Spanish Loyalty and English Prestige in the Linguistic Landscape of Ciudad Juárez, Mexico

Abstract

Linguistic landscape (LL) studies in bilingual regions can reveal power dynamics between two languages, providing important information regarding their status and vitality. To analyze the relationship between Spanish and English in Ciudad Juárez, a city on the south side of the U.S.-Mexico border, we collected 1649 pictures of public signs in several sections of the city, whose “wellness levels” differ from each other. Pictures were coded for several factors, including language choice, business type, sign type, and the main and informative section, amongst others. Results show that while Spanish is the most frequently used language, English has a strong presence in the LL of Ciudad Juárez. The main factor affecting language choice is “business type”. Certain businesses within the “beauty” category tend to favor the use of English, while businesses within the “home” category favor the use of Spanish. An analysis of socio-economic status (SES) and language choice revealed a direct relationship between them: English is favored in high-income neighborhoods, while Spanish is favored used in low-income areas. The analysis of the main and informative sections on signs further confirmed the prestige assigned to English, which appears mostly in the main and most prominent sections of a sign. Our research shows that although Spanish vitality in Ciudad Juárez is strong, English is used in advertising because it is prestigious and increases the value of products and services, making them more appealing to shoppers.