The English language in local store naming in Puerto Rico : a sociolinguistic study

Abstract

Puerto Rico’s history and English becoming a prevalent and frequently used global language employed as a tool for economic growth has influenced islanders’ language perspectives and, as a result, there has been a constant contention between the polarizing stances of resisting or assimilating to English; reflected on the language choice in local store names. Previous research has pointed out Puerto Ricans’ resistant attitudes towards the English language in order to protect their native culture. Yet, other research demonstrated an acceptance and desire for English due to the social prestige and lucrative employment opportunities ascribed to it in Puerto Rican society. Furthermore, recent research has shown that English, being a global phenomenon, is being used in business to break language barriers and for the modern and prestige globally ascribed to it. This qualitative study utilized interviews with local store owners in Western Puerto Rico to explore the spectrum of attitudes towards the island’s language situation and to detect the social factors involved in the hope of shedding light to a limited extent upon ways these owners view the use of English in their places of work. Contrary to what has been concluded in other research, the current study shows that western Puerto Rican store owners appear to be more accepting of the English language. The data suggests that they do not seem to view English as a sign of cultural assimilation or a superior, prestigious language, instead it is viewed by these storekeepers as a communicative tool that makes it possible for them to obtain more and diverse social opportunities, economic opportunities, and professional opportunities.