Multimodal Linguistic Landscape in Lombok: A Case Study of Product Branding

Abstract

A study of writing a language in a public area is known as the linguistic landscape. This research aims to map language choices (monolingual, bilingual, and multilingual) on food products in Lombok and analyze the interconnections between the implementation of national, regional, and foreign language policies on food products in Lombok. The multimodal approach can describe more about the language landscape, including the meaning and function of public writing. This multimodal concept views signs as a form of visual communication that is definite and non-arbitrary. Micro, small, and medium enterprises (MSMEs) are explored as a case study in creative linguistic marketing about local interactions and global forces on the linguistic landscape. These MSMEs use various semiotic sources of regional languages, foreign languages, local wisdom, and inclusive spirit as an introduction and production process. Through linguistic analysis of landscapes, researchers examine systems of signs, images, and texts within a semiotic framework. The uniqueness of this study is what makes it unique to researchers because it has rich local meaning in context. This research describes not only MSMEs but also semiotic landscapes that contribute to understanding changes in sociolinguistic patterns and creativity in the branding of MSME products in the Lombok region.