<![CDATA[This study examines the dynamics of misuh, a form of course or profane language, in public advertisements across Surabaya, analyzing it as both a linguistic and social phenomenon that reflects broader cultural transformations in an urbanizing society. Historically functioning as an expression of intimacy, assertiveness, and informal social control, misuh has undergone shifts in function and spatial presence alongside increasing demographic diversity and the modernization of urban governance. Using qualitative methods, including in-depth interviews and field observations, this research explores residents' perceptions of written misuh, its perceived effectiveness, and the factors contributing to its persistence or decline. Findings indicate that while misuh remains present, its occurrence has diminished and is now largely confined to more localized areas or neighbourhoods with higher levels of public non-compliance. This decline is shaped by three major factors: growing cultural pluralism that demands more inclusive communication, emerging language ideologies that frame misusing as impolite or inappropriate, and the strengthening of formal institutional mechanisms for regulating public space through signage, CCTV, and reporting systems. The study also identifies a migration of misuh to new mediums, particularly truck bodies, which serve as mobile spaces for expressing identity, humour, social critique, and religiosity. Overall, the findings suggest that misuh has not disappeared but has undergone symbolic and functional transformation, reflecting ongoing negotiations of identity, shifts in power structures, and evolving social values ??in an increasingly modern and multicultural Surabaya.]]>
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