In Washington DC's newly gentrified Chinatown, recent commercial establishments, primarily non-Chinese owned chains, use Chinese-language signs as design features targeted towards people who neither read nor have ethnic ties to Chinese. Using this neighborhood as a case study, we advocate a contextualized, historicized and spatialized perspective on linguistic landscape which highlights that landscapes are not simply physical spaces but are instead ideologically charged constructions. Drawing from cultural geography and urban studies, we analyze how written language interacts with other features of the built environment to construct commodified urban places. Taking a contextually informed, qualitative approach, we link microlevel analysis of individual Chinese-language signs to the specific local sociogeographic processes of spatial commodification. Such a qualitative approach to linguistic landscape, which emphasizes the importance of sociohistorical context, and which includes analysis of signage use, function, and history, leads to a greater understanding of the larger sociopolitical meanings of linguistic landscapes.

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The rise of the commodified city has encouraged new attention to the symbolic systems that structure our understandings of difference and inequality in urban areas. This paper analyzes one of those systems, namely discourse. I examine how the term diversity has developed multiple meanings over the past 10 years in Mt. Pleasant, a gentrifying neighborhood in Washington, DC, and I trace these developments and their connections with changes in the local economy, politics, and demographics. In the mid-1990s, diversity indexed community discourses about social justice and equal opportunity. Later, diversity began to signify a commodified resource. As real estate prices drastically rose, the term's meaning became associated with the "lifestylization" of urban space: Diversity has come to reference stimulating cultural experience, and is used to promote commercial investment in the neighborhood and sell upmarket real estate. Analyzing such shifts in discourse illuminates the micro-mechanics of how local visions of multicultural urban spaces can lose their focus on justice and equality. [