Analysis of the presence of Anglicisms in a Spanish internet forum: some terms from the fields of fashion, beauty and leisure

The pervasive presence of English in Spain is unquestionable; indeed, a vast volume of literature has provided evidence of this fact. In this article, the remarkable presence of Anglicisms in a particular type of social media will be examined, namely the Spanish Internet forum enfemenino. The analysis covers three specific domains: beauty, fashion and leisure. The study focuses on a sample of English borrowings used in news articles published in this forum over the last 2 years (from January 2015 to March 2017). The findings reveal an increasing use of pure Anglicisms in the forum, whereas adapted Anglicisms, along with pseudo-Anglicisms, are not so common. These Anglicisms seem to be used for different reasons: the values of modernity and prestige associated with English, the lack of Spanish equivalents in some cases, the emergence of new concepts and innovations and, last but not least, the increasing influence that the Anglo-American culture is exerting on Spain. This raises the question of the extent to which these factors affect our sense of identity in Spain.


Introduction
The fact that English has spread as the main global language has led to question the traditional role of English merely as a foreign language (Graddol, 2006). As a consequence of this fact, we can witness the remarkable presence of Anglicisms in a [t]he results confirm a considerable presence of pure Anglicisms, English-Spanish code switching, pseudo-Anglicisms and Anglo-American imagery and music in the advertising of products related to cosmetics, hygiene and personal care on Spanish television (Rodríguez- Medina, 2016b: 157). González-Cruz (2015) explored the use of Anglicisms in several leisure fields: technology, entertainment, and food and drinks in the TV commercials of three Spanish TV channels: she found that the English language and the Anglo-American culture have a great impact on the Spanish language and culture with regard to leisure-related topics. Díez-Arroyo (2016) focused her research on ten special issues of fashion magazines, including Elle, Hola, Telva and Vogue among others, published between March and September 2013 and she asserted that: Spanish fashion magazines regard stylistic choices as a persuasive strategy to reach and appeal to their wide readership. Journalists have found in Anglicisms the perfect elements to perform this rhetorical function (Díez-Arroyo, 2016: 38).
The means of communication that will be examined in this article is the Internet forum www.enfemenino.com. It is beyond doubt that Europeans use the Internet on a daily basis, and their exposure to this means of communication is not only work-related, but it is also used as a source of entertainment. Discussion forums are a perfect way to interact with other people, as well as to share or exchange information and publish news, among other activities. Despite the numerous studies that have been referred to above, so far not many pieces of research have focused on the analysis of Anglicisms in the particular context of Internet forums: for instance, Garley and Hockenmaier (2012) reported on the use of Anglicisms in a German hip hop forum; Zhang (2015) examined multilingual creativity in a Chinese microblog, Shanghai Release, involving English among other languages; Crespo-Fernández (2015) examined the use of taboo and euphemistic words in some Internet forums; Tagliamonte (2016) has recently studied the linguistic uses of the Internet by North American youth focusing on different linguistic aspects, such as acronyms and intensifiers. All these studies have contributed to shedding some light on this fascinating field of research, which is constantly developing as social media technologies expand in the contemporary world. New trends and ways to interact online emerge daily, and in Tagliamonte's and Denis's (2008: 27) words, "[a]ll these provide yet-to-be-discovered venues in which the foremost commodity is language". This study intends to bridge a gap in the literature by analysing Anglicisms in a Spanish Internet forum, especially focusing on their use in the domains of fashion, beauty and leisure. The initial hypotheses are the following: § the specialized language of fashion, beauty and leisure tends to include Anglicisms as a resource to attract the audience and provide a sense of modernity and coolness to forum users; § pure Anglicisms, namely English borrowings that have not undergone any kind of adaptation to the recipient language -Spanish, in this case, are the most frequently employed in the examined fields; § fashion is probably the area with the largest use of all the Anglicisms examined.
The main objectives of this analysis intend to provide a reply for the following research questions: § What type of Anglicism (pure, adapted, false or hybrid) is the most frequently employed in the examined Spanish Internet forum? § In which subject area (fashion, beauty or leisure) is the use of Anglicisms most prolific?

