Global words, local streets: The Role of English in Lleida’s Linguistic Landscape

  Global words, local streets:

The Role of English in Lleida’s Linguistic Landscape

Núria Cobo & Maria José Ferrer 

 

 INTRODUCTION

The linguistic sign that we are analyzing Lavandería, Bugaderia Autoservei, Laundry Speed Queen - Rectorat Lleida is the banner of a self-service laundromat, which is, specifically, a store located at the Carrer Ramon y Cajal, 20, 25003. The main purpose of the advertisement is to attract customers and promote the business. To this end, and due to its proximity to the university, it is written in different languages: Catalan, English, and Spanish. In addition, the signage is displayed in a bottom-up manner on the building’s façade so that it can be seen by pedestrians and passing vehicles. 

Figure 1. Token: Bugaderia Autoservei, Laundry - Speed Queen. 

Picture taken by the authors (13/03/25)

Another important linguistic aspect of the sign to consider is the choice of languages. The use of the three languages —Catalan, English, and Spanish— makes the signage a monoglossic text, as it only uses the Roman script. The predominant use of Catalan and Spanish is in line with the region's official languages and reinforces the local cultural and linguistic identity. However, the inclusion of English, particularly in the words Laundry Speed Queen, highlights the instrumentalization of English in the commercial sphere. English here is not only a tool for communication but also a strategic resource for marketization, as it signals modernity, efficiency, and global competitiveness. 

Although Spanish is widely spoken in the region, it does not appear on the physical sign of the business. However, Spanish does appear when searching for the business online. For example, the banner on the storefront displays the name Speed Queen - Bugaderia, Autoservei, Laundry using Catalan and English. In contrast, when looking up the business online, it appears as Lavandería Speed Queen - Rectorat Lleida, where Spanish is present. 

This factor illustrates the emphasis on Catalan as the dominant language in Lleida. On the other hand, the use of English in branding and commercial signage is often associated with professionalism and advancement, making the business appear more internationally oriented and commercially appealing. The choice of languages indicates a strategic effort to appeal not only to local residents but also to international visitors who may not speak Catalan or Spanish.   

As Ho (2003) notes, “The concept of globalization encourages a moral community that adopts overlapping consensus in building an ethical global economy”. This perspective highlights how the gradual integration of markets and cultures influences even smaller commercial activities, such as the design and language choices of business signage. 

Furthermore, this study incorporates Information and Communication Technologies (ICT) to analyze the presence of English in Lleida’s commercial signage. Two key ICT tools were employed: a geolocating Google map (a Technology of Knowledge Acquisition, TKA) to map linguistic signs across the city, and a knowledge-sharing blogsite (a Technology of Empowerment and Participation, TEP) for discussion and analysis. According to Sabaté-Dalmau (2022), this language technology is referred to as pedagogy of engagement (Reig, n.d.), which, as Malinowski et al., (2020) suggest, helps students develop competency as keen observers. In this context, LL serves as a pedagogical tool that allows us to reflect on how using this technology influences our ability to become competent observers. 

The presence of English in business signage can therefore be seen as an indication of the current process of globalization, where English acts as a lingua franca and allows businesses to connect with a wider audience. The banner of this laundromat demonstrates this phenomenon and proves that language choice in commercial contexts reflects not only local linguistic practices but also the wider economic and social changes taking place in a globalized world. 

Finally, with this study, we aim to explore how English is introduced and assimilated into the city’s culture, and as part of the city’s linguistic repertoire. By examining this linguistic token, we intend to better understand how the presence of the English language is gradually expanding in Lleida city and becoming a visible element on the city’s street culture and public signage.

CONTEXTUALISATION 

Our Linguistic Landscape is located in the Universitat-Zona Alta, a neighborhood in Lleida, specifically at Carrer Ramón y Cajal, 20, 25003 (La Paeria, 2022). However, since the establishment is at the corner of the street, it is also part of Carrer Maragall. The area is home to various commercial establishments and services, including our chosen location, Lavandería, Bugaderia, Autoservei, and Laundry Speed Queen. 

Figure 2. Map of the area where the LL is located and its surroundings. 

Retrieved from Google Maps by the authors (10/03/25).

