Choice of Linguistic Landscape on Coffee Shop Signboards of Multilingual Communities
Keywords:
Language choice, coffeeshop signboards, language functions, multilingual communitiesAbstract
The dual-purpose of this research is to investigate the language on coffee shop signboards in multi-lingual communities, and to analyze the function of language used on coffee shop signboards in multilingual communities, Yala Municipality, based on the theoretical concept of
linguistic landscape. A mixed-method of quantitative and qualitative research was conducted to analyze visible and permanent coffee shop signboards in Yala Municipality. A total of 65 signboards were purposively selected to be the samples of this research with digital cameras and smartphone as research tools. The results showed that monolingual coffee shop signboards ranked at the top of with 56.92%, while bilingual signboard was followed at 40%, and multilingual signboards was the least of language choice at 3.07%. In terms of language displayed on the
signboards, the results were that English was regarded as the highest rate of 64.89%, and followed by Thai at 30.85%. Another result indicated that language on coffee shop signboards indicated the names of the shops (10.76%) and informed the shop details (3.07%). However, it was surprisingly found that 86.15% was the rate of language functions of providing both shop name and shop details. The results of the above study indicate the influence of the English language in that it has extensively spread in the beverage business to indicate shop name and its details with English for international context. On the other hand, it mirrors the ability of entrepreneurs in adopting English to elevate the coffee shop to more universal appeal through the language tool.
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