Methodology
The methodology employed in this analysis is based on a careful reading of each news article published in an online forum. After that, a manual compilation of those posts which contained any kind of Anglicism was carried out. Therefore, the collection of the sample was quite laborious, but this process was considered to be the most appropriate and accurate. Once the sample was compiled, Anglicisms were selected and examined using the following method: firstly, the different types of Anglicisms encountered were classified according to the categorisation that will be presented in the following lines of this section, and, secondly, the domain in which the Anglicisms were used was identified with reference to the context of the post as a whole. The three domains that were distinguished were fashion, beauty and leisure. Some Anglicisms were used more than once in the same news article, therefore, not only the variety but also the frequency of use of the chosen Anglicisms is examined and displayed in the tables present in the appendix (see Tables 4, 5, 6 and 7). Quantitative and qualitative analyses are presented in section 3.
The forum chosen for this analysis was enfemenino, available at www.foroenfemenino.com, whose main audience and participants are made up of women, as its name suggests. However, contributions are not restricted to the female gender -men can also take an active part in it. This forum belongs to the international group aufemininS.A. a media company majority-owned by German media group Axel Springer.According to data offered by this website in March 2017, this group had more than 14 million readers and had 420 million pageviews in the U.S. alone in January 2017.
The contributions to this forum are in Spanish, and its team publishes articles about fashion, beauty, leisure, society, cooking, weddings, home, travelling, cinema and TV, and games. In this study, the focus is on some of these sections, namely fashion, beauty and leisure; In addition, rather than analysing the contributors' posts, this piece of research focuses on the regular publications by the journalists or contributors from the Spanish-speaking team of this website. The period of compilation of the corpus ranged from 1 st January 2015 to 31 st March 2017, which encompasses a period of two years and three months.
As above mentioned, this piece of research focuses on the analysis of Anglicisms in some particular domains, so for the purpose of this research, an Anglicism is defined as any term that is directly borrowed from English. Different categorisations of Anglicisms have been suggested (Alfaro, 1970;Lope Blanch, 1977;Pratt, 1980;Lorenzo, 1987), but the most recent one is by Furiassi, Pulcini and Rodríguez-González (2012). Their widely accepted typology distinguishes adapted, non-adapted/pure Anglicisms, false/pseudo-Anglicisms, hybrid Anglicisms and calques. However, in the context of this study, this categorisation must be adapted to suit the corpus compiled. Consequently, in this study the following types of Anglicisms are considered: Non-adapted or pure Anglicisms: direct Anglicisms including "a word or a multiword unit borrowed from the English language with or without minor formal or semantic integration, so that it remains recognizably English in the recipient language (RL)" (Pulcini et al., 2012: 6).
Adapted Anglicisms: words or multi-word units borrowed from English with orthographic, phonological and/or morphological integration into the structures of the RL. Both terms, the source language (SL) term and the recipient language (RL) term, are close in meaning (Pulcini et al., 2012: 7). Therefore, adaptations tend to affect the morphology rather than the meaning of the words.
False or pseudo-Anglicisms: the definition of false or pseudo-Anglicism considered for this analysis is the following: a word or idiom that is recognizably English in its form (spelling, pronunciation, morphology, or at least one of the three), but is accepted as an item in the vocabulary of the receptor language even though it does not exist or is used with a conspicuously different meaning in English (Furiassi, 2010: 34).
Hybrid Anglicisms: a mixture or combination of two words from different languages, one being necessarily English.
In the following lines, the compiled list of Anglicisms is broken down according to the three different subject areas investigated: fashion, beauty and leisure. It is worthwhile to clarify that, in some cases, it is difficult to set clear-cut boundaries between beauty and fashion. The following criteria are applied in order to distinguish these three different semantic fields: 1) fashion Anglicisms include Anglicisms related to clothes, trends, kinds of garments and shoes, accessories and home decoration; 2) beauty Anglicisms encompass Anglicisms related to beauty treatments, hairstyle, make-up and nail decoration; 3) leisure Anglicisms include Anglicisms related to free-time activities and hobbies.