The Universitat-Zona Alta neighborhood is a central district adjacent to Casc Antic, Lleida’s historic old town. It is characterized by a blend of historical and modern influences, housing key landmarks such as the Rectorate building of the University of Lleida and Pau Casals Square. According to La Paeria (2022), the neighborhood is bordered by “Rambla d’Aragó, Carrer Balmes, Serreta de l’Escorxador, Avinguda Pius XII, Carrer Bisbe Ruano, and Plaça de Ricard Vinyes”.

Figure 3. Map of Lleida’s neighborhoods (Gifex, n.d.). 

Demographically, the area has experienced shifts in population due to the influx of students, international residents, and migrants. Data from La Paeria (2023) indicates that the neighborhood of Universitat-Zona Alta is one of the city’s most diverse areas. The region includes a significant proportion of international students and migrant populations, representing approximately 2.782 people in the neighborhood, contributing to its evolving linguistic landscape. 

This data is reinforced by a statement of 3cat Notícies (2004) which explains that “el Centre Històric, Rambla Ferran-Estació and Universitat continue to be the neighborhood with the highest concentration of immigrants”. For that reason, the Universitat-Zona Alta neighborhood is one of the areas in Lleida with a significant international presence, reinforcing the need for multilingual signage in commercial spaces. The presence of businesses like Speed Queen - Rectorat Lleida exemplifies how the linguistic landscape adapts to meet the needs of a diverse population. 

Socioeconomically, the neighborhood is a mix of middle-class residents and transient student populations. The presence of affordable services, such as laundromats and copy shops, reflects the demand for budget-friendly amenities catering to students and lower-income residents rather than high-end consumers. The local economy is influenced by both the university and commercial enterprises, adapting to the changing demographic trends. 

The Linguistic Landscape of Speed Queen - Rectorat Lleida is multilingual, primarily using English as the main language, while Catalan and other languages such as Spanish are also present. This reflects the evolving linguistic diversity in the area, where international students and migrants influence commercial signage. Despite this shift, Catalan remains a key language in local branding and communication, maintaining its cultural significance. 

The Universitat-Zona Alta neighborhood has undergone linguistic and demographic shifts over the years. While Catalan remains the dominant language, the increasing presence of English on commercial signs reflects border socioeconomic changes. These multilingual practices accommodate not only the local student body but also Erasmus students and international residents who contribute to the local economy. 

METHODOLOGY

To do this project, we employed ethnographic observation methods to gather data and analyze how multilingualism is represented in the urban commercial landscape. Furthermore, to analyze our Linguistic Landscape, we used official demographic and socioeconomic city hall data. 

Our approach involves multiple fieldwork visits to document the linguistic choices made in the signage of Lavandería, Bugaderia Autoservei, Laundry Speed Queen - Rectorat Lleida, a self-service laundromat located in Carrer Ramon y Cajal, 20, 25003, Lleida. Additionally, we investigated the language policies influencing public signage, distinguishing between top-down regulations imposed by government authorities and bottom-up linguistic practices shaped by business owners and local communities. Top-down approaches, as defined by the European Industrial Research Management Association (1976), originate from institutional or corporate strategies and long-term objectives, whereas bottom-up approaches result from localized, grassroots-level decision-making, reflecting the needs and preferences of individuals or small organizations. 

The first visit that we did was on March 4th at 09:30.  We intended to document the general linguistic landscape of the establishment, including its primary signage, promotional materials, and any written information available on the place. During the visit, we noted the presence of three languages—Catalan, English, and Spanish—on the storefront, which aligned with our research interest in examining Englishization in Lleida’s public spaces. 

We had already passed through the place where our linguistic token was situated, however, with this first visit and our previous knowledge about the place, we could gain sufficient insight into the place and what it offered. During our time there, we heard conversations primarily in Spanish and Catalan, reflecting the region’s bilingual environment. 

Figure 5. Surroundings of Speed Queen. Picture taken by the authors (13/03/25)

Figure 6. Surroundings of Speed Queen. Picture taken by the authors (13/03/25)

Our Linguistic Landscape seems to be aligned with the official top-down language policies in Lleida. According to the city’s regulations, all public signage must be displayed either in Catalan or both in Catalan and Spanish, as mandated by the local government (Ajuntament de Lleida, 2014). However, while the shop’s name Speed Queen is in English, Catalan, and Spanish can be found in phrases such as Bugaderia or Lavanderia. This suggests that these languages may be present due to legal requirements set by the authorities or simply because it is a way of approaching local citizens. 

