English shop names in the retail landscape of Medellín, Colombia

Abstract

The city of Medellín, Colombia's second largest, impresses the visitor. What was once the most dangerous city in the world has gone through a metamorphosis since drug lord Pablo Escobar's death in 1993. Indeed, in 2013, Medellín was named the World's Most Innovative City by the Wall Street Journal and the Urban Land Institute (ULI). ‘Few cities have transformed the way that Medellín… has in the past 20 years' reads the ULI's explanation (Wall Street Journal, 2013, online). Medellín is now poised to move forward with its innovative infrastructure projects, and looks to position itself as a center of international business, technology, and education (Alexander, 2015). One of the ways in which this new international outlook manifests itself is in the ever-increasing use of English in various areas of public life, notably in advertising and in shop names. Accordingly, this study explores and describes the use of English in shop names in a cross section of commercial areas in Medellín. First, we consider the use of English shop names in four shopping malls that serve customers from a variety of socioeconomic strata. Note that our use of ‘shop’ refers not only to stores but also restaurants, bars, travel agencies, and any other commercial enterprise. Second, we look at four public commercial corridors (retail streets or demarcated zones) in metropolitan Medellín through a similar lens. From these two commercial venues, we find that English use is common in Medellín's retail landscape and that it increases as the socioeconomic status of the target consumers increases.