A City in Shame: The Cairene Linguistic Landscape and Cultural Distinction

Abstract

Authoritarian placeless projects after 2017 introduced a significant shift in Cairo’s linguistic landscape; giant streets and electronic billboards, banners, and signs co-shaped the city’s global image. Promoting English and bilingualism (English-Arabic) created the study question. Why do advertisements address the Arabic-speaking population in English? This study aims at investigating the Cairene linguistic policy and its cultural meanings. The field study occurred between 2020 and 2022 in around twenty sites in Cairo, among which authoritarian placeless projects were significant. Exploring Cairene linguistic landscape in Cairo is based on former literature and observations while moving around in public spaces on foot and by car. Around 20 locations were visited, 120 photos were taken, and spontaneous interviews were conducted. The collected data were produced during two years (2020-2022) of fieldwork in Cairo. Describing and categorising the Cairene linguistic landscape identified its cultural values. Moreover, exploring historical changes in the 19th and 20th centuries explained the linguistic socio-cultural roots. The culture of shame bridges shifting from pride to profit in Cairo’s linguistic landscape, presenting countless symbolic meanings, among which cultural distinction, linguistic centrality and marginality are significant.

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