Lanskap Linguistik pada Papan Nama Kedai Kopi di Kota Medan

Abstract

Linguistic Landscape (LL) is a study that focuses on the use of language in public spaces, whether monolingual, bilingual, or multilingual. The growth of coffee shops in the city of Medan is increasing due to the increasing development of coffee consumption so that it appears around the Ringroad road which reflects its uniqueness and various different racial backgrounds. This research deals with the linguistic landscape and the use of certain languages on coffee shop signage. The purpose of this study is to determine the use of language in language in public spaces, to explain the characteristics use on coffee shop signage and the reasons why shop owners chose a particular language in naming coffee shops. This research method is qualitative by applying the data collection of coffee shop signage. Methods of data collection used are observation, interviews and document study. Model of data analysis used is interactive which applied process of data collection, data condensation, data display and drawing conclusions. The results shows that 12 languages found in this research, namely Acehnese, Batak, and Javanese, Indonesian, English, Japanese, Italian, Arabic, French, Vietnamese, Spanish, and Bugis. It was found that English and Indonesian langauge are more dominant than other languages. The reasons for shop owners in choosing a particular name are types of coffee, culture, place/location, easy to remember and simple, family, reference, social time, ownership, promotion, personal, hope, leadership, heredity, recklessness, uniqueness, love of coffee, art, product, regional specialties, a preference for foreign languages. The reason for displaying various languages are educating local people with foreign languages and facilitating information for visitor from various regions