COVID-19 discourse in linguistic landscape: Linguistic and semiotic analysis of directive signs

Abstract

ABSTRACT The COVID-19 pandemic has significantly impacted the way people communicate and convey information, particularly in public spaces. This paper investigates the use of language and signs in COVID-19-related directives in Japan from a pragmatic perspective. Using data collected through a linguistic landscape survey, the study qualitatively examines the use of politeness in linguistic formulation and the semiotic use of space through the combination of signs and objects. The analyses reveal the differences in politeness strategies used in top-down signs compared to bottom-up signs. Top-down signs, such as those produced by the government or large organizations, tend to use an invitation form and incomplete sentences, whereas bottom-up signs, created by individuals or small shops, often use more formal language and formulaic request expressions. The study highlights the role of addressers of bottom-up signs as “handlers” who play an active role in pragmatically utilizing space through the arrangement of semiotic signs. The study argues that a detailed linguistic and semiotic analysis is crucial in comprehending how meaning is co-constructed in the linguistic and semiotic landscape. This is particularly relevant in the context of the COVID-19 pandemic, where clear and effective communication is of utmost importance in order to maintain public health and safety. The findings of this study provide valuable insights into the use of language and signs in public spaces, and have implications for the development of effective communicative strategies in the context of the pandemic and beyond.