At the same time, the laundromat reflects a bottom-up language policy, as it was designed by individuals wishing to communicate with others, particularly, to encourage and facilitate commercial exchange. Even though it is a private local business in Lleida, there are many more spreads worldwide. Therefore, since it is a franchise in which private investors invest, they have adapted the languages to approach the public. They have done that by including the local language, which is the native language of the owners, and English, which serves as a Lingua Franca. 

On March 12 at 10:30 a.m., we conducted the second visit in order to analyze our linguistic landscape. We were able to observe the effective use of multimodality, incorporating both visual and textual elements. The store’s signage featured a Q alongside a crown, which served as important visual markers for the store’s identity. In addition, the color scheme played a crucial role in enhancing the overall design and reinforcing the intended message. According to the National Council of Teachers of English (2014), the term multimodality refers to the various resources —among them, images, sounds, document design, and graphics—that authors tap into to create meaning in all kinds of texts. It emphasizes the richness of communication and the multiple ways meaning can be constructed, whether through visual elements, typography, or digital technologies.

The third visit we paid to our linguistic token was on Friday the 14th at 15:04. During our observation, we realized that it is not a single store, but that it belongs to a larger company. This is made clear by the laundromat’s logo: Speed Queen, is a brand known for its washing machines. 

In addition, the dominant red background plays an important role in attracting attention and conveying strong and emotional associations. At the same time, the use of white in the logo and text contributes to a sense of cleanliness, calm, and prestige. White is usually associated with cleanliness and hygiene, which are essential qualities for a brand in the laundry industry. Furthermore, the contrast between red and white increases visibility and ensures that the brand remains easily recognizable, reinforcing its association with efficiency and reliability. 

RESULTS AND DISCUSSION

Figure 7. Token: Bugaderia Autoservei, Laundry - Speed Queen. 

Picture taken by the authors (13/03/25)

Hints and clues from Cenoz and Gorter (2009) highlight the economic aspect of globalization, which is typically defined in terms of markets, production, and consumption. Furthermore, English is associated with values such as international orientation, modernity, success, sophistication, or even fun. In addition, Cenoz and Gorter (2006) emphasize that English is often linked to concepts of prestige and global relevance, making it a key element for businesses aiming to project an international and contemporary image. Similarly, Edelman and Gorter (2010) argue that English is frequently used in advertising in non-English-speaking markets because it evokes social stereotypes of modernity, progress, and globalization. 

In the case of Speed Queen, the use of English in Laundry Speed Queen serves not only a communicative function but also a marketing purpose. Specifically, English is associated with values such as modernity, efficiency, and professionalism, reinforcing the laundromat’s image as a reliable and globally recognized service. Furthermore, the word queen conveys prestige, mastery, and excellence, aligning with cultural associations of authority and high standards. Consequently, this supports the idea that English is instrumentalized in commercial branding to enhance credibility and position businesses within global networks of influence. 

At the same time, the presence of Catalan and Spanish in the sign underscores the laundromat’s adherence to both local linguistic identities while also catering to international visitors. In this context, multilingualism plays a crucial role, as linguistic landscapes reflect the interplay between global and local market forces. As Ortega (2019) stated, “multilingualism is as pervasive in the world today as it has always been,” yet monolingual ideologies often dominate research and policy discussions, overshadowing the fluid and dynamic nature of language use (p.24). In business settings, multiple languages appeal to diverse audiences, supplementing the economic and cultural capital associated with different linguistic choices. Therefore, the presence of English in multilingual spaces, for instance, is not merely a reflection of globalization, but also a deliberate marketing strategy aimed at evoking prestige and diversity. 

Beyond its economic and aesthetic significance, multilingualism in commercial contexts also aligns with the broader reality of global linguistic practices. Canagarajah (2007) argues that multilingual speakers operate within fluid communicative contexts, where language use is adaptive, performance-based, and shaped by social negotiation. He further highlights that “competence in multilingual settings is not about rigid adherence to a single linguistic system but about the ability to align one’s linguistic resources with the demands of a given communicative situation” (p.926). This perspective aligns with the strategic use of language in business branding, where multilingual signage and branding choices serve not only to communicate but also to position the business within global networks of prestige and influence. 

