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This dissertation presents the complex dynamics of Puerto Rico’s Linguistic Landscape (LL), focusing on the interplay between Spanish and English in public signage. As a bilingual unincorporated territory of the United States, Puerto Rico presents a unique setting where linguistic contact, identity formation, and sociopolitical tensions converge. This study explores the sociolinguistic factors that shape language visibility and use across the archipelago by analyzing the language used in public spaces, such as commercial signs, traffic signals, shopfronts, and official signage (Landry & Bourhis, 1997; Gorter, 2006).
To analyze the LL, this study investigates the impact of social forces on language display through a quantitative approach, focusing on five regions with distinct socio-demographic characteristics: Río Piedras, Condado, Vieques-Isabel II, Vieques-Esperanza and Guaynabo. Each region reflects different income levels, tourism influence, and language use patterns by ethnic groups. The analysis leverages data collected from 2,185 photographs of public signage, documenting language distribution and use. Using tools such as ArcGIS and SPSS, quantitative methods were employed to map language visibility, analyze regional language patterns, and measure factors like income, hotel density, and ethnicity, which were selected for their known significance in global LL studies (Ben-Rafael et al., 2006; Carr, 2017; Bruyèl-Olmedo & Juan-Garau, 2015; Heller, 2003, 2014).
The findings reveal significant regional differences in language use. Spanish signage dominates economically disadvantaged areas, while English signage is more prevalent in affluent, tourist-centric zones. Overall, 77.7% of analyzed signs were monolingual, with Spanish slightly more common than English (53% to 46%). However, English was notably prominent in specific areas like Condado and Vieques-Esperanza, which were linked to high tourism and economic prestige (Gorter, 2006). Bilingual signage, where present, typically positions Spanish in a more prominent or central role, with English appearing in secondary sections. This trend suggests that while English is associated with international business and tourism, Spanish remains central to local identity.
Additionally, this dissertation examines the role of carriers—physical objects or locations where signs are displayed—in shaping Puerto Rico's LL. Findings showed distinct language preferences based on the carrier's target audience: businesses oriented toward international visitors, such as tour companies and hotels, predominantly use English, while religious institutions consistently display signage exclusively in Spanish. This contrast reflects a broader commitment to cultural identity and heritage preservation within the local Spanish-speaking community.
A dichotomy in language use is also noted across different sectors. Essential sectors like healthcare and finance primarily employ Spanish to ensure effective communication, while leisure sectors such as entertainment and fashion lean towards English to appeal to a global audience. Additionally, non-affiliated signage, which represents grassroots community messages, predominantly features Spanish, aligning with the local population's linguistic identity.
The study further investigates how language policy and globalization influence public signage. Despite Spanish’s status as the primary language, English maintains a stable presence due to both Puerto Rico's colonial ties to the U.S. and the economic importance of tourism and international commerce. The findings illustrate how sociopolitical and economic factors shape language use in public spaces, highlighting the coexistence and tensions between local identity and global forces.
By integrating geographic analysis with sociolinguistic theory, this dissertation provides a nuanced perspective on the role of the LL in Puerto Rican public life. It contributes to discussions on language policy, politics, and urban planning, emphasizing the importance of language as both a cultural and economic asset in multilingual regions where local identities intersect with global forces. Beyond Puerto Rico, the study offers a framework for analyzing LLs in other multilingual, socio-politically complex settings worldwide.