A new look at language choice and accommodation in U.S. Spanish-English bilingual service encounters

Abstract

The study of service encounters in bilingual communities offers opportunities to gain insight into the factors that influence language choice and accommodation in these interactions and the ways that language may be used to build community. Previous work on bilingual service encounters has found that age, gender, speech turn, and customer ethnicity may all contribute to service providers’ choice of one language over another. This study reexamines language choice and accommodation in Spanish-English service encounters by observing the language use of 96 service providers in 35 Latino-owned restaurants of the Washington metropolitan area. Using data from service encounters between bilingual service providers and Latino and white customers, we explore the extent to which the factors identified in previous studies are relevant in this region. Additionally, we explore whether the increasingly polarized political climate in the United States has impacted language use. We argue that while customer ethnicity is the main deciding factor to start an interaction, service providers always accommodate to customer language subsequently. This demonstrates the importance of both language as a community builder – even in the face of social pressures that sanction the use of Spanish in public spaces – and the power differential that exists between workers and customers in determining language use.