Findings
This analysis initially focuses on the breakdown of the different types of Anglicisms listed in the previous section. Firstly, a quantitative analysis will provide general figures and, after that, a qualitative analysis will examine the findings in detail. In the appendix, Tables 4, 5, 6 and 7 display all the Anglicisms under scrutiny in this analysis. When it comes to the frequency of the Anglicisms compiled in the sample, it was found that most of them are only used once, twice or three times. However, there are a few that are used with a higher frequency. This is the case for the following Anglicisms, listed in Table 2 The reason why look is by far the most frequently used Anglicism could be due to the fact that there is a special weekly section in the analysed forum which deals with the worst look of the week. In second position, there are afterwork and celebrities/celebs, both of them representing 13.6% of the total number of the five most frequent Anglicisms. Dot eyeliner is in fourth position, with 8.6%, and in the fifth and last position ranks phubbing, with 6.2%.     Table 3 and Figure 1, the domain of fashion is the one with the largest variety of Anglicisms with 43.6% of the total, beauty being in second position with 29.5% and leisure in the third and last position with 26.9%. Figure 2 shows the frequency of use of Anglicisms in the examined domains.  Table 3 and Figure 2 display, when it comes to the frequency of Anglicisms by domain, fashion is again in first position, with a total of 100 occurrences, i.e. 49%, followed by leisure items, with 55 occurrences, i.e. 27%, and eventually beauty-related terms, with 49 occurrences, i.e. 24%.
It should be mentioned that Anglicisms are used in a variety of ways in the Spanish forum examined. In some cases, Anglicisms are placed between inverted commas; at times italics is used; in other cases, no particular punctuation or font is used. For example, the term baking occurs in italics, as shown in the following example.
This lack of consistency in terms of devices used to highlight the foreign nature of these foreign lexical units reveals that many of the examined Anglicisms are not totally assimilated 1 in Spanish.
In the following lines, a qualitative analysis will be carried out to examine in depth some of the Anglicisms found in the sample. Despite the fact that in the appendix an example of the use of these Anglicisms in context is provided, some more examples will be presented in the subsequent sections. The Anglicisms included in these examples are marked in bold type with the aim of highlighting their use, but they do not necessarily occur in bold in the original post, as commented in the previous lines.

