Rock, Burgers, and Language: A Study of Linguistic Identity in Lleida - Mireia Dejuan & Margalida Rueda

1. INTRODUCTION:

The increasingly widespread use of foreign languages in our country is nowadays even more noticeable than before, being now present not only in our social media but also in our streets. English being one of the most seen languages is not a coincidence, as it is considered the world’s language of communication (Srinvas, 2019).

Even though Lleida is not a large city, English can also be seen through the streets; beyond graffiti and paintings, many businesses have adopted its forms. It is not a surprise for Lleida’s population; due to now, it has almost fully adapted to the streets. Restaurants and bars are the main features affected, we have decided to focus on a local one whose specialization is hamburgers. This small bar’s decoration aims to be rustic and rocky at the same time.

The Linguistic Landscape (LL) token analysed reflects Lleida’s diverse linguistic environment. Where global and local languages interact to shape the city's identity and communication dynamics, as seen. By examining this token, we aim to fully delve into the social significance and implications woven into Lleida's multilingual use of language.

The LL analysed will be La Pinta Rock & Burger, a well-known restaurant located in Lleida. It is categorized by prominent descriptive features. Firstly, the support includes commercial signage, for instance: the exterior storefront signs, interior menu boards and advertising signs. The activity domain of the restaurant falls within the hospitality sector, specialising in food services, stating a production function in the field of commerce.

On a linguistic level, the sign type is essentially commercial and aimed at advertisement and information purposes. The foreground/main language of the signage is Spanish, which is commensurate with the local language environment. English comes in as the background/secondary language, in keeping with the international popularity of rock culture and potential international customers. Finally, the alphabet involved is only the Latin one, used across each language displayed. 

To sum up, this LL token provides valuable information about the meeting point of the influence of external language in Lleida. In this study, we seek to contribute to the visibility and representation of languages in public spaces.

Figure 1- Map of Lleida.

Source: Maria Sabaté Dalmau 2025, Appendix 1.

2. CONTEXTUALIZATION:  

La Pinta Rock & Burger bar is located at Carrer Baró de Maials, 89, 25005, Lleida, Catalonia, Spain. This establishment is situated in Balàfia, a predominantly residential neighbourhood known for its strong community ties and a variety of local businesses. The area is home to families, long-term residents, and a growing number of younger visitors, including students and professionals, who frequent restaurants, bars, and entertainment venues. Balàfia as a whole reflects a stable, family-oriented community. 

Demographic profile

This neighbourhood also offers a balance between traditional residential life and modern economic activity. Though it is not part of Lleida’s historic or commercial centre, Balàfia has seen steady growth in local businesses oriented to a diverse range of customers. The presence of bars and restaurants like La Pinta Rock & Burger showcases the area’s change towards new gastronomic spaces, blending traditional, classic Spanish café and bar culture. 

Figure 2- Map of Balàfia

Source: Picture taken from Google Maps on March 8th, 2025

Socioeconomic profile

Economically, Balàfia is a stable middle-class neighbourhood with a combination of long-established residential areas and modern commercial developments. It maintains a standard of living that supports small businesses, local trade and independent establishments such as La Pinta Rock & Burger, rather than falling into the high-income category.

Housing in Balàfia is dominated by flat developments and mid-rise housing, with some localities having low-cost rented properties, making it attractive to professionals and young residents. Although it is not considered a transit zone, Balàfia has some population fluidity due to student and professional movement, though less transient than the city centre of Lleida. 

Figure 3- The surroundings of our LL

Source: Photo taken by the authors of the blog. 25th of March 2025

Balàfia’s neighbours are mainly from Spain, according to the data basis of foreigners of 2023. More specifically, the foreign population which is documented is 3.401, being the most present nationality the Moroccan, with 791 people. 

The local economy is centred on retail shops, supermarkets, small businesses and hospitality establishments. Restaurants and bars, including La Pinta Rock & Burger, are part of the developing economy of the area, providing social entertainment facilities for residents and tourists to enjoy.

3. METHODOLOGY

The first fieldwork visit was carried out to examine the linguistic environment and social dynamics in and around La Pinta Rock & Burger. The initial visit concentrated on passive observation, documenting the pictures needed for the first part of the project (the bilingual sign of the business and its surroundings).

The second fieldwork visit took place several days later, and it made us question the languages used by the owners to create their business name and why they included English in it. The main reason would be that it would attract more clients and also, have a wider impact on tourists, and international reach and the fact that it would make the name more catchy.  

The last visit was made to go deeper into the locals around our LL. During this visit we realised the locals surrounding it included Catalan, Spanish and English, as for instance, “Món Pilates” or “Lifestyle”, seen in Figure 5. These data lets us to the conclusions that this neighbourhood has mainly local languages but also includes English in many of the locals around.

