Between Local Identity and Global Appeal: A Linguistic Landscape Study Of Commercial Signage in Tebing Tinggi

Abstract

This study examines language choice in the commercial linguistic landscape of Tebing Tinggi, North Sumatra, with particular attention to the meanings associated with different linguistic resources. Data were drawn from 76 commercial signs documented along Jalan Jenderal Suprapto and interviews with five selected business owners. The signage data were analysed descriptively to identify patterns of language use, while the interview responses were examined qualitatively to explore the meanings attached to those choices. The findings show that Indonesian occupies the most prominent position in the commercial landscape, both independently and in combination with other languages. English represents the most visible additional linguistic resource, particularly in bilingual Indonesian–English signage, while Arabic, Chinese, Japanese, and Minang occur more selectively. The interviews indicate that Indonesian is associated with familiarity, accessibility, and continuity, whereas English is linked to modernity, youth orientation, and commercial appeal. Indonesian–Arabic signage, meanwhile, is associated with religious positioning and consumer reassurance. The study suggests that the commercial linguistic landscape of Tebing Tinggi is locally grounded yet selectively incorporates wider linguistic resources to construct particular social and commercial meanings.