虽然我们可能认为自己没有注意到它们，但店面和它们的标识是有意义的，它们对人们的影响是巨大的。这些标识表明，店面的公共语言是创建纽约布鲁克林的关键组成部分。这项研究使用了2000多家店面的样本，以及十多年的人种学观察和采访，绘制了布鲁克林当地两种截然不同的零售标识。许多单词、大字和重复的独特而一致的特征构成了古老的学校标识，标志着并创造了一个包容和开放的场所。相比之下，新学校标识的语言元素，如简洁和文字游戏，不仅标志着绅士化的到来，而且标志着布鲁克林的独特性和排他性的重塑。
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What the Signs Say: Language, Gentrification, and Place-Making in Brooklyn
Although we may not think we notice them, storefronts and their signage are meaningful, and the impact they have on people is significant. What the Signs Say argues that the public language of storefronts is a key component to the creation of the place known as Brooklyn, New York. Using a sample of more than two thousand storefronts and over a decade of ethnographic observation and interviews, the study charts two very different types of local Brooklyn retail signage. The unique and consistent features of many words, large lettering, and repetition that make up Old School signage both mark and produce an inclusive and open place. In contrast, the linguistic elements of New School signage, such as brevity and wordplay, signal not only the arrival of gentrification, but also the remaking of Brooklyn as distinctive and exclusive.
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