KIDDIWINKLES: A PLACE WHERE LANGUAGES MINGLE By Abril Martínez, Cecilia Ureña & Rut Manzano

KIDDIWINKLES: A PLACE WHERE LANGUAGES MINGLE

By Abril Martínez, Cecilia Ureña & Rut Manzano

INTRODUCTION

In today’s highly globalised world, public spaces have been immensely affected by the diverse languages found in our society, linked to the ICT, mobility and accessibility of resources and increased transnational populations. The reflection of these can be found in advertisements, signage, commercial displays, moulding Linguistic Landscapes (LL) all over urban spaces and cities. According to Mooney and Evans (2019), a language must be conceived as something abstract and elusive: a social practice rather than a given objective reality. Therefore, there are different factors that induce variations in language, such as demographies, gender or class-related connotations.

The importance of LL as a resource lies on the processes of Englishisation and multilingualism in urban environments. According to Sabaté-Dalmau (2022), the incorporation of English in local contexts proves the fact that English is moulded for specific cultural and social contexts. In the case of Kiddiwinkles, its title has been adapted to attract families whose goal is to raise bilingual children. In addition, the authors of this blog believe that the selection of this name for an English school was intentional, as it rhymes.

Our token consists of a sign posted in an English school, called Kiddiwinkles, situated in the number 18th of Carrer Segrià in Universitat neighbourhood (number 3) in the city of Lleida. As an education-oriented business which offers English reinforcement lessons to children, it also has a commercial objective, since it is intended to attract learners and create profit out of it. As a result, our token belongs to the commercial category of LL since it works as an advertisement designed by private owners.

The sign is composed of more than one language: Catalan (in words like: "professorat nadiu…") and the two registers of English, formal (in words like: learning, care…) and informal (Kiddiwinkles). Furthermore, it is monoglossic as it only uses the Roman alphabet.

At first glance. it seems as if both languages are equally presented. However, if one counts the number of words used in each of them, it is observed that Catalan is prominent by circa 5 words. The Catalan language is used to make all the important information understood by the interested, therefore, working as the principal language. Meanwhile, the English language, as our public space is an English school, is used to catch the attention of interested clientele.

This study aims to explore the relationship between language and society by raising awareness. from a multilingual and multicultural perspective, of the social roles and meanings associated with English as a global language and with multilingualism in the city of Lleida.

CONTEXTUALISATION

Our token is located in the third neighbourhood of Lleida, known as ‘Universitat’ (see Figure 1), specifically at number 18th of Carrer Segrià (see Figure 2). The businesses that are near our linguistic landscape are the bar Bar Nou Sam (see Figure 3) and a bakery called Forn de pa Prioratina (see Figure 4), both at the end of the same street.

Across from the academy, there are stores from different areas, like the veterinary clinic Anadón Veterinaris (see Figure 5), a music school called Arts Musicals (see Figure 6), a repair shop called Serra Motor Expert (see Figure 7) or the electronic devices store Centre Electronic (see Figure 8), among others.

The predominant language used in these businesses is Catalan. Nevertheless, there is another store besides Kiddiwnikles that used English as a productive value: Serra Motor Expert.

Figure 1. Lleida’s neighbourhoods.

Source: GIFEX https://gifex.com/fullsize2/2011-04-14-13453/Barrios_de_la_ciudad_de_Lerida.html

Figure 2. Kiddiwinkles Lleida Location.