Semio-Linguistic Framing, Authenticity, and Cosmopolitanism: The Linguistic Landscape of Japanese Hamburger Shops

要旨

This linguistic landscape study considers the interplay of language choices, authenticity, and the creation of cosmopolitan dining experiences at artisan hamburger shops in Kansai Japan. It focuses on the linguistic elements of primary storefront signage and instore menus. A trend was observed of using English-only wording and Roman script on primary storefront signs, while instore menus revealed a more nuanced linguistic landscape depending on the communicative purpose of the word-group types. English predominantly adorned menu category headings, employing larger fonts and distinct color schemes to emphasize symbolic foreignness, while a dual language strategy was used for food and drink titles, featuring both English and Japanese. Finally, menu item descriptions and additional information was principally conveyed in Japanese, focusing on practical communication with the primarily Japanese clientele. It is proposed that these linguistic choices enhance a cosmopolitan alignment, by increasing authenticity and a sense of cultural distinctiveness. The study offers insights into the complex dynamics of language, identity, and authenticity of culinary space in Japan’s hamburger restaurant scene.