Scripting Identities: Reading Language Dynamics and Ideologies on Shop Signs in Kampala

Abstract

This article examines the linguistic landscape of Kampala (Uganda) by analysing the language dynamics that play out through shop signs. Engaging with data collected through photographs and interviews, this article draws on three interrelated theoretical perspectives: the markedness of languages, the symbolic power of languages, and good reasons for language use. The main findings suggest that the languages used on shop signs in Uganda are informed largely by attitudes towards English being a practical commercial language. Moreover, English is considered by shop owners to be the language of “class,” power, and a marker of the “educated” and therefore occupies the largest space on the shop signs. As such, the use of English on shop signs does not imply literacy or proficiency in the language, but rather forms a prestigious-symbolic identity.