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VOL. 9, ISSUE 1 (2024)
Linguistic landscape on shop names around University of Jember, Indonesia
Authors
Edy Hariyadi, Agus Sariono, Heru SP Saputra, Asrumi, Agustina Dewi Setyari
Abstract
This study aims to describe the shop names in
the campus area of the University of Jember related to student needs (including
cellular counters, warungs, cafes, restaurants, photocopy shops, etc.). We
recorded the shop names and then used the linguistic landscape approach
developed by Gorter and Cenoz (2006) [1] to analyse the data. The
results show that the shop names were in Bahasa Indonesia (the Indonesian
language), regional languages, English, and other foreign languages. English
was widely used in the names of cafes, computer businesses, restaurants and
cellular shops. The dominance of English over other foreign languages such as
Arabic, Japanese, Chinese, and Korean occurred due to the globalisation of
increasingly multilingual advertising and the consideration of profit if using
a name in a foreign language. The shop names chosen by the owners have the
following characteristics: without a particular name, only showing product
offers; shop names with some humour, puns, and sound games; adjusted to the
name of the local street; based on the origin of the product; names based on well-known
products; with mixed of Indonesian and foreign languages; based on a person's
name; borrowed from a well-known local name; based on slang; with the old
Indonesian spelling; derived from local language; and based on the slang
expression. Based on the analysis results, we found that the public spaces in
the campus area of the University of Jember reflect a multilingual society with
various lingual expressions.
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Pages:23-26
How to cite this article:
Edy Hariyadi, Agus Sariono, Heru SP Saputra, Asrumi, Agustina Dewi Setyari "Linguistic landscape on shop names around University of Jember, Indonesia". International Journal of Academic Research and Development, Vol 9, Issue 1, 2024, Pages 23-26
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