SCRIPTS ON LINGUISTIC LANDSCAPES: A MARKER OF HYBRID IDENTITY IN URBAN AREAS OF PAKISTAN
Background and Purpose: Scripts have strong relationship with religion, culture, and identity. This research was conducted to analyze how choice of different language scripts indicates identity crisis by observing placement, size, and preference of one code over the other. Furthermore, it also demonstrates the existence of plurilingual practices on linguistic landscapes.
Methodology: The relationship of scripts with culture and religion was analyzed by following the theoretical framework of semiotics given by Scollon and Scollon (2003) and Huebner (2006). Data was collected through photographs of linguistic landscapes and passersby interviews. Altogether, a corpus of 1064 photographs was collected from three cities in Pakistan (i.e Rawalpindi, Islamabad & Wah Cantt) and 10 passersby were interviewed.
Findings: Data analysis reveals some distinctive linguistic modifications in shop signs and billboards; including deviation in spellings, transliteration, linguistic hybridity, vocabulary, visual representation of language, lack of knowledge of Urdu vocabulary, acceptance of English vocabulary as part of Urdu language and use of sub-standard English vocabulary.
Contribution: The research concludes that erroneous use of language and transliteration practices cause hybrid hybridity. Moreover, considering Urdu alternatives as an oddity, along with inability to retrieve Urdu vocabulary are major challenges for policy makers to promote and implement Urdu language policies.
Keywords: Linguistic landscape, plurilingualism, script and identity, transliteration, translanguaging, linguistic hybridity.
Cite as: Atta, A. (2021). Scripts on linguistic landscapes: A marker of hybrid identity in urban areas of Pakistan. Journal of Nusantara Studies, 6(2), 58-96. http://dx.doi.org/10.24200/jonus.vol6iss2pp58-96
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