The act of naming in the Hispanic linguistic landscape of Milan

The Hispanic linguistic landscape of Milan, which reflects the consistent presence of a Latin American community, has been studied from the viewpoint of an emerging multilingualism, linked to the negotiation of space, language and identities in different multi-ethnic neighborhoods. This study explores, in particular, the act of naming, i.e. the choice of a name for restaurants and other commercial enterprises, in which social memories and lived experiences are involved. Different linguistic and semiotic aspects will be considered in order to trace the boundaries of what we might call the "Peruvian namescape". A qualitative-ethnographic perspective will be adopted, connecting the analysis of some contextualized LL units, corresponding to 22 Peruvian restaurants, to what emerges from interviews with shop-owners.