Reflection Of Linguistic Landscape On Social Identity, Linguistic Creativity And Language Competence: An Analysis Of Signboards In District Swabi
Zarhat Ali
Assistant Professor Northern University & Ph.D. English Linguistics Scholar, Kohat University of Science and Technology (KUST) Kohat, KP, Pakistan
Farzia
Government Girls High School Lahore, Pakistan
Abstract
The study's findings indicated a contemporary range of LL encompassing social identity, linguistic originality, and language proficiency. This study was exploratory; I photographed the signboards, presented them to the respondents, and emphasized their perspectives to elucidate how these three features confer distinctiveness to the signboards. The study also examined how the signboards in district Swabi assist to the advancement of the English language. The proliferation of English on signboards may be attributed to translated signs in local languages, which serve as a subtool for comprehending and accessing the English language, hence influencing its growth. Given that viewers' cognitive processes relate to their social comprehension after acquiring sign knowledge for diverse reasons, I analysed the creativity of signboards from a social standpoint. I coined the term "linguistic landscape" to refer to the assessment of language proficiency as evidenced by local signage. To collect information, I employed a qualitative method, conducted interviews with pertinent individuals, and captured images of relevant signboards reflecting these components. The collective utilisation of Urdu, Pashto, and English among the Pathan people is a fundamental aspect of their social identity, alongside their language and culture. The researcher contemplated the signboards, featuring extensive English usage in non-Roman inscriptions, to enhance comprehension of the localisation of English and its creative possibilities. The English language has developed due to its extensive use, possibly stemming from audience attraction and its enhancement of language on signboards. The researcher examined the potential of the linguistic landscape to enhance viewers' English proficiency by examining signboards; numerous signboards were comprehensive and solicited comments in English, which participants found beneficial.
Keyword: Linguistic Landscape, Social Identity, Linguistic Creativity and Linguistic Competence