Pure Anglicisms (66 cases)
The following list of pure or non-adapted Anglicisms compiles a total of 66 examples, some of which present different spellings. After party, baking, beauty, beauty youtubers, candy, celebrity/celebrities/celebs, checkout, chokers, clown contouring, cookies, cottage, contouring, dot eyeliner, dress code, eyeliner, foodie, front row, gif, girls' night out, gloss, glowing hair, greenery, grills, holographic lips, influencer, in-flight, jeans, layering, look, makeup, mix, nail art, nude, outfit/outfits, over size, performance, phubbing, piercing, pink lady, pink lips, pop-up stores, rainbow food, rainbow hair, rainbow freckless, reality, room service, sane food, selfie, sexy, shopping, shorts, skyline, slim, slip dress, soft, spa, streetstyle, sweet, teenager, tip, top, trendy, tweed, welcome pack, wire nail, and working girl. The case of after party can be regarded as a spaced compound, since it is written with a space between the preposition after and the noun party. The Anglicism beauty is also noticeable, since there is a direct equivalent in Spanish for this term, namely belleza, but in four cases the English word is chosen, as shown in the following post.
Candy is another lexical unit that deserves some attention, as it refers to a decorating style involving a mixture of different colours, frequently related to hair or even walls, as in the following example.
Celebs is another remarkable case as it is the widely accepted abbreviation of the English term celebrities:although it is a variant of the same word, it has been counted as an Anglicism per se. The term celebrity and its plural form celebrities, along with the abbreviated form celebs, is one of the most frequently used, and it refers to famous people who are able to influence and even change fashion and beauty trends. Obviously, in Spanish there is the equivalent famosos, but in the area of fashion, the English term is sometimes preferred, since it provides a sense of modernity and coolness that the Spanish term does not have.
Contouring is a style of makeup, first used by Kim Kardashian, which slims down the face by using different tones on the skin. The following examples, 7 and 8, provide evidence of the context in which the Anglicism is used.
Dot eyeliner is a new trend in makeup, which consists of drawing a small dot in the line of the eyelashes. Example 9 shows a post in which this term is used.
Foodie is an informal epithet used to talk about a person who is fond of food. It has become popular in Spanish, probably after the growing interest in TV shows dealing with food, such as Masterchef, just to mention one example. Look is one of those Anglicisms which have been accepted and included in the Diccionario de la Lengua Española (DLE) and Diccionario Panhispánico de Dudas (DPD). It is quite widespread, as has been used in Spanish for a long time. According to Rodríguez González (2017: 612), this term started being assimilated in Spanish towards the middle of the last century: despite the existence of the equivalents imagen and apariencia, this Anglicism is quite frequent in Spanish. That is the reason why this lexical unit shows the highest frequency of use.
The following examples 11 and 12 provide evidence of the use of look in some posts.
Phubbing is a neologism in English, a blend of phone and snubbing, meaning 'the practice of ignoring one's companion or companions in order to pay attention to one's phone or other mobile device' (OLD). This term was first attested in 2012 coined by an Australian advertising agency as part of a marketing campaign with the Macquarie Dictionary; the next example (13), shows how this lexical unit has been very rapidly introduced into Spanish. In our list of examples, phubbing is attested in 2016, so in a period of four years, the term is being used in Spanish.
Outfit is an Anglicism that may replace the Spanish terms ropa or vestimenta. The English term is endowed with fashionable nuances, as shown in examples 14 and 15: (14) Natalia Vodianova ha cometido un crimen estilístico esta semana. Descubre quién es el culpable de que la modelo vistiera de esta guisa y por qué nos ha defraudado tanto su outfit (27/01/2017).
Outfits, in the plural form, is also used in English as a direct translation of las prendas, as shown in example 16.
After having examined in detail some examples of pure Anglicisms, it could be asserted that this is the type where most cases have been found. A recent piece of research by García-Morales et al. (2016) demonstrates that pure Anglicisms, without any kind of adaptation, are used more frequently than other types (adapted, false, hybrids, calques, among others) in Spanish.

Adapted Anglicisms (2 cases)
The terms in this category have all undergone some kind of adaptation in Spanish. Indeed, clímax (E.< climax), and tartán (E.< tartan), both show orthographic adaptation.
Firstly, in the case of clímax a stress mark on the vowel -i is added to adapt the term to Spanish graphemic conventions. In the case of tartán (E.< tartan), which is a style of cloth of Scottish origin with a pattern of different coloured straight lines crossing each other, an adaptation may be observed, since a stress mark is added to the last -á-, as Spanish words ending in -n require. See example 17.

