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Glocal Commercial Names in the Linguistic Landscape of the Baltic States

  • Solvita Pošeiko
Chapter

Abstract

This chapter explores commercial names in the Baltic states with regard to international influence and local language practices in terms of glocalization. Results from content analysis of commercial names suggest that glocal tendencies of the Baltic LL include, first, the use of global languages (mainly English, but also classical languages) in symbolic or mixed names as one of two, or less commonly three, used languages. Second, patterns of glocalization can be found in the localization of common internationalisms and concepts (literary, artistic, mythological), or through the creation and use of local variations (including transliterated words from Cyrillic). Glocal practices in the Baltic LL in this sense display an adaptation of the principle of global to local. This suggests that the Baltic states have more or less ‘absorbed’ global cultures, traditions and habits, accepting them and adapting them to their typical daily experiences.

Keywords

Commercial names Glocalization Global languages Internationalisms Transliteration 

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Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Limited 2019

Authors and Affiliations

  • Solvita Pošeiko
    • 1
    • 2
  1. 1.Rēzekne Academy of TechnologiesRēzekneLatvia
  2. 2.University of LatviaRigaLatvia

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