Bottom-up and top-down policies

Catalonia’s language policies focus on the importance of Catalan as the institution and leading language. This is reinforced by local policies in Lleida with business indications, public communication, and educational guidelines. Although Spanish remains dominant and widely understood, Catalan prevails in public administration, education, and official documents, impacting in businesses such as La Pinta Rock & Burger. 

As the Parliament of Catalonia stated in 2006 in Article 6.2, “Catalan is the official language of Catalonia. So is Spanish, which is the official language of the Spanish State. Everyone has the right to use both official languages ​​and the citizens of Catalonia have the right and duty to know them”.

According to that, we can relate it to Article 14 (Sabaté, M, 2025) which states that the public signs must be normally redacted in Catalan. Even being Catalan the official language, like Spanish, we can observe that many locals such as our token, use other languages such as English in order to achieve their aims, for instance, to have a wider spread of clients.

Despite top-down regulations, La Pinta Rock & Burger exhibits a grassroots approach in which linguistic practices of the business. Employees frequently both speak in Catalan and Spanish, choosing which to use based on the customer’s approach. The menu and marketing materials mainly showcase Spanish, appealing to a wide audience, while conversations with local clients frequently happen in Catalan. The incorporation of clients further enhances the linguistic blend.

• Language Use in Business Branding and Marketing: Numerous businesses automatically accommodate customer choice in linguistic practice. Despite official policy, companies tend to use Spanish in branding and advertising in order to appeal to a larger base of customers.

• Grassroots activity among communities, in the form of cultural celebrations and local gatherings, encourages organic Catalan usage throughout grassroots action, and, therefore, simulates businesses to apply the language without any statutory mandate.

Linguistic context

The linguistic landscape (LL) of Balàfia features a mix of Catalan and Spanish signs, while certain businesses also use English for branding purposes. Within and near La Pinta Rock & Burger, street signs and public announcements are predominantly in Catalan, showcasing local regulations. Nevertheless, commercial ads and graffiti frequently showcase a blend of languages, reflecting various influences. 

During fieldwork visits, the dominant languages we heard were Catalan and Spanish, with occasional occurrences of English and Arabic, showcasing the area’s multicultural environment.

Figure 4- LL surrounding 

Source: Photo taken by the authors. 25th of March 2025

4. RESULTS AND DISCUSSION

Figure 5- Picture of our token

Source: Photo taken by the authors. 21st March 2025

Multiple values of the token

La Pinta Rock & Burger carries multiple layers of meaning in its linguistic and social context, such as:

• Aesthetic value: The establishment combines modern urban aesthetics with traditional bar standards. Its branding, decor, and signage promote a young, progressive vibe that is accessible to a broad demographic. 

• Cultural value: While it can’t be called a historical place, the restaurant is a reflection of a shift in the gastronomic landscape of Lleida, with its emphasis on fusion and international cuisine experiences, reflecting other sociocultural changes in the region

• Identity value: The space functions as a community centre for both locals and students, creating a sense of community among locals and internationals. It also has a hybrid identity, where local Spanish and Catalan cultures coexist with international ones.

• Productive value: La Pinta Rock & Burger is valuable to the local economy as it generates jobs and social interaction in a business environment.

• Social value: The venue facilitates the trading of languages and establishes social connections, particularly among young locals and tourists from diverse backgrounds.

Social Meanings and Linguistic Dynamics

La Pinta Rock & Burger is a reflection of the broader linguistic and cultural evolution occurring in Lleida. The application of English in communication and branding is a sign of Anglicisation brought about by economic globalisation and the global reach of business. While Catalan and Spanish still dominate ordinary interactions, English comes across as the symbol of contemporariness and international status, especially for firms appealing to young people.

In migratory and social mobility terms, Lleida has experienced growth in international students (ERASMUS), tourists, and migrant communities, all of which shape the change in the linguistic environment, while Catalan remains institutionalized.

Positioning on language and power

The existence of two or more languages in Lleida refers to issues of inclusion, exclusion, and power struggles associated with language use. Despite the official status of the Catalan language, Spanish is the hegemonic language both in informal and business settings. The use of English, although less frequent, shows us issues of accessibility and reification of language hierarchies.

The increasing presence of multilingual signs and announcements is a move towards inclusiveness; but it also points to the danger of linguistic displacement, where minority languages such as Arabic or Romanian are likely to be marginalized in favour of major world languages, especially English.

Overall, Balàfia is a district that blends traditional residential living with an active economic and social life. The presence of establishments such as La Pinta Rock & Burger is an indication of this evolution, offering both locals and tourists a glimpse of modern dining without sacrificing the communal spirit that characterizes the district.

