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Multilingualism and Gentrification in Lavapies' Linguistic Landscape

Publicado en:Kamchatka. Revista de análisis cultural. (20): 381-402 - 2022-01-01 (20), DOI: 10.7203/KAM.20.23179

Autores: De Lobado, Ester Saiz

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Resumen

The following interdisciplinary paper is a sociolinguistic -based analysis of the discursive strategies associated to multilingualism and interculturality in Lavapies, Madrid, This study will focus on the visible semiotic sings observed in the public space, which in turn reflect the languages used and the products marketed in Lavapies. However, the samples also suggest that this-genuine-interculturality is being exploited as a marketing strategy linked to gentrification. The combined analysis of both realities will allow, together with data from official sources, to draw a complete picture of this specific territory, Multilingualism and gentrification will be analysed using a Linguistic Landscape perspective, by studying the samples contained in Lavapies' Linguistic Cartography, that include traces of these two parallel processes the territory is undergoing. A detailed contextualization of the territory-where these communicative, social, and economic events take place- will also be provided since this area has historically helped shape Madrid's genuine tradition. The observed results have not only revealed that both processes are present and undergoing in this territory, but also the power imbalance between the languages, the effects of globalization touristification and gentrification-, the organized response by the neighbours of Lavapies, as well as the longterm effects of colonialism.

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