Introduction
Jackson Heights, located in the northwestern part of Queens, NY, was named after John C. Jackson, a descendant of the original queens family. It is known for its diverse community and abundance of street vendors selling authentic cultural cuisine. A key feature of this neighborhood is its linguistic landscape which is visible by the multitude of different languages on public and commercial signs. The linguistic landscape of Jackson Heights is seen through their advertisement, and flyers, spread throughout the neighborhood. The linguistic landscape of a neighborhood reveals its social dynamics, identity, and community interactions. In the case of Jackson Heights, it reveals the prominence of a Hispanic-dominant demographic, alongside a variety of different ethnic groups, reflected in the abundance of small owned businesses, highlighting the area’s multi-ethnic identity and minority of white people. In order to accommodate the residents in the area Jackson Heights has strayed away from gentrification to aid its working class. Through the landscape we can encapsulate the community’s complex relationships of language, cultural and identity in the urban environment the neighborhood is located in.
Spanish Dominance
The linguistic landscape of Jackson Heights underscores its vibrant immigrant identity and highlights the practical and cultural role of language in creating a welcoming environment for newcomers. The linguistic landscape of Jackson Heights exhibits a Spanish dominance and an English minority. Much of the linguistic landscape incorporates Spanish, which is evident in multiple flyers, advertisements, and pictures in the area.
The United States is known for the American dream; The belief that regardless of a person’s background or social status they can be able to attain their own respective success with the right amount of hard work. This has led New York City to become a hot spot for immigration, as it offers a variety of different opportunities.
Consequently, there is always a demand for housing in Jackson Heights as it adheres to the immigrants coming to America. It is reflected in the various flyers that offer information to rent apartments in the area. Conventionally, when a flier is advertising something there is a phone number connecting the potential buyer with the owner, and many of these phone numbers are ripped out (Fig. 1 & 2.) Tearing off a phone number signifies interest and reflects the urgency with which many immigrants seek opportunities to establish their lives in the United States. The linguistic landscape of Jackson Heights further adheres to the Hispanic population as many essential services are displayed in Spanish, easing communication for immigrants who have yet to learn English.
A Chase Bank (Fig. 4) features signs in both English and Spanish, demonstrating an awareness of the linguistic needs of its clients, who would otherwise be unable to perform without the translated Spanish. The Q47 (Fig. 3), a bus with its route embedded in Jackson Heights has an advertisement for a car accident law business that is completely in Spanish, showing a preference for the Hispanic community. Though the advertisement should adhere to a larger audience, the owners notice the dense Hispanic population and focus on them completely rather than other ethnic groups in the area. Many immigrants who migrate to America often face challenges in accessing the resources needed to learn English. Jackson Heights is a perfect immigration destiny as it destroys the language barrier that would otherwise appear in other parts of New York City. “An annual census has been conducted that Immigrants represented 60 percent of the area’s population in 2017, much higher than the citywide and national shares.” This welcoming environment allows immigrants to engage with their community and access essential services, providing them with opportunities to build a better life. Overall easing the transition for immigrants, many of whom face challenges in learning English while navigating the complexities of life in a new country.
Modern Vs Old
New York City runs on public transportation, averaging about four million users daily. Jackson Heights actively contributes to this number, containing a busy network of trains in the heart of its neighborhood. The 7, E, F, M, and R all connect Queens to Manhattan, the busiest place in the world. As a consequence, Jackson Heights has a dense population. To accommodate this concentration, Jackson Heights has evolved to focus on multi-family residential spaces, rather than traditional suburban housing. This housing choice has created an urban environment, encouraging foot traffic, and acting as a supplement for the businesses in the area.