Pseudo-Anglicisms (8 cases)
The use of Pseudo-Anglicisms seems to be common in the field of fashion journalism and motivated by stylistic purposes, i.e. to have an impact on the audience (Furiassi, 2010: 62).
Afterwork, bombers and its stressed variety bómber, fashion, reality, teenager, short and sport are included in this category. These examples may be regarded as false Anglicisms since they do not exist in English, at least with the meaning in which they are used in Spanish.
The term afterwork, used in eleven cases in the examined corpus, is frequently employed in Spanish to refer to that drink that you have with your work mates after work and with the intention of getting to know other workmates a step further from the job context. Whereas in English afterwork is used as an adjective, in expressions such as "after work drinks", in Spanish it is used as a noun: this borrowing could be regarded as a metonymic semantic change in Rodríguez- González's (2013: 135-136) classification of pseudo-Anglicisms, since its meaning has been extended to the afterwork club or bar where people meet their colleagues. Example 18 shows the use of this term in context: (18) Organizar un afterwork con tus compañeros de trabajo puede resultar súper positivo a la hora de estrechar la relación con ellos. Los afterwork tienen la maravillosa capacidad de hacernos mucho más llevadera la semana, lo prometemos (02/12/2015).
The reason why the borrowing bómber is considered a pseudo-Anglicism is because the actual English form is bomber, a noun used with an adjectival function that usually modifies the noun jacket, as in bomber jacket. In Spanish, bombers is the plural of bomber, meaning bomber jackets; in English bombers refers to any animate or inanimate object that can carry bombs, e.g. bomber airplanes. This style is inspired in the design of the jackets that pilots used to wear during World War II. As shown in posts (19) and (20), both spellings are used in the examined posts: bomber and bómber. Fashion has been included in this category of false Anglicisms, as is used as an adjective rather than a noun, as in the example reported (21), being the real English equivalent 'fashionable'. Reality is used in the examined posts as the elliptical form of the English compound term reality show, as the following example (22) displays.
Another case is represented by teenager, which is employed as the English adjective teenage, as in the following illustration (example 23).
(23) Todo muy teenager, para tener contento a su público. (14/06/2016) Short, without the final -s, is used to talk about shorts or hot pants. In Spanish, this use is quite common, whereas in English short is just an adjective. Example 24 provides evidence of this use.
The false Anglicism sport is employed in Spanish to refer to a sporty style. Indeed, in Spanish this noun is often used with the function of the English adjective sporty, as shown in example 25.
Beautiful box, which is not included in the analysis as it is a proper noun, despite not being part of the study, is a marked case which is used as a proper noun, and it refers to a parcel that any subscriber will receive monthly for less than 15.90 Euros, would indeed be considered a false Anglicism. It contains beauty products and it is aimed at women of all ages. In Spanish, the expression beauty case (not present in this study) is also used as a pseudo-Anglicism. Instead, in English the term which is used is vanity case (Furiassi, 2010;Balteiro and Campos, 2012).
As Rodríguez- González (2013: 147) reports, many pseudo-Anglicisms are relatively well-established in Spanish, and that is the reason why they have been included in different dictionaries. This is the case for short and sport, both of them present in this study and recorded in the Diccionario de la Lengua Española (DLE) and the Diccionario Panhispánico de Dudas (DPD).

Hybrid Anglicisms (2 cases)
Country chic is an English-French hybrid, which is used to refer to a particular style. Example 27 illustrates this combination of the English term country and the French word chic.
Ombre lips is another instance of hybrid Anglicism since it combines the French term ombré with the English term lips. Examples 28 and 29 provide evidence of this hybrid in context.
The following sub-sections will break down the corpus considering the three different sectors described, namely fashion, beauty and leisure.

Fashion Anglicisms (33 cases)
As reported by Lopriore and Furiassi (2015: 200), "the field of textiles and materials is highly technical, referential, exact, denotative and monosemous, with a limited communicative cycle. It is marked by borrowings from other languages." The pure Anglicisms that fit within this category are the following: candy, chokers, cottage, dress code, front row, grills, jeans, layering, look, mix, nude, outfit, over size, sexy, shorts, slim, slip dress, soft, streetstyle, sweet, tip, top, trendy, tweed, working girl. There are also some adapted Anglicisms: bómber and tartán. Some false or pseudo-Anglicisms also appear within this category: bombers, fashion, short, sport and teenager. Country chic is a hybrid Anglicism within this realm.

Beauty Anglicisms (23 cases)
In this subsection, the following pure Anglicisms are included : baking, beauty, beauty youtubers, clown contouring, contouring, dot eyeliner, eyeliner, gloss, glowing hair, greenery, holographic lips, in-flight, influencer, makeup, nail art, piercing, pink lady, pink lips, rainbow hair, rainbow freckless and wire nail. Ombre lips,as explained above,is a hybrid Anglicism, as it combines a French term with an English term.

Leisure Anglicisms (21 cases)
The following list encompasses those Anglicisms that have been considered as belonging to the field of leisure since they are used to refer to free time and entertainment activities. These Anglicisms are afterwork (used as a noun, despite being used as an adjective like in English), after party, celebrity/celebrities /celebs, check out, cookies, foodie, gif, girls' night out, performance, phubbing, pop-up stores, rainbow food, room service, sane food, selfie, shopping, skyline, spa, welcome pack. There is also one case of an adapted Anglicism in this area, and one case of false Anglicism, reality.
In these specialised areas, the use of Anglicisms has different functions, as Rodríguez González (1996) 2 reported two decades ago. The referential function, which denotes the literal meaning of a term, when applied to the use of Anglicisms in Spanish, may intend to fill a lexical gap whenever there is no suitable equivalent available. This is the case for lexical units like selfie.
The expressive function includes stylistically marked lexical units that normally have an emotive connotation. These Anglicisms usually have positive or negative connotations. Some words taken from this corpus could be regarded as fulfilling the function of attracting the audience, looking fashionable, cool and even snobbish. For example, look instead of apariencia; outfit/outfits instead of prendas, shorts rather than pantalones cortos, teenager instead of adolescente. All these Anglicisms, to list but a few, imply positive or fashionable nuances when used in Spanish.
Finally, Rodríguez González (1996) distinguishes another function; the textual one, or the capacity the language has to create text in relation to the context. For example, for the economy of language, as in the case of jeans to avoid saying pantalones vaqueros. 3

