Abstract
The present study investigates the use of local, official and national languages and the incessant use of English on the localized Sindhi Roman script. Linguistic landscape is the study of written language on public road Signs, advertisements, billboards or front shops. Bilingualism is very common on the public signboards of Larkana city, where English language is used as market language. Many local people consider it as foreign language still English is used on every local and public signboard of Larkana city. The study used semi-structured interviews from different businesspeople, shopkeepers and owners of the institutions. The results show that Romanized Sindhi language/ Sindhlish and Bilingualism is influenced and dominant on the linguistic landscape of Larkana. In the comparison of English language the local/ native languages of the particular area of Larkana city seem missed or least used on signboards. Keywords: Linguistic Landscape, Multilingualism, Bilingualism, Official Language, Roman Sindhi DOI: 10.7176/JLLL/80-03 Publication date: June 30 th 2021
Highlights
Pakistan is vast country having more than 60 spoken languages and six major languages
The results showed the great impact of Englishized Urdu and Urduized English on the linguistic landscape of Quetta, Pakistan where the local and indigenous languages impact was missed and absent on the signboards
The usage of multiple languages on the sign boards is very common in Larkana most of the participants agreed. They said that they know the importance of official language in Pakistan
Summary
Pakistan is vast country having more than 60 spoken languages and six major languages. Since the independence of Pakistan, Urdu as National Language and English as Official language enjoyed a great privilege and higher status in Pakistan. The influence of language can be measured in any form. Linguistic landscape is one the important aspect of measuring the impact of any written language on the public or local signboard. The representation of any written language on government boards/ buildings, academic institutes, hotels/restaurants, Marts/Bakers or local shops is known as Linguistic landscape. The study of Linguistic landscape has begun in 1970s. Linguistic Landscape, gradually slowly has flourished its fields in sociolinguistics, social sciences sociology and media studies. The great contribution was given in LL by the seminal work of Landry and Bourhis (1997)
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