Environmental Conservation and the Bulawayo CBD as a Linguistic Landscape Construction: An Ecolinguistics Perspective

Abstract

This study deploys the ecolinguistics perspective to examine how purposively selected signs communicate environmental conservation issues in the city of Bulawayo as a linguistic landscape construction. Drawing on Haugen’s language ecology model and Halliday’s eco-discursive approach, the study reveals that the dominance of English and the invisibility of indigenous languages violate an inclusive ecosophy couched on principles of diversity and harmony, interaction and coexistence. The study also reveals an ecological orientation that is both beneficial and ambivalent. We therefore recommend the inclusion of indigenous languages and the framing of more eco-beneficial messages that foreground the benefit of positive environmental stewardship.