Linguistic Landscape of the Turnhoutsebaan

Business Communication – English

Prof. T. Van Hout and S. Hughes

***

Florence Fourneau

Naoual Moussati

Willem Pijffers

Table of content • Introduction Turnhoutsebaan

• Fieldwork

– Data Collection

– Data Reduction

– Data Analysis

• Dataset

• Method of Barni and Bagda

• Summary

Introduction Turnhoutsebaan

1970 – 1990

• New business with second-hand

goods and ‘junkshops’

• Empty buildings filled with seedy

night shops by immigrants

• Urbanisation because of vacancy

1990 – 2000

• New Moroccan shops, bars, night

shops and telephone shops

• Multicultural middle class:

– Moroccan people

– East-European like Polish

– Black African, Middle-East, Asia and

Balkan

Fieldwork

• Posters• Name tags on house• Shop front• Kiosk• Mobile signs• Written text• Local interview • Hypothesis

Data collection

Dataset

Method of Barni and Bagda with 5 main criteria

Textual genres

Photo Monolingual Bilingual Multilingual Advertisement Information brochure

1 Dutch, Spanish ***

2 Dutch, Arabic ***

3 Dutch, Arabic ***

4 Dutch, English, French ***

5 Dutch, English, French, Arabic ***

Method of Barni and Bagda with 5 main criteria

Location Domain Place

Photo Advertising showcase

Billboard Facade advertising

Educational Work Office Shops

1*** *** ***

2*** *** ***

3*** *** ***

4*** *** ***

5*** *** *** ***

Picture 1

Dominant language: • Spanish

Translated: • 1 text

Picture 2

Dominant languages: • Dutch and Arabic

Translated: • Interesting fact: One

word NOT translated

Picture 3

Semiotic resources:• Bottom-up

Dominant languages: • Dutch and Arabic

Picture 4

Semiotic resources:• Dutch and Arabic

Dominant languages: • Dutch and French

Picture 5

Semiotic recourses:

• mix of top-down and

bottom-up

Dominant languages:

• Dutch

Translated:

• driving school

Summary

– Bilingual and multilingual signs

– Languages: Arabic and Dutch

– Active Moroccan community

• “Public spaces are social arenas and in a public space

certain groups will try to acquire authority and control.”

– Position of Dutch

Questions ?