The business in the area is often characterized by its old-school vernacular signage, reflecting the neighborhood’s community-focused identity. Old-school vernacular signage is defined as text-heavy and informational, containing multilingualism, pragmatic design, and cultural references. “WORLD FAMOUS VEDIC INDIAN ASTROLOGER SPIRITUAL HEALER & PSYCHIC HEALER: IF YOU HAVE PROBLEM I HAVE SOLUTION” (Fig 6), only includes some of the linguistics the owner uses to summarize their business. Like many other signage (Fig. 7 & 8) in the area, signs include abundant text and explicit descriptions to communicate to an audience exactly what their services offer. There is a higher focus on functionality, communicating clearly and effectively, rather than focusing on minimalist or high-design appearances. This transparency allows possible customers to make informed decisions without any further inquiry, which is especially important in communities where budgets are tight. Old-school vernacular signs also often include languages other than English, allowing for an even wider range of inclusivity, reflecting the area’s diverse linguistic. This is supported by the location of Jackson Heights, Queens, one of the most culturally diverse places in the world.
There is a lack of modern signage in the neighborhood. Distinction-making signage holds a higher importance on aesthetics rather than functionality. It is minimalistic and designed to appeal to a wealthier and educated audience. Unlike old-school vernacular signage, which incorporates lengthy descriptions, these signs withhold explicit details, inviting curiosity to the target audience. For instance, instead of the information given in Fig. 6, a minimalist sign would contain a simplistic brand name. All these features evoke a sense of luxury, promoting exclusivity and higher brand perception. However, with such a high amount of residents and thus foot traffic, why is the area not a place of interest for upper-scale and chain businesses?
- Infrastructure: As stated earlier Jackson Heights holds an urban environment with a lot of apartment buildings. The infrastructure of the area acts as a buffer, restraining larger businesses from building parking spaces and drive-throughs.
- Crime: The crime rate in Jackson Heights is higher than the national average. Potential businesses might view this as a liability and it pushes them away from locating in the area.
- Brand perception: Jackson Heights is an inclusive community, going against the core values of modern signage, and exclusivity. The residents of Jackson Heights are not the specified target audience.
- Competition: Street vendors and small businesses dominate the market by providing quick, cheaper, and more culturally relevant options. Upper-scale businesses require more money to attend to and therefore would be more pricey. If residents had the option between choosing a more expensive food versus a cheaper one, then generally the comparatively cheaper one will receive more business.
The lack of distinction-making signage demonstrates that the area is not a destination for gentrification.Further demonstrating how the area is a hot spot for immigrants coming to New York City to enrich their life.
Visual Aids & Specials
Jackson Heights is known for its vibrant street food culture, offering a wide variety of cuisines to dine from. These assortments of cuisines, cater to the fast-paced environment brought by New York City. The presentation of the food often offers visual aids, such as photographs of the menu items, which serve multiple purposes. The visual aids provided offer enough information for busy buyers to make quick decisions, while also breaking down language barriers. Residents or visitors are still capable of purchasing food in languages that they are unfamiliar with. This is particularly significant in a multicultural neighborhood like Jackson Heights, where immigrants from Latin America, South Asian, and other groups arrive. By relying on these aids, vendors create an inclusive environment, ensuring that anyone, regardless of linguistic background, can make a purchase.
The vendors also hold a high amount of food specials. A neighborhood with many food specials reflects the values of its residents, emphasizing the importance of affordable dining options and suggesting a predominantly working-class population. The abundance of specials also highlights intense competition among local restaurants and vendors. To stand out and attract customers, these businesses rely on creativity and affordability, offering deals that cater to the community’s needs. This dynamic fosters a vibrant culinary scene, where innovation and accessibility thrive, making the neighborhood appealing to a diverse audience seeking quality food at reasonable prices.
Conclusion
Jackson Heights exemplifies a rich linguistic landscape that defines immigrant communities in urban America. The linguistic landscape showcases inclusivity for all, especially the hispanic community, and the prevalence of small businesses represent the neighborhood’s ability to adapt and embrace its working-class, immigrant population. Despite challenges like high density and competition, Jackson Heights thrives as a welcoming environment, fostering inclusion and opportunity. Ultimately, it serves as a small example of New York City’s multicultural identity, celebrating resilience, creativity, and the promise of the American dream.