usually (academia, businesses, etc…) to more basic items including words and images exposed in public spaces via banners, posters, handwritten notes, and other “public communicative inscriptions” that we called linguistic landscapes (LL) (Shohamy & Gorter, 2008).

In the bustling streets of Lleida, amidst the vibrant tapestry of linguistic diversity, a singular token stands as a testament to the city's multilingual character. This token, housed within the storefront of a United Colors of Benetton store, offers a compelling glimpse into the intricate dynamics of the linguistic landscape (LL) of Lleida.

The LL token shows as a storefront display within the commercial realm of Lleida's urban landscape. Situated within the commercial sector, the token operates within the domain of retail and consumerism, contributing to the city's economic activities. The token represents a multimodal sign, blending visual and textual elements to convey its message. The prominent use of English manifests attention, with the phrase “United Colors of Benetton” emblazoned prominently on the storefront, drawing focus to the global brand identity. Complementing the English text, the Catalan phrase “Rebaixes a l'interior” (Sales inside) occupies a secondary position, offering a localized message tailored to the Catalan-speaking community. The LL token showcases a juxtaposition of languages, with the Latin script of English coexisting alongside the Catalan script, reflecting the linguistic diversity inherent in Lleida's sociocultural fabric.

This LL token serves as a microcosm of Lleida's broader linguistic landscape, where the interplay between global and local languages intertwines to shape the city's identity and communication practices. Through our exploration of this token, we embark on a journey to unravel the social meanings and implications embedded within Lleida's multilingual tapestry with regards to commerce and economic realm.

CONTEXTUALISATION:

The United Colors of Benetton shop window is located at Plaça de la Paeria, 14, 25007 Lleida, Catalonia, Spain. This is situated in the heart of Lleida's historic center, characterized by its diverse demographic profile. The neighborhood attracts a mix of residents, tourists, and students, who are drawn to its cultural attractions, shops, and restaurants. While there is no specific data available for this particular address, the wider demographic profile of Lleida's historic center reflects a blend of local residents and transient populations (Paeria).

The Plaça de la Paeria and its adjacent areas epitomize a diverse array of socioeconomic dynamics. Positioned as a pivotal commercial nucleus within the historic center, this neighborhood hosts an eclectic blend of enterprises serving clientele spanning different income brackets. Despite affluent segments within the historic center, it's important to note the presence of pockets where lower-income households reside. Recently, the Paeria has allocated funds towards the rehabilitation of 26 ancient buildings, indicating efforts to address housing issues in the area. However, comprehensive socioeconomic data pertaining to this particular location remains elusive. For further insight into the demographic landscape and ongoing initiatives, one may refer to the resources provided by the Paeria, such as the link to their website detailing recent contributions to the community's welfare.

4. Map of Neighbourhood:

Figure 1: Map of the Neighbourhood 

(Source: Comú de Lleida)

5. Street View Map:

Figure 2: Street View Map of Surroundings

(Retrieved from Google Maps)

METHODOLOGY:

1. Fieldwork Visits: Our qualitative  methodology involved a series of fieldwork visits to the United Colors of Benetton store located in Plaça de la Paeria, Lleida. These visits were conducted on two occasions to observe and document the linguistic landscape of the storefront. The first visit was on Friday, March 15th at 11:50h and the second visit was on Saturday, March 23rd at 17:20h. During each visit, we focused on various aspects of the token, including the presence of English (“United Colors of Benetton”) and Catalan (“Rebaixes a l'interior”).

2. Language Policies: Language Policies: Catalonia and Lleida boast diverse linguistic landscapes, influenced by governmental directives and historical legacies. In Catalonia, top-down language policies prioritize the preservation and promotion of Catalan as a co-official language alongside Spanish, as outlined in the Statute of Autonomy of Catalonia (2006). Moreover, municipal language policies in Lleida may delineate specific language usage guidelines in public domains. Our investigation delved into the impact of these policies on the linguistic fabric, examining manifestations such as language displays in commercial establishments like the storefront of United Colors of Benetton, offering insights into their practical implications.

3. Bottom-up Language Policies: In addition to top-down language policies, bottom-up language policies at the emplacement level play a significant role in shaping the linguistic landscape. These policies are often driven by local considerations and decisions made by the individual brands or businesses. Factors such as consumer demographics, cultural preferences, and marketing strategies influence these decisions. In the case of the United Colors of Benetton store, the decision to display both English and Catalan on the storefront may reflect the brand's localized branding strategy. By incorporating both languages, the store aims to resonate with the diverse linguistic preferences of the local community and showcase cultural inclusivity. This bottom-up approach highlights how language policies can emerge organically from the grassroots level, tailored to meet the specific needs and preferences of the local context.

4. Linguistic Context: The linguistic context surrounding the United Colors of Benetton storefront token is dynamic and multifaceted. In Lleida, where the store is situated, Spanish stands as the majority language, while Catalan serves as a minority language, reflecting the region's bilingual identity. According to data from "Població de 2 anys o més segons llengua inicial. Catalunya. 2021," Catalan is understood well by 86.8% of the population, with 9.2% having difficulty understanding it. This suggests a significant portion of the local population is likely proficient in both Spanish and Catalan. Moreover, the presence of English in commercial signage is not uncommon, particularly in areas frequented by tourists or international residents.

