A Sociolinguistic Study of Shop Names in Limbe

Abstract

This study investigates the linguistic characteristics used in shop names in Limbe. It examines the structures of shop names and identifies the motivation for their choices by shop owners. It also examines the competence of shop owners in the languages used in shop names. This study makes use of two theories which are the structuration principles by Ben-Rafael (2009) and Reh’s (2004) taxonomy of multilingual information. The structuration principle is based on four principles of social action which are presentation of self, good reason, power relations and collective identity. These principles help businessmen to make a good language choice which promotes their businesses. Reh’s multilingual information is based on four multilingual arrangements which are duplicating, fragmentary, overlap and complementarity. This theory helps to analyse the language used on shop names and also the language situation in the community. A mixed method of research design is used in the study. Qualitative data is analysed thematically. The findings show that there is multilingualism in shop names in Limbe, and that shop owners make use of six speech forms. Moreover, shop owners are motivated by several reasons to choose certain languages on shop names.