The linguistic commodification of Galician through advertising examples in the tourist context: commercial maximization of linguistic minorization
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From a critical sociolinguistic perspective, this article studies the consequences of the massive touristification of Galiza and the patrimonialization of Galician language as a tourist asset thanks to a central concept for linguistic anthropology: the commodification of language (Pujolar, 2020). We argue that tourism, as conveyed by Xacobeo, is central to the commodification of ethnicity (Comaroff and Comaroff, 2009) and language “as a sign of authenticity [...], useful as added value for niche markets” (Heller, 2010: 102). This will be shown through the analysis of a corpus of promotional videos from the Xunta de Galicia and the Gadis company, on the one hand, and a corpus of the linguistic landscape of Rua da Caldeiraria (Santiago de Compostela) and its shops, businesses and souvenirs, on the other hand. Our conclusions point to a sentimentalization of the Galician people (Miguélez-Carballeira, 2014) with political and sociolinguistic consequences for local communities.
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