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This paper analyses political and media discourse surrounding the UK government's decision to change the name of the Second Severn Crossing, a motorway bridge over the river between Wales and England, to the Prince of Wales Bridge in order to commemorate the 70th birthday of Prince Charles. This decision, taken without the prior consultation of Welsh citizens, caused a public uproar and resulted in disputes among politicians as well as in mainstream and social media. This article explores the case of renaming this landmark construction by relating it to the concepts of colonial and postcolonial ideologies, power and national identity. A thematic analysis of media discourse and a debate in the National Assembly for Wales demonstrates how attempts to manipulate the cultural and linguistic landscape reveal political and social tensions within Welsh society, bringing to the fore current issues concerning Welsh identity. [ABSTRACT FROM AUTHOR]