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All Journal Language Literacy: Journal of Linguistics, Literature, and Language Teaching JOLLT Journal of Languages and Language Teaching
Apriliyanti Apriliyanti
Universitas Islam Sumatera Utara
Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Semiotic Landscapes of Deli Serdang Traditional Markets: Linguistic, Visual, Material, and Spatial Expressions of Cultural Identity and Local Wisdom Ely Ezir; Apriliyanti Apriliyanti; Devi Annisa Marpaung; Muhammad Ali Pawiro; Dedy Suhery; Mohd Hamid Raza
JOLLT Journal of Languages and Language Teaching Vol. 14 No. 4 (2026): October
Publisher : Universitas Pendidikan Mandalika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33394/jollt.v14i4.19540

Abstract

Traditional markets represent important cultural semiotic spaces where linguistic, visual, material, and spatial signs reflect social interaction, cultural identity, and local wisdom within community life. This study aims to examine the semiotic landscapes of traditional markets in Deli Serdang, Indonesia, focusing on how multimodal signs express and negotiate cultural identity and local wisdom. The study employed a qualitative semiotic approach grounded in Scollon and Scollon’s geosemiotics and Kress and van Leeuwen’s multimodal theory. The research was conducted in selected traditional markets in Deli Serdang Regency, North Sumatra, involving traders, buyers, and market administrators as participants. Data were collected through visual documentation, participant observation, in-depth interviews, and field notes. The analysis focused on market signage, vendor–customer interactions, spatial arrangements, and culturally significant artefacts. The findings reveal that traditional markets function not only as economic and communicative spaces but also as cultural texts that encode communal values such as reciprocity, mutual trust, and social cohesion. Identity negotiation is reflected through the use of vernacular languages, hybrid linguistic forms, and culturally embedded interactional practices that demonstrate continuity and adaptation amid modernization. Local wisdom is maintained through symbolic artefacts, ritualized practices, and moral values embedded in everyday market transactions. The study concludes that traditional markets in Deli Serdang constitute dynamic semiotic spaces that actively preserve cultural identity and local wisdom while strengthening cultural resilience and social harmony.
SEMIOTICS IN INTERPERSONAL COMMUNICATION OF TRADITIONAL MARKET TRADERS IN MEDAN CITY: A PRAGMATIC PERSPECTIVE Ely Ezir; Devi Annisa Marpaung; Aisyah Noor Nasution; Apriliyanti Apriliyanti
Language Literacy: Journal of Linguistics, Literature, and Language Teaching Vol 9, No 2: December 2025
Publisher : Universitas Islam Sumatera Utara (UISU)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30743/ll.v1i1.12242

Abstract

This study investigates the role of semiotics in the interpersonal communication of traders in traditional markets in Medan City through a pragmatic lens. Semiotics, as the study of signs and symbols, plays a central role in shaping meaning and mutual understanding in everyday interactions. Traditional markets offer a rich communicative environment where traders and buyers depend not only on verbal exchanges but also on gestures, intonation, cultural codes, and symbolic expressions to negotiate meaning and sustain social relationships. This research adopts a qualitative descriptive design involving 20 traders selected purposively from three major traditional markets in Medan. Data were collected through participant observation and in-depth semi-structured interviews to capture authentic communicative behaviors and interpretations of meaning. The data were analyzed using semiotic and pragmatic frameworks to identify the implicit functions of signs and contextual negotiation of meaning in interpersonal exchanges. The findings reveal that semiotic elements in traders’ communication function to build trust, strengthen social solidarity, and create persuasive strategies that influence economic decision-making. From a pragmatic standpoint, meaning is constructed contextually, reflecting the traders’ cultural values, social norms, and economic intentions. The study concludes that semiotic practices in traditional market communication represent not only linguistic phenomena but also socio-cultural strategies that sustain market interactions and preserve local wisdom. These insights contribute to a deeper understanding of interpersonal communication as a dynamic process supporting the cultural and economic vitality of local communities.
Co-Authors Aisyah Noor Nasution Dedy Suhery Devi Annisa Marpaung Devi Annisa Marpaung Ely Ezir Ely Ezir Mohd Hamid Raza Muhammad Ali Pawiro