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Transcript of MEXTESOL 2014
Mexico City: A tour of the linguistic landscape
Linguistic landscape (LL):
"...language in the environment; words and images displayed and exposed in public spaces...”
112 million people
EAP: 50 m (7, 12, 31)
in informal economy
- Measure the ‘presence’ and salience of English in the environment:
top-down (large national or transnational companies on elevated highways)
bottom-up (local shops in commercial patches)
Initial findings: Elevated highways
Initial findings: Commercial patches
Implications and possibilities
- Further exploration of the LL:
- Need for further research:
Pilar Aramayo Prudencio
Dry cleaning and launderettes
"the imaginary Mexico"
- Language of:
Education = Development
LL refers to "the visibility and salience of languages on public and commercial signs.”
Shohamy & Gorter (2009: 1)
societies, people (identities, class, policy)
- the system
- the messages
(Bonfil Batalla, 1987)
Landry & Bourhis (1997: 23)
- Identify the purposes for using English in advertising / store names:
informational / communicative
- Identify social meanings and values (socially) attributed to English.
"...foreign languages are used in ... advertising not for their communicative function, but for their symbolic value...".
Spolsky (2009: 35)
"...it is unimportant whether the advertisee understands the foreign words in an advertisement so long as it calls up the cultural stereotypes of the country with which the language is associated".
- Foreign language:
taught for 60+ years
- Spoken by 5-10% pop.
analysing the symbolic function, value and status of English.
real language levels in Mexico.
needs English, what for (levels by sector).
using LL as a pedagogical tool (see for example Sayer, 2009).
providing evidence for context-sensitive policy-making.