THE DISPLACEMENT OF VISUAL MULTILINGUALISM: THE AESTHETIC HEGEMONY OF ENGLISH IN THE PROCESS OF URBAN MODERNIZATION. STRATEGIES FOR MAINTAINING LINGUISTIC COEXISTENCE IN THE CONTEXT OF GENTRIFICATION.
Keywords:
Linguistic Landscape, Gentrification, Aesthetic Hegemony, Multilingualism, Urban Modernization, Collective Identity, Spatial Justice.Abstract
The rapid evolution of urban centers in Great Britain and the United States has positioned the linguistic landscape (LL) as a critical indicator of socio-economic transformation. This paper investigates the phenomenon of "linguistic displacement," specifically focusing on the aesthetic hegemony of the English language within the context of urban modernization and gentrification. As historically multilingual neighborhoods undergo physical and economic revitalization, there is a noticeable shift from organic, "bottom-up" multilingual signage to a standardized, "top-down" English-only aesthetic. This study argues that the transition toward minimalist, monolingual visual identities functions as a tool for social exclusion, signaling a shift in the intended audience from local ethnic communities to a more affluent, globalized class.
Through a comparative analysis of selected districts in London and New York, the research highlights how the removal of community-based languages reflects the loss of collective identity and cultural heritage. However, the study goes beyond identifying the erosion of diversity by proposing specific strategies for maintaining linguistic coexistence. By advocating for "inclusive signage policies" and the integration of heritage languages into modern commercial designs, the paper suggests that urban planners and business owners can foster a shared sense of belonging. The findings indicate that protecting the visual presence of minority languages is not merely a matter of preservation, but a necessary step toward achieving spatial justice. Ultimately, the paper concludes that for modernization to be truly progressive, it must harmonize economic growth with the linguistic realities of a diverse populace, ensuring that the "voice" of the street remains inclusive and representative of its historical roots.
Downloads
References
Barni M., Bagna C. A Mapping of Linguistic Landscape Methodologies // Linguistic Landscape: Expanding the Scenery. – London: Routledge, 2010. – Pp. 3–10.
Blommaert J. Ethnography, Superdiversity and Connection. – Bristol: Multilingual Matters, 2013. – 216 p.
Landry R., Bourhis R. Y. Linguistic Landscape and Ethnolinguistic Vitality: An Empirical Study // Journal of Language and Social Psychology. – 1997. – Vol. 16, Issue 1. – Pp. 23–49.
Leeman J., Modan G. Commodifying Culture: Heritage, Profit, and the Linguistic Landscape of Urban Space // Applied Linguistics. – 2009. – Vol. 30, Issue 3. – Pp. 332–353.
Pavlenko A. Linguistic Landscapes and Other Dotcoms // International Journal of Multilingualism. – 2017. – Vol. 14, Issue 3. – Pp. 1–15.
Pennycook A. Language as a Local Practice. – London: Routledge, 2010. – 176 p.
Shohamy E. Language Policy: Hidden Agendas and New Approaches. – London: Routledge, 2006. – 185 p.
Shohamy E., Gorter D. Linguistic Landscape: Expanding the Scenery. – London: Routledge, 2009. – 352 p.
Soja E. W. Seeking Spatial Justice. – Minneapolis: University of Minnesota Press, 2010. – 288 p.
Vertovec S. Super-diversity and its implications // Ethnic and Racial Studies. – 2007. – Vol. 30, Issue 6. – Pp. 1024–1054.
Zukin S. Naked City: The Death and Life of Authentic Urban Places. – New York: Oxford University Press, 2010. – 312 p.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
All content published in the Journal of Applied Science and Social Science (JASSS) is protected by copyright. Authors retain the copyright to their work, and grant JASSS the right to publish the work under a Creative Commons Attribution License (CC BY). This license allows others to distribute, remix, adapt, and build upon the work, even commercially, as long as they credit the author(s) for the original creation.