In addition to its communicative function, the use of English in business signage aligns with the productive and aesthetic values outlined by l’Observatori del Paisatge (2025), which defines the productive value as “the capacity of a landscape to provide financial benefits, converting its elements into resources”. This suggests that language itself functions as an economic resource, enhances its brand image, and increases profitability. In other words, the linguistic landscape is shaped by financial motivations, reinforcing the idea that its primary purpose is to generate economic gain. 

Moreover, the institution describes the aesthetic value as “a landscape’s capacity to transmit a certain feeling of beauty, depending on the significance and cultural appreciation that it has acquired throughout history, also the intrinsic value of the colors, diversity, form, proportions, scale, texture, and unity of the elements forming the landscape”. The aesthetic value of the business is reflected in both its linguistic and visual elements. According to Madden, et al. (2000), colors are integral to branding and marketing, with red often associated with energy, power, and urgency. This voice aligns with Speed Queen’s identity as a reliable and fast laundry service. Additionally, the aesthetic value is reinforced by the linguistic choice of Queen in Speed Queen, which conveys a sense of prestige, excellence, and trust. The brand’s careful attention to design and wording strengthens its image.

Finally, Lleida’s linguistic landscape reflects the tension between globalization and local identity. English dominates as a symbol of modernity and economic opportunity, potentially marginalizing minority languages like Catalan. Mobile communities add to the city’s multilingualism but face challenges in balancing global communication with local linguistic equity. Englishization reinforces power dynamics, creating inequalities. Inclusive multilingual policies are needed to respect both majority and minority languages, fostering diversity and equity while preserving local identities associated with globalization. This approach ensures that local cultures are enhanced, not diminished, by global influences.

CONCLUDING THOUGHTS

Linguistic landscaping serves as a powerful pedagogical tool that bridges the gap between theoretical sociolinguistics and real-world applications. Engaging in linguistic landscape analysis allows us to explore the intersection of language, society, and identity within our everyday environments. By stepping outside the university classroom and immersing ourselves in the linguistic textures of our immediate social spaces, we become both learners and knowledge generators, actively contributing to the field of sociolinguistics through firsthand observation and analysis. 

One of the most compelling aspects of linguistic landscaping is its ability to make sociolinguistics tangible and relevant. The process of analyzing multilingual signage, for instance, provides insights into power dynamics, social inclusion, and cultural identity in a given space. In the case of the laundromat in Lleida, the presence of multiple languages reflects the demographic composition of the area, highlighting both the linguistic diversity and the varying degrees of accessibility for different language communities. This type of analysis moves beyond the abstract study of language policies or sociolinguistic theory and grounds it in lived experience, making it more meaningful and immediate. 

Furthermore, linguistic landscaping fosters a deeper engagement with socially embedded ethnography. By employing TKA (Technology of Knowledge Acquisition) and TEP (Technology of Empowerment and Participation, we move beyond passive observation to active participation. These frameworks encourage us to critically reflect on how languages function in public and semi-public spaces, and how they contribute to (or hinder) social cohesion and equity. Through this approach, linguistic landscaping becomes not just an academic exercise but a form of socially engaged citizenship ethnography. 

By investigating the linguistic landscape of our environments, we gain awareness of language use in society, as well as our roles as both analysts and participants in these linguistic ecologies. For us, as students of English philology with a strong interest in literature and language’s role in shaping human experience, this type of engagement provides an enriching way to connect linguistic theory with the lived realities of communities. Additionally, it enhances my ability to bring real-world sociolinguistic phenomena into the classroom, offering students a more dynamic and participatory learning experience. 

Beyond its academic value, linguistic landscaping also promotes critical thinking and a more inclusive perspective on multilingualism. It challenges monolingual ideologies by demonstrating how different languages coexist, compete, or collaborate in public spaces. This is particularly relevant in multilingual societies like Catalonia, where language is not just a means of communication but also a marker of identity and political discourse. By engaging with the linguistic landscape, we gain a deeper appreciation for these complexities and develop a more nuanced understanding of how language shapes, and is shaped by, society.

Ultimately, linguistic landscaping is a vital pedagogical and ethnographic tool that enriches our understanding of language in social contexts. It invites us to move beyond the confines of traditional academic learning and engage directly with the linguistic realities around us. This approach not only enhances our sociolinguistic knowledge but also empowers us as active, critically aware members of our communities. Through this lens, we see language not as a static system, but as a dynamic, ever-evolving phenomenon that reflects the social and cultural forces that shape our world. 

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