The changing face of dixie: Spanish in the linguistic landscape of an emergent immigrant community in the New South

• The functional distribution of Spanish and English on signage in a nascent Latino area of a Southern U.S. city is examined.
• A frame analytic approach is used to analyze the civic, commercial, and community orientations evident in the signage.
• Quantitative distributional results ground the qualitative findings.
• Findings reflect cultural heterogeneity and translocal orientation.