United Colors of Benetton, a multinational fashion retailer, operates numerous branches worldwide, including multiple locations in Catalonia. The company's headquarters are located in Ponzano Veneto, Italy. On its online platform, Benetton offers a multilingual website, catering to diverse linguistic preferences. The website likely provides options for Spanish, Catalan, and English, among other languages, to accommodate the linguistic diversity of its customer base. This linguistic inclusivity aligns with the brand's global presence and commitment to accessibility.

Figure 3: Linguistic Context

(Retrieved from Govern.cat)

RESULTS AND DISCUSSION:

1. Token Picture:

Figure 4: Picture of the Token

(Taken by the authors on March 23rd at 17:20h)

2. Multiple Values of the Token: The token embodies various values, including aesthetic appeal, historical significance, and identity representation. Its use of English alongside Catalan reflects the city's cosmopolitan identity (Linguistic Landscape Observatory, n.d.).

3. Aesthetic Value: The juxtaposition of English and Catalan in the token creates a visually striking composition, drawing attention to the multicultural ethos of the brand and the city. The use of vibrant colors and bold typography in white, singular for the brand of the multinational, enhances its aesthetic appeal, making it a focal point of the streetscape.

4. Historical Significance: The coexistence of both English (“United Colors of Benetton”) and Catalan (“Rebaixes a l'interior”) in the token reflects the contemporary cultural and linguistic dynamics of Lleida. It encapsulates the city's diverse linguistic heritage and stands as a symbol of its dynamic identity in the face of globalization.

5. Identity Representation: The token not only serves as a display of the brand identity of United Colors of Benetton but also embodies the linguistic identity of Lleida. By incorporating both English and Catalan, it reflects the diverse linguistic landscape of the city and affirms the presence of multiple linguistic communities. Additionally, the standardization of the brand's logo, "United Colors of Benetton," across various locations such as Italy, France, and elsewhere, further emphasizes the globalized identity and standardized representation maintained by the company.

6. Social Meaning and Englishisation Processes in Lleida: The inclusion of English in the token not only reflects the commercial multilingualism prevalent in Lleida but also signifies broader processes of Englishisation within the city and Catalonia as a whole. English, often used in advertising, carries connotations of modernity, cosmopolitanism, and innovation, contributing to its pervasive presence in commercial contexts. Its inclusion in the token underscores its role as a language associated with economic, social, and cultural capital, shaping interactions within Lleida and extending its influence beyond the city's borders.

In the context of Lleida, English serves as a bridge between local and global communities, for the only objective of money making. It caters to the needs of mobile communities, including tourists, international students, and migrants, who rely on English as a lingua franca.

However, the prominence of English in the linguistic landscape also raises questions about linguistic inclusivity and power dynamics. While English may enhance access to global opportunities, it can also reinforce the marginalization of minority languages like Catalan. As such, our positioning emphasizes the importance of preserving and promoting linguistic diversity within Lleida, ensuring that all languages are valued and respected.

In conclusion, the token of United Colors of Benetton's store window embodies the complex interplay between local and global languages in Lleida. It reflects the city's multicultural identity while highlighting the challenges and opportunities associated with Englishisation in a diverse sociolinguistic context only within the realm of commerce and economy.

CONCLUDING THOUGHTS:

Reflecting on the linguistic landscape project focusing on the United Colors of Benetton store window in Lleida, where both English and Catalan coexist, has been a deeply insightful experience. This exploration has not only provided us with a glimpse into the complex interplay between language, identity, and power but has also underscored the significance of linguistic landscaping as a pedagogical tool in sociolinguistics.

By engaging with the multilingual environment of Lleida, we have come to appreciate the nuanced meanings embedded within linguistic signs and symbols. Through this lens, linguistic landscaping emerges as a powerful means of understanding the sociocultural fabric of our surroundings.

Furthermore, this project has highlighted the role of socially-engaged citizenship ethnography in fostering critical consciousness and active participation in shaping our linguistic environment. As knowledge generators, we have not only gained insights into the complexities of language use but have also contributed to a deeper understanding of the sociolinguistic landscape of our immediate socialization space.

As we transcend the boundaries of the university classroom, linguistic landscaping serves as a bridge between academic inquiry and real-world engagement. By extending our learning beyond traditional pedagogical frameworks, we become active agents of change within our communities, advocating for linguistic diversity and inclusivity.

In conclusion, our investigation into the linguistic landscape of the United Colors of Benetton store window in Lleida underscores the transformative power of linguistic landscaping in fostering personal development, promoting social consciousness, and encouraging civic participation. Utilizing tools like Google Maps and drawing insights from the blog entry, we've witnessed how technology complements our understanding of the intricate interplay between language and culture. As we navigate further in our exploration, let us maintain our dedication to unraveling the nuances of language and culture, recognizing their significance both within academic discourse and in the broader context of societal interaction.

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