The Commodification of Language in the Linguistic Landscape: A Case of Commercial Signage of an Urban Space in Korea

This study examined the linguistic landscape (LL) of Ikseon-dong, analyzing the use of English on shop signs from the perspective of commodification of language. The findings reveal that English is extensively employed in various forms of language distribution, arrangement, and combination with other linguistic codes on shop signs. In the commercial signs in Ikseon-dong, English functions as a marketable commodity, holding a privileged status in today’s globalized world, particularly within commercial domains. It serves a practical role as a lingua franca for non-Korean sign readers, facilitating business promotion and market expansion. Moreover, in commercial signage, English acts as an influential marketing strategy, enhancing profitability and attracting customers by conveying positive symbolic meanings and adding value to products or businesses. English was used not only for shop naming but also as the sole medium of offering business details, thereby serving a strong informative function. This phenomenon is associated with the rise of English literacy and bilingualism in Korea, leading to Korean consumers’ construction of modern identity, which is associated with internationalism, progress, and innovation. The study sheds light on the intricate sociolinguistic dynamics of the LL in Ikseon-dong, where English serves both as an informative tool and a symbolic commodity.