BEOBACHTUNGEN ZUR VISUELLEN MEHRSPRACHIGKEIT IN KARLOVY VARY

Observations on Visual Multilingualism in Karlovy Vary This stud y explores the linguistic landscape (LL) of Karlovy Vary (Karlsbad) in 2024 with the aim of identifying which languages appear, in which contexts, and how frequently they occur. The data was analysed qualitatively and for frequency. 108 units in ten languages were collected across various domains, including commercial, educational and regulatory discourses. The inquiry shows that Czech and English dominate most signage, refl ecting both the offi cial language policy and the city’s international tourism profi le. Russian and German hold signifi cant positions, particularly in commercial contexts, which underscores the historical link to Russian- speaking visitors and to some extant Karlovy Vary’s proximity to Germany. Quantitative comparisons reveal that Russian is especially prevalent in sectors such as beauty and medical tourism, while German appears more commonly in gastronomy. These fi ndings highlight the infl uences of local, historical, and global factors that shape Karlovy Vary’s multilingual landscape in addition to the complicated political situation in Europe.