Seoul: A Closer Look
The following study by C. Bruce Lawrence examines districts, markets, and graffiti in Seoul, the capital city of South Korea, analyzing the presence of English, Konglish, and other languages present in street signs, vendors, shops, and alleys. Tables 1-7 illustrate the percentage of English in street signs in comparison to other languages. For example, in Gangnam on the main street, 50 percent of signs were in English, 40 percent were in Korean, and 5 percent each were in Konglish and Chinese.
It is important to note that street signs in Konglish are not mis-translated nor incorrect English; rather, the spellings and grammar used represent a unique dialect of English. Overall Conclusions The data suggests an inverse relationship between Korean and English; as the level of Korean in signs decreases the level of English increases. However, as the presence of English increases so does the presence of Konglish. This trend provides evidence that as English and Korean speakers interact with each other the Konglish dialect continues to develop and evolve. Chinese, present due to Korea's close geographical location to China, does not appear to impact the presence of English or Korean. Further conclusions based on specific districts and markets can be found below. Overall, the English language appears to be associated with wealth, modernity, youth, and high class, although the Korean people and government take pride in actively preserving their native language, culture and traditions. |
District 1: Gangnam (Kangnam)
Southeastern Seoul
Gangnam is the financial heart of Seoul, and living costs here are very high. The district was first developed in the 1960s, and its increasing popularity caused prices to go up. The cost of an apartment here is twice the Seoul average. Lawrence notes that, "Seoul is the starting place for language change in Korea, and, within Seoul, Gangnam might be the point of origin for language change in Seoul" (76). The importance of Gangnam as a catalyst for linguistic change is reflected in the high number of signs written in standard English on the main street. However, the amount of English declines the further removed the signs are from the main street. The high percentage of English street signs in Gangnam supports the claim that English is associated with wealth and modernity.
While the main street signs used standard English spellings, inside shops and alleys revealed higher levels of Konglish and Korean. Some instances of Konglish include "Skinfood" (food for your skin) (Figure 6), "Foovis" (food to improve vision), "I'm Converse" (a direct translation of a phrase indicating the drink a person wants), "Grand Open" (grand opening), and "Size Free" (one size fits all) (Figure 1). In addition, the study found no possessive plural marker on restroom signs, another feature of Konglish (Figure 2).
Southeastern Seoul
Gangnam is the financial heart of Seoul, and living costs here are very high. The district was first developed in the 1960s, and its increasing popularity caused prices to go up. The cost of an apartment here is twice the Seoul average. Lawrence notes that, "Seoul is the starting place for language change in Korea, and, within Seoul, Gangnam might be the point of origin for language change in Seoul" (76). The importance of Gangnam as a catalyst for linguistic change is reflected in the high number of signs written in standard English on the main street. However, the amount of English declines the further removed the signs are from the main street. The high percentage of English street signs in Gangnam supports the claim that English is associated with wealth and modernity.
While the main street signs used standard English spellings, inside shops and alleys revealed higher levels of Konglish and Korean. Some instances of Konglish include "Skinfood" (food for your skin) (Figure 6), "Foovis" (food to improve vision), "I'm Converse" (a direct translation of a phrase indicating the drink a person wants), "Grand Open" (grand opening), and "Size Free" (one size fits all) (Figure 1). In addition, the study found no possessive plural marker on restroom signs, another feature of Konglish (Figure 2).
District 2: Sadang (Dongjak-gu)
Southern Seoul
Sadang is smaller and less significant than Gangnam. It is the location of many furniture stores, but in recent years has suffered economic decline. There are far fewer foreign customers than in the past, therefore the need for non-Korean street signs is much more limited here than in places like Gangnam and Itaewon.
However, inside shops there was a unique mixture of English and Korean. In one shop, coffees were written in English with Korean in brackets, whereas the words for smoothies and sandwiches were in Korean. When asked why, the shop owner responded, "I want to introduce my customers to English. I tried to write it all in English, but I couldn't" (Lawrence 78). Shop owners like this one reflect how interested many Koreans are in learning English, and even believe they should share the English language with others.
Southern Seoul
Sadang is smaller and less significant than Gangnam. It is the location of many furniture stores, but in recent years has suffered economic decline. There are far fewer foreign customers than in the past, therefore the need for non-Korean street signs is much more limited here than in places like Gangnam and Itaewon.
However, inside shops there was a unique mixture of English and Korean. In one shop, coffees were written in English with Korean in brackets, whereas the words for smoothies and sandwiches were in Korean. When asked why, the shop owner responded, "I want to introduce my customers to English. I tried to write it all in English, but I couldn't" (Lawrence 78). Shop owners like this one reflect how interested many Koreans are in learning English, and even believe they should share the English language with others.
District 3: Ttukseom (Seongdong-gu)
Central Seoul, to the East
Ttukseom lacks the power, wealth, and influence of other districts, which is reflected in the lack of English present in the district. The vast majority of street signs are in Korean, indicating that Ttukseom does not cater to many English-speaking foreigners. Ttukseom is a working-class district not visited by many tourists. This perhaps includes Chinese tourists, for there was no evidence of Chinese street signs anywhere in the district.
Central Seoul, to the East
Ttukseom lacks the power, wealth, and influence of other districts, which is reflected in the lack of English present in the district. The vast majority of street signs are in Korean, indicating that Ttukseom does not cater to many English-speaking foreigners. Ttukseom is a working-class district not visited by many tourists. This perhaps includes Chinese tourists, for there was no evidence of Chinese street signs anywhere in the district.
