Boxill, Ian; Hernandez, Edith
Author Affiliation, Ana.
Department of Sociology and Social Work
How Tourism transforms language: The case of Playa del Carmen,Mexico
Social and Economic Studies
Date of Publication
Discusses the relationship between tourism and the transformation of language in a popular tourism destination in Mexico,Playa del Carmen. Analyses 130 signs and advertisements used in Playa del Carmen and finds that the use of various types of hybrid texts and expressions which combine different languages, aimed at attracting the attention of tourists. Argues that the subtext of this phenomenon is a process in which English and other languages have challenged the hegemony of Spanish as the dominant language of the workers and inhabitants, because Playa del Carmen is now fully inserted into the global capitalism, through tourism. This insertion requires that Mexican workers and business people respond to the demands of tourists by communicating to them in languages which they, the tourists, understand and may also prefer to speak. Concludes by pointing to some implications of this process.....