Linguistic ‘productscape’ and ethnolinguistic vitality

Abstract

This paper examines the relationship between the ethnolinguistic vitality of the Arabic language and the linguistic landscape of dairy products in Israel, which we label the linguistic ‘productscape’ of milk products. The research stems from the following research questions: What is the social and political meaning of the printed language(s) on dairy products in Israel? How do they reflect the linguistic diversity of the country and how do they impact the visibility and, therefore, the vitality of Palestinian Arabic in Israel? Based on the analysis of ethnographic data of language on milk products and advertising campaigns from Tnuva, Tara and Yotvata, collected in Israel between 2015 and 2023, we argue that the realm of commercial products (and crucially of basic necessities, like milk products) has a prominent role in shaping the symbolic capital of languages within multilingual societies. Specifically, we highlight the responsibility of private dairy company managers, specifically in their choices of language on products packages and advertising campaigns, which contribute to the linguistic landscape, influence ethnolinguistic vitality, and ultimately play a role in the Israeli-Palestinian conflict.