‘Es ven espanyol’ a Grècia
Mercantilització lingüística en el paisatge semiòtic d’Atenes i Drama
DOI:
https://doi.org/10.12797/SI.25.2025.25.05Palavras-chave:
paisatge lingüístic, etnografia, semiòtica urbana, espanyol, mercantilització lingüísticaResumo
En el context polític-econòmic del neoliberalisme actual, les llengües s’empren en moltes ocasions com a mercaderies comercialitzables, una mercantilització estretament lligada als processos de turistificació i gentrificació dels espais. És precisament la construcció del significat a través de l’ús i la col·locació dels signes en els espais públics el que explica que els estudis de paisatge lingüístic i semiòtic (PL) s’hagen convertit en fonamentals per observar les dinàmiques socials globals, ja que constitueixen indicadors fidels dels processos de canvi social i del caràcter dinàmic i fluid de les societats contemporànies de la globalització. Justament en aquest treball el nostre objectiu és analitzar de quina manera i amb quins efectes es mercantilitza i instrumentalitza “l’espanyol” en els establiments comercials (crematònims) de les ciutats d’Atenes i Drama, signes en espanyol recollits durant els estius de 2023 i 2024. Així doncs, des d’un enfocament semiòtic i etnogràfic explorem quins valors ideològics mobilitza el recurs de la llengua i la cultura en espanyol en aquests contextos, en què es converteixen en objectes de màrqueting, distribució i consum en l’economia grega. L’anàlisi dels signes i missatges comercials en espanyol a Grècia ha evidenciat que aquests han estat acuradament elaborats i produïts amb l’objectiu d’atraure, fonamentalment, el públic grec de classe social alta, fruit de l’acció de diferents agents de diverses procedències, tant locals com internacionals, que lliguen l’espanyol amb el cosmopolitisme i l’autenticitat.
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