5. CONCLUDING THOUGHTS

Linguistic landscaping presents us with an informative frame of reference with which to approach the intersection of language, identity and public space. How purposive language is deployed within commerce to create a setting, invite certain social groups and reflect cultural influence, is examined through the analysis done to La Pinta Rock & Burger. By situating our focus on the context of this local scene, we position our theory concerning ordinary experience, therefore stating the pedagogical value of linguistic landscaping.

Linguistic choices on signs, menus, and decorations at La Pinta Rock and Burger contribute to an identity that is cosmopolitan and yet unequivocally based on alternative subcultures. As the English regime prevails over marketing and thematic branding, Catalan and Spanish are still written into daily interaction, evoking a duality of language in which global and local selves meet.

The English dominant linguistic aspect (menu boards to wall decorations and image branding) is an exhibition of the presence of American rock culture worldwide and the popularity of English among young people and entertainment sectors across the world. Apart from offering the visual identity of the place, this use of language creates accessibility for clients who are not Spanish or Catalan speakers.

La Pinta Rock and Burger shows how language is employed beyond communicative purposes—it turns into a form of cultural representation, economic mission, and communal fabrication. Through our experience in such places, as students and critics, our ability to balance theory and practice is expanded, offering a richer view of how language interacts with identity, globalization, and local sociolinguistic environments.

As a commercial venue, La Pinta Rock and Burger is also a social space within which language is used as a marker of membership. The site is a crossroads for rock enthusiasts, alternative lifestyle individuals, and hybridity culture enthusiasts. The consumers, through how they utilize language, are assisting in creating a shared, subcultural identity. This exercise confirms the belief that linguistic landscapes are not passive representations of language use but dynamic spaces of social meaning-making. 

With the deployment of TKA (Technology of Knowledge Acquisition) and TEP (Technology of Empowerment and Participation) here, we have created critical witnesses to inner city commercial environments' sociolinguistic realities. We become not only witnesses of use but also witnesses to observing how the language options shape consumer perception, build identity and jointly create more general social narratives in multilingual settings.

REFERENCES:

Blommaert, J. (2010). The Sociolinguistics of globalization. https://doi.org/10.1017/cbo9780511845307 

Estatut d’autonomia de Catalunya. (n.d.). Portal Jurídic De Catalunya. https://portaljuridic.gencat.cat/ca/normativa/dret-a-catalunya/lestatut/ 

Estrangers per barris i paisos. (2024, December 23). Paeria.Es. https://aplicacionsweb.paeria.es/eOpenDataPublicWeb/faces/ca/cataleg/territori/demografia/estrangers-per-barris-i-paisos-2023/detalls 

Generalitat de Catalunya. (n.d.). Language policy in Catalonia: Catalan as the primary official language. https://llengua.gencat.cat 

Idescat. Padrón municipal de habitantes. Población a 1 de enero. Por sexo. Per agrupacions censals. (2024, November 7). https://www.idescat.cat/pub/?id=pmh&n=446&by=ac&lang=es 

Institut d’Estadística de Catalunya. (2025). Institut d’Estadística de Catalunya. https://www.idescat.cat/

La Paeria - Ajuntament de Lleida. (2025). La Paeria - Ajuntament de Lleida. https://www.paeria.cat/

La Pinta Rock & Burger | Lleida · Carrer Baró de Maials, 89, 25005 Lleida, España. (n.d.). La Pinta Rock & Burger | Lleida · Carrer Baró de Maials, 89, 25005 Lleida, España. https://www.google.es/maps/place/La+Pinta+Rock+%26+Burger+%7C+Lleida/@41.6270593,0.629283,16z/data=!3m1!4b1!4m6!3m5!1s0x12a6e04527d4a443:0x3dc171af4e2f2eb5!8m2!3d41.6270593!4d0.629283!16s%2Fg%2F11bwhb864_?hl=es&entry=ttu&g_ep=EgoyMDI1MDMwNC4wIKXMDSoASAFQAw%3D%3D

Llei de política lingüística. (n.d.). Llengua Catalana. https://llengua.gencat.cat/ca/serveis/legislacio_i_drets_linguistics/llei_de_politica_linguistica/index.html

Sabaté, M (2025). English Language in Context - Project Information_Assessment_Steps_Outcome.pdf - Accessed on March 27th, 2025

Parliament of Catalonia. (2006). Statute of Autonomy of Catalonia (Article 6.2). https://portaljuridic.gencat.cat/ca/document-del-pjur/?documentId=401680&language=ca#1097623

Rao, P. S. (2019). The role of English as a global language. Research Journal of English (RJOE), 4(1), 65-79. https://www.researchgate.net/publication/334282978