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All Journal Lingua Didaktika: Jurnal Bahasa dan Pembelajaran Bahasa English Language and Literature Jurnal Bahasa dan Sastra JOURNAL OF APPLIED LINGUISTICS AND LITERATURE JL3T (Journal of Linguistics, Literature and Language Teaching) Jurnal Pemberdayaan Masyarakat
Rusdi Noor Rosa
English Department FBS UNP
Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jurnal Pemberdayaan Masyarakat

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Linguistic Landscape on Food and Beverage Signboards in Binjai City Pratiwi, Anggita; Sinar, T. Silvana; Rangkuti, Rahmadsyah; Rosa, Rusdi Noor
Jurnal Pemberdayaan Masyarakat Vol 4, No 2 (2025)
Publisher : Yayasan Keluarga Guru Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46843/jpm.v4i2.390

Abstract

The linguistic landscape in the food and beverage scene of Binjai City, North Sumatra, reflects and celebrates the city's rich cultural diversity and flavorful cuisine. This study explores the linguistic landscape of the food and beverage sector in Binjai City, highlighting how language use in public signage reflects both local culture and global influences. As the city experiences rapid urban growth and increasing exposure to global trends, its signage offers valuable insights into the intersection of language, identity, and commerce. The research aimed to (1) analyze the linguistic features of food and beverage signboards and (2) examine the reasons behind language choices made by business owners. Using a qualitative methodology, comprising observation and documentation, the study investigated 96 signboards. The results showed that 67.71% were monolingual, predominantly in Indonesian, while 32.29% were bilingual, with a notable presence of English. The inclusion of English was not merely decorative but served a strategic purpose: to project an image of modernity, professionalism, and appeal to consumers influenced by global trends. These findings reveal how Binjai's linguistic landscape is shaped by a dynamic interplay between preserving local identity and embracing international appeal. This research enhances our understanding of how globalization influences linguistic practices in urban settings, offering a valuable case study that informs cross-cultural discussions about language, identity, and commerce.
Co-Authors Br. Perangin-angin, Alemina Effendi, Fika Emylia Erikson Saragih Harahap, Annisah Inriani Ilma, Dzikri M. Affandi Arianto Maulana, Mahdi Annafra Pratiwi, Anggita Rangkuti, Rahmadsyah Refnaldi Refnaldi Sinar, T. Silvana