Hybrid Names of Commercial Organizations in the Linguistic Landscape

Multilingualism has been still impacting and somehow challenging the processes of globalization and acts as a socializing force that connects people building up new forms of communication. The present study aims to examine the dynamics of hybrid naming practices in the linguistic landscape of Kazakhstan's capital, focusing on how the interplay of languages reflects broader sociolinguistic trends and the nation’s language policy. By examining the intersection of trilingualism (Kazakh-Russian-English) and bilingualism (Kazakh-Russian, Kazakh-English), this research uncovers emerging trends in language use. The methodology of this research combines visual ethnography and critical discourse analysis, with data collection involving photographic documentation of signage and supplementary information from the 2GIS application. The findings demonstrate that commercial signage not only mirrors but also actively promotes key trends in Kazakhstan's language policy, such as national identity formation, the process of Latinization, multilingualism, and the influence of globalization. These insights contribute to a deeper understanding of how language policies shape public spaces and highlight the role of commercial signage as a site for negotiating linguistic and cultural identities in a globalized world.