Conclusion
This study is intended to reveal current trends about the use of Anglicisms in a specialized Spanish forum aimed mainly at women. After having carried out this analysis, the first hypothesis is confirmed: there is a tendency to use Anglicisms in the domains of fashion, beauty and leisure. The second hypothesis is also confirmed: non-adapted or pure Anglicisms, 66 in total, are by far more widespread than other types: false Anglicisms rank second, and adapted Anglicisms and hybrid Anglicisms last.
In terms of the subject area most likely to be affected by the use of Anglicisms, it is important to state that, due to the type of sources used for this research, in some cases, it is difficult to draw a line between beauty and fashion. The whole context of the post provided the clue to discern whether to include some Anglicisms in the fashion or beauty domains. However, as the third initial hypothesis predicted, fashion seems to be the area where most Anglicisms are found, followed by beauty and then leisure.
In a globalised world, hot-off-the-press English neologisms, such as phubbing, for instance, are immediately exported to other languages, without leaving sufficient time for proper translation. In addition, "the taste for the exotic" and "the charm of a foreign language" (Furiassi, 2010: 63) are important motivations for the use of Anglicisms, especially in domains such as fashion, beauty and leisure, which are intrinsically subject to constant change. French was traditionally the language associated with fashion until the 1980s, when English started replacing French as the language most frequently used to talk about fashion-related topics (fashion magazines, TV channels, social networks) (Lopriore and Furiassi, 2015: 203).
Despite the growing number of publications (Balteiro, 2011;Lopriore and Furiassi, 2015) dealing with Anglicisms in the specialised language of fashion, little attention has been paid so far to the analysis of the domains of beauty, fashion and leisure in online forums. The main purpose of this article has been to bridge this research gap and shed some light on the actual use of Anglicisms in this online medium, although its limitation lies in the analysis of one single Internet forum.
It is unquestionable that the contact between English and Spanish represents a cultural and linguistic enrichment for the recipient language, Spanish in this case. These linguistic changes, mostly visible at the lexical level, may also bring cultural changes in the way people understand and express certain concepts by using English rather than Spanish. The adoption of these lexical innovations mirrors the acceptance of cultural patterns typical of the donor language and culture. Therefore, the findings of this study suggest some reflections on the degree of exposure to the English language and the Anglo-American culture on the part of Spanish speakers. More precisely, these domain-specific Anglicisms may exert a noticeable influence and have subsequent long-term effects on the Spanish sense of identity. As Bloomfield (1933: 445-458) asserted, "every speech community learns from its neighbors" and, consequently, "cultural loans show what one nation has taught another".
As far as future research is concerned, it would be of utmost interest to analyse other Internet forums in order to check whether this tendency is similar in different Spanish forums.

Notes
1. When a term is assimilated, in Lorenzo's (1987) terminology, refers to a word has been completely accepted and naturalised in the recipient language, Spanish in this case, long time ago. Many of these terms have been included by DLE or are widely accepted and used by speakers of that RL.
2. Rodríguez González (1996) proved that Anglicisms in Spanish generally respond to specific functions, namely referential, expressive and textual. González (1996) stated in his categorisation, it is essential to notice that many of the lexical units compiled in this sample may fulfil more than one function.

As Rodríguez
4. I would like to thank the two anonymous reviewers who have given me valuable feedback on a previous version of this manuscript. Their useful and insightful comments have helped to improve this article.