Language planning in the process of linguistic landscape transformation of the Republic of Kazakhstan

Abstract

The objective of this research is to reflect on the relationship between language policy and planning and the transformational nature of the linguistic landscape of Kazakhstan. The study focusing on primary data resources (globalization, Latinization, localization, hybridization, westernization), resulted in the rise in visibility, prestige, and everyday use of the Kazakh language and the growing influence of English in the city’s linguistic landscape. It argues that the so-called language fashion promotes a positive view of language in everyday communication. Considering language choices in the linguistic landscape emanating from the «top-down» (centralized policies) and «bottom-up» (grass-roots and local initiatives), the article presents examples found in Astana’s linguistic landscape that give visibility to the multilingual and bilingual nature of the signs. The research not only employs a qualitative approach for data collection and analysis but also incorporates visual research methods, highlighting the multidimensional nature of the study and its comprehensive exploration of the subject matter.