LINGUISTIC LANDSCAPE IN THE CITY OF OSIJEK
LINGUISTIC LANDSCAPE IN THE CITY OF OSIJEK

Summary/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.

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