District 4: Itaewon (Yongsan-gu)
Central Seoul
Itaewon is known for attracting foreigners, which resulted from the establishment of a U.S. military base established there in the 1970s. The district has been a designated tourist zone since 1997 and is known for its shopping and night life. The vast majority of signs were in English. The lack of Konglish indicates that Itaewon attracts foreigners rather than English-speaking Koreans who may benefit from signs in Konglish. In addition, many Koreans believe Standard English is more prestigious than Konglish and other English varieties, so when advertising their shops they desired to present the most "perfect" English possible.
The high number of Chinese signs among street vendors may indicate that Chinese orthography marks "traditional items." Making items look more traditional appeals to foreign tourists.
Central Seoul
Itaewon is known for attracting foreigners, which resulted from the establishment of a U.S. military base established there in the 1970s. The district has been a designated tourist zone since 1997 and is known for its shopping and night life. The vast majority of signs were in English. The lack of Konglish indicates that Itaewon attracts foreigners rather than English-speaking Koreans who may benefit from signs in Konglish. In addition, many Koreans believe Standard English is more prestigious than Konglish and other English varieties, so when advertising their shops they desired to present the most "perfect" English possible.
The high number of Chinese signs among street vendors may indicate that Chinese orthography marks "traditional items." Making items look more traditional appeals to foreign tourists.
District 5: Insadong (Jongno-gu)
Central Seoul, to the North
Insadong is unique in that during the Jonseon Dynasty (1392-1910) it was the home of officials, members of the extended royal family, and aristocrats. In modern times the district has become a place to get Korean antiques, visit galleries, and celebrate traditional Korean culture. The Insadong district preserves Korean culture, therefore the Korean language is celebrated in the street signs. It is government policy to have all outdoor signs here in Korean; Lawrence writes "People in the area proudly told me it is the only case in the world where Starbucks did not use the English alphabet" (80)( see figure 4). Any English signs listed the names of galleries or restaurants.
Central Seoul, to the North
Insadong is unique in that during the Jonseon Dynasty (1392-1910) it was the home of officials, members of the extended royal family, and aristocrats. In modern times the district has become a place to get Korean antiques, visit galleries, and celebrate traditional Korean culture. The Insadong district preserves Korean culture, therefore the Korean language is celebrated in the street signs. It is government policy to have all outdoor signs here in Korean; Lawrence writes "People in the area proudly told me it is the only case in the world where Starbucks did not use the English alphabet" (80)( see figure 4). Any English signs listed the names of galleries or restaurants.
Namdaemon Market in Jung-gu
Central Seoul
Namdaemon Market is the largest traditional market in Korea, selling local and imported products. It is located in the center of Seoul in the Jung-gu district (located on the map). Shops here are open day and night and are known for extremely inexpensive prices. The market is made up of alleys (there is no main street) therefore the shop owners are free to advertise in any language they choose. The low number of English sings indicate that not many English-speaking foreigners visit there. However, one instance of Konglish lies in the sale signs in which the discount range is written from the largest to the smallest value (see figure 3).
Central Seoul
Namdaemon Market is the largest traditional market in Korea, selling local and imported products. It is located in the center of Seoul in the Jung-gu district (located on the map). Shops here are open day and night and are known for extremely inexpensive prices. The market is made up of alleys (there is no main street) therefore the shop owners are free to advertise in any language they choose. The low number of English sings indicate that not many English-speaking foreigners visit there. However, one instance of Konglish lies in the sale signs in which the discount range is written from the largest to the smallest value (see figure 3).
Dongdaemon Market in Jung-gu
Central Seoul
Dongdaemon Market is a major market in South Korea and specializes in wholesale clothing, also located in the Jung-gu district. The market contains a variety of shops ranging from traditional markets, street vendors, and department stores. The combination of traditional and non-traditional Korean shops results in high percentages of both English and Korean signs. Most of the English writing was on clothing, with some Konglish examples such as "Nike, Just Do Me." Figure 5 depicts a shop within Dongdaemon Market.
Central Seoul
Dongdaemon Market is a major market in South Korea and specializes in wholesale clothing, also located in the Jung-gu district. The market contains a variety of shops ranging from traditional markets, street vendors, and department stores. The combination of traditional and non-traditional Korean shops results in high percentages of both English and Korean signs. Most of the English writing was on clothing, with some Konglish examples such as "Nike, Just Do Me." Figure 5 depicts a shop within Dongdaemon Market.
Graffiti
The presence of English in Korean graffiti supports international research about gang activity. The actual graffiti was written in Korean, but it was "tagged" (or signed) in English. The study of gangs can no longer be looked at solely under local conditions; one must study their global impacts. Gangs around the world are interacting with each other, using English as a lingua franca. Using an English tag rather than a Korean one suggests the artists desires to appear more prestigious.
The presence of English in Korean graffiti supports international research about gang activity. The actual graffiti was written in Korean, but it was "tagged" (or signed) in English. The study of gangs can no longer be looked at solely under local conditions; one must study their global impacts. Gangs around the world are interacting with each other, using English as a lingua franca. Using an English tag rather than a Korean one suggests the artists desires to appear more prestigious.