Naming businesses – in the context of bilingual Finnish cityscapes

Abstract

Abstract Linguistic landscapes do not only function as a source for quantitative information about language use. They can also mediate information about power relations and identities in a society that constructs a specific linguistic place. Through a discussion of the commercial names that can be seen on the streets of bilingual Finnish towns, this study sheds light on how (or if) the bilingualism of the community is reflected in the naming of businesses. While all official signs (and names) use Finnish and Swedish in parallel, the commercial language use is more diverse. The names of businesses can be part of one or both (or neither) of the national languages. The analysis of the names of local businesses in two small-sized towns shows that in a town with Finnish majority, Finnish names dominate the scene. A Swedish majority is needed for both languages to be visible in the commercial sphere (i.e. for Swedish to gain status in commercial naming). Even English or universal names are popular, irrespective of the linguistic situation. Commercial names have a role in the construction of the linguistic place, but that place is not necessarily a bilingual Finland.

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