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All Journal LLT Journal: A Journal on Language and Language Teaching NOTION: Journal of Linguistics, Literature, and Culture
Muliawati, Nabila
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Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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REVISITING THE ENGLISH STATUS IN THE OUTER AND EXPANDING CIRCLES: INSIGHTS FROM GOOGLE STREET VIEW® Kurniawan, Hasyim; Moehkardi, Rio; Muliawati, Nabila
LLT Journal: A Journal on Language and Language Teaching Vol 27, No 1 (2024): April 2024
Publisher : English Education Study Programme of Sanata Dharma University, Yogyakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24071/llt.v27i1.7659

Abstract

Globalization and glocalization may affect the use of English in Kachru’s (1986) Outer Circle and Expanding Circle countries. This study revisits the status of English by observing its use in the commercial signboards in Malaysia (Petaling Street) and the Philippines (Colon Street), representing the Outer Circle, Thailand (Khao San Road), and Indonesia (Legian Street), representing the Expanding Circle. Using Google Street View®, 557 signages were screen-captured, and their brand names, information, and slogan parts were analyzed. The finding shows that English is predominant on almost all signboard parts on the four streets, showcasing its crucial role in building brand identity and efficacy for communicating with a wider market. Furthermore, linguistic strategies such as code-mixing are pervasive in both circles, indicating the norm-developing characteristic not only in the Outer but also in the Expanding Circle. Language regulation enforcement may affect the degree of visibility of English, but its prevalence remains high nonetheless. Overall, the traditional conception of these concentric circles needs to be reanalyzed and a more fluid model needs to be put forward. 
Indonesians’ perceptions of fully and hybrid English brand names: A survey-based study Moehkardi, Rio Rini Diah; Muliawati, Nabila; Kurniawan, Hasyim
NOTION: Journal of Linguistics, Literature, and Culture Vol. 7 No. 1 (2025): NOTION: Journal of Linguistics, Literature, and Culture
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/notion.v7i1.12653

Abstract

Globalization demands wider use of foreign languages, especially English, on brand names, even for local products. This research aimed to understand how Indonesians perceived the use of English when naming local products and whether there was a feeling of being dominated. It contributes to the study of public perception of foreign languages on brand names. The study used two online surveys to examine perceptions of the brand naming practice, including its formations, meanings, and potential purposes. The first survey aims to select the 15 most familiar brand names out of 30 data points. The second survey, consisting of seven 5-scale Likert items and two open-ended questions, aims to measure the participants' perceptions of the 15 brands. The Likert items generated a mean of 72.08%, indicating that most respondents agree with the statement in each item. The structural equation modeling result shows that English skills have a significant and positive direct impact on perception at .16 (p < .01, 1-tailed), while age shows a negative direct impact at -.27 (p < .01, 1-tailed). Education, on the other hand, has a significant indirect effect on perception (p < .05, 1-tailed) as it affects English skills at .18 (p< .01, 1-tailed). Instead of feeling dominated, the respondents felt that using English is a negotiation to employ English as a creative tool for commercial purposes without losing the sense of nationalism for not using Bahasa Indonesia in the brand names.
Co-Authors Kurniawan, Hasyim Moehkardi, Rio Rio Rini Diah Moehkardi