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Glocal Commercial Names in the Linguistic Landscape of the Baltic States

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Multilingualism in the Baltic States

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.

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Notes

  1. 1.

    Research into the LL was carried out by students and researchers of the Rēzekne Academy of Technologies or RTA (including the author of the chapter) within the scope of the project Research of Linguistic Landscape of Rēzekne City and Its Comparison to Other Baltic Cities (supervisors S. Lazdiņa, H. F. Marten) and the European Social Fund project Linguo-cultural and Socioeconomic Aspects of Territorial Identity in the Development of Latgale Region (supervisor S. Lazdiņa). The author of the chapter individually carried out LL research in Valmiera in 2012, Daugavpils in 2015, Visaginas in 2013 and Viljandi in 2014.

  2. 2.

    Latvian Official Language Law: www.vvc.gov.lv/export/sites/default/…/Official_Language_Law.doc, accessed 6 March 2018; Estonian Language Act: https://www.riigiteataja.ee/en/eli/506112013016/, 6 March 2018; Lithuanian Law on the State Language : https://www.uta.edu/cpsees/lithlang.htm, 6 March 2018.

  3. 3.

    Latvian Commerce Law (in Latvian ): http://likumi.lv/doc.php?id=5490, accessed 12 February 2018; Estonian Commerce Law: https://www.riigiteataja.ee/en/eli/504042014002/consolide, 12 February 2018; Lithuanian Commerce Law: http://www3.lrs.lt/pls/inter3/dokpaieska.showdoc_l?p_id=302415, 12 February 2018.

  4. 4.

    In 2007 a police report indicated that some visitors to KGB Golden Bonus had been using drugs. Allegedly, barmen secretly put illegal drugs into the alcoholic drinks of visitors (http://news.frut.lv/lv/horror/crime/12024, accessed 25 November 2017).

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Authors and Affiliations

  1. Rēzekne Academy of Technologies, Rēzekne, Latvia

    Solvita Pošeiko

  2. University of Latvia, Riga, Latvia

    Solvita Pošeiko

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  1. Solvita Pošeiko
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Editors and Affiliations

  1. Faculty of Education, Languages and Design, Rēzekne Academy of Technologies, Rēzekne, Latvia

    Sanita Lazdiņa

  2. DAAD Information Centre Riga, Riga, Latvia

    Heiko F. Marten

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Pošeiko, S. (2019). Glocal Commercial Names in the Linguistic Landscape of the Baltic States. In: Lazdiņa, S., Marten, H. (eds) Multilingualism in the Baltic States. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-56914-1_12

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  • DOI: https://doi.org/10.1057/978-1-137-56914-1_12

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