Language, translocality and urban change Online and offline signage in four Gothenburg neighbourhoods

This article addresses the role of translocal interconnectedness between offline and online spaces by examining the varied presence of language displays in such spaces. Quantitative findings on language presence in the offline public spaces of four Gothenburg neighbourhoods are contrasted with the online presence found in three Swedish search portals, and the differences are interpreted in light of the broader socioeconomic processes of gentrification and segregation. The comparison between online and offline presence allows us to give a more holistic picture of the neighbourhoods; it reveals, among other things, the presence of semi-public spaces, with a multilingual presence of commercial enterprises and civil society organizations, and points out that some super-diverse neighbourhoods have more online than offline presence on search portals. Thus, the often-stereotyped mental picture of these neighbourhoods as being passive, static, 'segregated' and 'problematic' is challenged.