Linguistic landscapes: A sociolinguistic analysis on the linguistic identity of Chinatowns in the Philippines

Date of Publication

7-22-2019

Document Type

Dissertation

Degree Name

Doctor of Philosophy in Applied Linguistics

Subject Categories

Applied Linguistics

College

Br. Andrew Gonzalez FSC College of Education

Department/Unit

English and Applied Linguistics

Thesis Adviser

Rochelle Irene G. Lucas

Defense Panel Chair

Leah E. Gustilo

Defense Panel Member

Jennifer Tan-De Ramos
Jose Cristina M. Pariña
Eden R. Flores
Alejandro Bernardo

Abstract/Summary

The languages used in the street signs, billboards, shop signs, restaurants and government offices are now analyzed in the lens of linguistic landscape. This study examined the languages used in the commercial shop signs of the three Chinatowns in the Philippines. Following Backhaus’ (2006) theory that describes linguistic landscape with several languages publicly displayed within a definable frame, the study identified the language distribution of the signs and categorized the signs as monolingual, bilingual or multilingual. The result of the study shows that the three Chinatowns in the Philippines prefer to use English as evidently seen in their commercial shop signs. Using 462 photographs of shop signs from Manila Chinatown (144), Banawe Chinatown (165) and Davao Chinatown (153), it was found out that 378 monolingual English signs are dominantly used. This implies that English is the preferred language by the sign makers/ shop owners because of its prestige and economic power which according to Spolsky and Cooper (1991) is a necessary condition where sign makers decide to choose a language they know and would like to be identified with.
Since the study does not limit its objective in identifying and categorizing the languages used in shops signs as monolingual or multilingual, semiotic analysis is also employed in examining semiotic properties that constitute the importance of the commercial shop signs. Following the suggestion of Barni and Bagna (2009) that semiotics analysis focuses on the location, communicative function, degree of visibility and code preferences of the signs, the macro-linguistic and micro-linguistic analysis are also given emphasis in the present study. Macro-linguistic analysis includes the identification of the spatiality, authorship and readership dichotomy, symbolic and informational value of the signs. The micro-linguistic analysis on the other hand, concentrates on the inscription and emplacement of the signs. Most of the commercial shop signs show an inclination of using synthetic materials which may stimulate physical longevity of the signs. It is also apparent that the linguistic landscape on the three Chinatowns only designate bottom-up facet as it intends to exemplify the objectives of the sign makers towards commercial and economic profitability. The parameters in the Interaction Order of Goffman (1983) are also utilized to validate the answers of the LL actors (shop owners, passersby, tourists) that may have supported or contradicted initial assumptions about the shop signs in the Chinatowns.
Lastly, in describing the linguistic identity of the three Chinatowns, the approach of Cultural Linguistics or CL Shariffian (2017) was also employed. Following the parameters of CL that includes conceptualizations according to a person’s linguistics competence, control, time, space, environment and intercultural communication, the researcher has formulated ten ideas on how LL actors (shop owners, passer-by, tourist) describe the linguistic identity of each Chinatown differently from one another. The ten ideas presented in this study are timely evolving and future studies of the same nature that employ Cultural Linguistics may change or improve these points.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG008237

Keywords

Signs and signboards—Semiotics; Sociolinguistics--Philippines; Chinatowns--Philippines

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Embargo Period

3-26-2025

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