English as a trademark of modernity and elitism

A case study of the presence of English in shop and service names in Post-Soviet Uzbekistan. The use of English as a trademark of modernity and elitism in the commercial contexts in Uzbekistan is a new phenomenon which has emerged as Uzbekistan entered the global village as an independent and developing country in the wake of the collapse of the Soviet Union. While during the Cold War (1947–1991) and the Soviet era by and large, English was considered ‘the language of Western imperialism’ (Dushku, 1998), today it is seen as a symbol of advanced education, modernity, prestige, and elitism. In order to have a better understanding of how common and widespread English is on the streets and commercial contexts of Uzbekistan, this study examines the use of written English in shop signs and different service names. Uzbekistan, the most populous Central Asian country, shares its borders with Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, and Afghanistan.

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