This post was also published in The Center For Basque Studies Blog.
This past month, in between traveling from Bilbo to Donostia for the II. Sagardo Forum – Sagardoaren Lurraldea, I was interviewed by Lander Muñagorri Garmendia from the Basque newspaper Berria about my dissertation project. As I am constantly improving my Basque-speaking skills, we switched back and forth between Spanish and Euskara over a beer at a local bar while I described my project and findings over the last year as a doctoral student.
Here is a translated portion of the interview from Basque paper:
How did you come to start researching about the use of Basque on labels?
I am a [Teaching Assistant] teacher at the Nevada School of Basque Studies, and I have a small obsession with txakoli: I really like it. I study sociolinguistics, and they told me why I did not connect the two areas. In Northern Europe there is a group [of researchers/scholars] that investigates minority languages and labeling, and from there I started researching. I started with txakoli, and I continued with labels of Rioja Alavesa wine, milk, craft beers….
Which products are used more in Basque?
Milk, and then cider. And it is interesting what language is used to export outside the Basque Country, there is a lot of Basque. It is true that it is difficult to make different labels and each with their own destination. [In the case of wine, for example, which is why so many producers make a label focusing on the languages used by the majority, such as English or Spanish].
You have studied the languages chosen on beverage labels. Did you have to try a lot of wine and txakoli?
Yes, a lot. I think that I have chosen a good subject (laughter). I went to several cider houses and txakoli bodegas to study local products, and to consumers as well. For example, I carried out interviews in the txokos [gastronomic societies] of Bilbao, where they serve Rioja wine. Many people know and ask for local products, but most just ask for any Rioja wine, and not specifically from Rioja Alavesa. It was interesting to observe that.
Does the geographic area affect [language use on labels]?
Yes, I think that in the Northern Basque Country they use a lot of symbols and it’s more folkloric. But this difference is still to be investigated, what people consume and how this language is utilized. As for the difference in the marketing of the Southern and Northern Basque Country, I think that there is a different way of living a language. I am now seeing and starting to understand how people that speak a minority language live. I previously did not understand [how this affected daily life], and from an anthropological point of view I think it’s important to see how this affects many people and causes frustration.
It was so great to hear from so many of you after reading the article-thank you all for the love, support, and opportunity to continue learning…
Kerri Lesh, PhD, CSW 