Care, inclusion, and resistance in Covid linguistic landscapes

As the Covid-19 pandemic heads toward its third year, with the Omicron variant in full swing, there is an ongoing need to reflect on language practices in multilingual contexts.

During my spring/summer 2021 research sabbatical in my West Vancouver home, I observed signs of the pandemic in every public space. As a sociolinguist, my ‘process of noticing’ centered around ‘language in use’ and social context. While the representation of multilingualism in globalized spaces is important to explore in ordinary times, Covid-induced disruptions to habituated social practices and familiarized communication patterns have shone a spotlight on linguistic diversity, access, inclusion, and social justice.

The City of Worlds – linguistic diversity in West Vancouver

Metro Vancouver, in which West Vancouver is one of its 21 municipalities, has many nicknames such as ‘Hollywood North’, ‘Lotusland’, ‘Raincouver’, ‘City of Glass’ and ‘City of Worlds’. The latter is perhaps the most apt owing not only to the area’s geographical diversity but also its highly multicultural and multilingual ecology. In West Vancouver, 41 percent of its population are immigrants. The two most commonly spoken languages other than English are Chinese and Persian with approximately 34 percent of recent immigrants to West Vancouver coming from China and 22 percent coming from Iran.

While English dominates West Vancouver’s linguistic landscape, languages other than English can also be seen, particularly in ‘sticky places’ or spaces which evoke feelings of cultural belonging and emotions such as ethnic grocery stores, cafes, or clubs. Bilingual signs in Canada’s two official languages, French and English, are also commonly seen in Federal spaces such as post offices or in national parks.

Initiatives to revitalize indigenous languages such as Squamish/Skwxwú7mesh have led to further representation of linguistic diversity on some street signs and on placards (Figure 1).

Linguistic diversity on Covid signage lagging behind

Despite the presence of languages other than English on a variety of non-Covid signage, when observing the proliferation of Covid signage in the pandemic’s second year, linguistic diversity was notably limited. For example, Covid signage in a Persian bakery (Figure 2) is monolingual (English only) despite the fact that non-Covid signage is bilingual (English and Persian).

In public spaces such as Ambleside Park, which runs parallel to West Vancouver’s seawall, municipality-produced Covid signage is in English only, with the use of local wildlife incorporated into signs, as seen by the eagle’s wingspan symbolizing the required two-meter social distancing rules (Figure 3). The use of wildlife to localize Covid social distancing signage has also been found in other areas of North America such as bear images in North Vancouver, ravens in the Yukon, and alligators in Florida. While such signage promotes inclusion of other living beings in the community, extensions to other languages are not evident.

Bilingual and trilingual Covid signs are rare, and consist of either Federal government-produced English/French signage such as the sign in transit on a Canada Post/Poste Canada van (Figure 4) or parts of English signs having been translated by community members as in library signage.

Even though only part of the large English Covid poster in the West Vancouver Memorial Library has been translated into Chinese and Persian (Figure 5), this translation effort stands out as important not only for accessing information in languages other than English but also for reinforcing spaces of belonging for linguistic minorities. To develop this practice further, the full poster could be translated rather than only the top part and attention could be given to making the languages on bilingual or trilingual signage equal in size and prominence. While some of the symbols used on the English poster communicate the message effectively without the need for words, other symbols are more ambiguous.

The right to write: Covid-19 care and resistance

More common than bilingual or trilingual Covid signs in West Vancouver are handmade artifacts indirectly related to Covid, containing symbols together with English slogans, known as ‘language objects’. While people in many places around the world displayed pictures of rainbows and hearts in their windows or on front doors, West Vancouverites tended to create signs of care, solidarity and hope in public spaces rather than in private homes. Slogans such as ‘smile’, ‘love’, ‘you’re the best’ appeared on objects in the environment, like stones or trees. The ‘language objects’ in Figure 6 serve no informational or utilitarian purpose, rather they portray messages of care, hope, positivity and solidarity during difficult times.

Such language objects were monolingual (English only) with symbols such as hearts and smiles.

Another way in which the public interacted with the linguistic landscape of West Vancouver, was through grassroots homemade signs in the form of monolingual (English only) posters taped to trees, lamp posts or walls in public places. Such posters tended to voice political or philosophical viewpoints on the pandemic, as seen in Figure 7.

Concerns for freedom were expressed openly by ‘talking back to the linguistic landscape’, whereby residents felt they had the ‘right to write’ in public spaces. Such voices of resistance to Covid-related safety measures and restrictions seen in the West Vancouver linguistic landscape stood in sharp contrast the Covid linguistic landscapes in Abu Dhabi (where I had spent the first year of the pandemic) in which signs of resistance to Covid safety rules were notably absent.

Toward Covid signage accurately reflecting multilingual ecologies

In studies conducted during the onset of the pandemic in 2020, lack of access to information in minority languages was reported in a wide variety of international contexts. Those not proficient in the dominant language of a given context were often found to be excluded from receiving safety information in public spaces.

During the onset of the pandemic, the immediate need for swift assemblance of safety signage led sign-makers to use the linguistic resources they had at hand, often resulting in English being the default choice. However, a year later, Covid signage remains heavily skewed in favor of monolingual signage in dominant languages such as English, in the case of West Vancouver. Only federal Covid signs are bilingual (English and French), and there appear to be few efforts by community members to translate English Covid signs into commonly spoken languages.

For inclusivity goals to be better met, language on signage needs to match languages spoken in specific speech communities. Especially during a crisis, the importance of addressing the mismatch between the language chosen for public communication and the language repertoires of the target audience is amplified with regard to safety as well as a sense of belonging and value during difficult times.

Lessons learned from the pandemic’s first two years include the need for language on Covid signage to accurately reflect multilingual ecologies in highly diverse contexts for greater safety, care, and inclusion, especially amidst current Omicron concerns.

More on Covid-19 crisis communication

Keep up with all our Covid-19 crisis communication coverage on the Language on the Move Covid-19 archives.