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. Through the landscape we can encapsulate the community’s complex relationships of language, culture, and identity in the urban environment the neighborhood is located in.
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 X), only includes some of the linguistics the owner uses to summarize their business. Like many other signage (Fig. X & X) 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. X, 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.
- 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.
The lack of signage demonstrates that the area is not a destination for gentrification.