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 Dataset 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

New Moroccan shops, bars, night shops and telephone shops 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

Method of Barni and Bagda: 5 main criteria Data collection Posters Name tags on house Shop front Kiosk Mobile signs Written text Local interview Hypothesis Data reduction Method of Barni and Bagda: 5 main criteria Data analysis Maps of particular monolingual or multilingual areas Bottom-up Fieldwork

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 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 JAN

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 ?