In 2016, a special issue of the Linguistic Landscapes: An International Journal explored the nexus between LL and collective memory studies, calling for more research at the interface of these disciplines. Our analysis adds to recent studies by exploring the ways in which commemorative street renaming processes are discursively embedded. We build on research on memorialisation as well as critical toponymy to analyse media discourses that accompany, support or contest commemorative naming practices in the urban streetscape of a large East German city during the last century. Based on this dataset, we develop a typology of arguments against or in favour of street renaming. The longitudinal analysis of discourses in the local press vis-à-vis ongoing resemioticisation reveals a complex relationship between lived political history, freedom of the press, the type of argument and the stances encoded therein.