Original scientific paper

LINGUISTIC LANDSCAPE IN THE CITY OF OSIJEK

Tanja Gradečak-Erdeljić orcid.org/0000-0001-6328-6120 ; Faculty of Humanities and Social Sciences, University of Osijek
Jadranka Zlomislić orcid.org/0000-0003-4007-1877 ; Faculty of Humanities and Social Sciences, University of Osijek

Abstract

Our linguistic landscape research explores the sociolinguistic situation
in the city of Osijek with a particular emphasis on the linguistic and cultural
implications for the Croatian speech community. The study aims to
answer the following research question: To what extent does the linguistic
landscape of Osijek reflect the influence of the American language
and culture? Using theoretical paradigms and analytical instruments of
linguistic landscape methodology we analyzed linguistic signs collected
at survey areas in the city. This analysis considers the influence on the
linguistic landscape of Osijek of factors such as geographic distribution,
power relations, prestige, symbolic value, identity issues, tourism,
language vitality and literacy. Data analysis results have shown that the
linguistic landscape in Osijek has been shaped by Americanization in all
aspects of social and cultural identity. English prevails as the preferred
language of Croatian non-native English speakers to the extent that not
only has English pushed out Croatian as the language of popular use but
American cultural values are competing with the local culture.

Keywords

linguistic landscape; public sign; survey areas; visual imagery; Global English

Hrčak ID:

218149

URI

https://hrcak.srce.hr/218149

Publication date:

22.12.2014.

Article data in other languages: croatian

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