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Informalization and Hybridization of Speech Practices

Polylingual Meaning-Making across Domains, Genres, and Media

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Edited By Amei Koll-Stobbe

Speech practices as discursive practices for meaning-making across domains, genres, and social groups is an under-researched, highly complex field of sociolinguistics. This field has gained momentum after innovative studies of adolescents and young adults with mixed ethnic and language backgrounds revealed that they «cross» language and dialectal or vernacular borders to construct their own hybrid discursive identities. The focus in this volume is on the diversity of emerging hybridizing speech practices through contact with English, predominantly in Europe. Contributions to this collected volume originate from the DFG funded conference on language contact in times of globalization (LCTG4) and from members of the editor’s funded research group «Discursive Multilingualism».

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Creative naming strategies of burger shops in Berlin:

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A qualitative linguistic landscape analysis

Abstract: This paper examines the discursive functions of burger shop signage in the urban setting of a district in central Berlin through a qualitative ethnographic linguistic landscape study. The study investigates whether naming strategies of burger shops reflect local or global characteristics, especially by their choice of language and references to space. The shop names studied in this paper include 44 burger shop names that were gathered by taking photographs in the district of Friedrichshain-Kreuzberg. The names were first categorised according to their direct and indirect discursive functions and then qualitatively analysed regarding creative linguistic practices. For the qualitative analysis, the collected photographic material was supplemented with additional information from the respective websites of the burger shops. The findings of this study reveal that there are direct and indirect discursive functions in burger shop signage. Moreover, the data indicate that globalisation and localisation processes can be discovered in burger shop names. The process of globalisation is recognisable by the number of burger shops in the district and the use of the English lexicon, whereby the localisation processes in burger shop names become visible through the lexical references to the location of a certain restaurant, for example, by referring to its neighbourhood.

Keywords: signage, linguistic landscape, naming strategies, discursive function

1 Introduction

In recent years, the variety of burger shop types in the linguistic cityscapes1 of different German cities has vastly increased.2 This trend towards alternative ←181 | 182...

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