Abstract
This article reports on the discussion of linguistic landscape in the course of tourism peripheries. The central aim is to unravel the salience and visibility of language practices manifested in the shop-fronts in Bali tourism peripherals. Drawing on Bourdieu’s language as social power (1983; 1993), presentation-of-self (Goffman, 1963; 1981), and good-reasons perspective (Boudon, 1990) we explore the language choices made by the local shop owners and the principles driving these choices. The findings conclude that English is the dominant language Bali tourism peripheries, and it is driven by the perceived power attributed to English and the economy benefits associated to English; the principle of presentation-of-self is not prioritized. We argue that local shop owners’ perception of targeted clients is the determining factor influencing it. Mandarin language need to be present more to cater the Chinese tourists for they constitute a big portion to the body of international tourists in Bali.
Highlights
Tourism in every country is a form of global trading
Tourism peripheries turn into multilingual space and people in the area deliberately choose language(s) to carry certain functions; a phenomenon which is well captured by linguistic landscape ( LL) study
The results clearly indicate multilingualism in Bali tourism peripheries, there is a strong polarization of the community group to lean on English as the more important language
Summary
Tourism in every country is a form of global trading. With mobility as its nature (Williams & Hall, 2000; La Rocca, 2015), tourism makes people with different lingual and cultural backgrounds meet and do transactions. Tourism peripheries turn into multilingual space and people in the area deliberately choose language(s) to carry certain functions; a phenomenon which is well captured by linguistic landscape ( LL) study. Landry and Bourhis (1997:25) propose LL as “The language of public road signs, advertising billboards, street names, place names, commercial shop signs, and public signs on government buildings combine to form the linguistic landscape of a given territory, region or urban agglomeration”. Gorter (2013) confirms that using LL as a source of data helps us to make meaning for societal multilingualism. This interpretation is made possible for LL shows visibility and salience of languages in a given territory. Scrutinizing the language(s) used on public displays sheds some light on how languages in multilingual spaces are perceived, contested, and negotiated by their users
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