"It makes it legit": local semiotic perceptions of the linguistic landscape in a market in Soshanguve, South Africa. Issue 4 (8th August 2018)

• Record Type: Journal Article
• Authors: Álvarez-Mosquera, Pedro; Coetzee, Frieda
• Is Part Of: Social semiotics. Volume 28:Issue 4(2018)
• Page Start: 494
• Page End: 511
• Publication Date: 2018-08-08
• Subjects: Linguistic landscape -- translanguaging -- indexicality -- sites of luxury and necessity -- ethnographic approach; Semiotics -- Social aspects -- Periodicals; Functionalism (Linguistics) -- Periodicals; Critical theory -- Periodicals; 302.2
• DOI: 10.1080/10350330.2017.1406569
• Languages: English
• ISSNs: 1035-0330

Abstract

ABSTRACT: This article explores the linguistic landscape (LL) of a semi-informal market in a South African township called Soshanguve. The fieldsite is situated in an area that is characterized by diversity and longstanding multilingualism. An ethnographic approach draws on the semiotic reading of the LL by a participant whose analysis of the multilingual commercial signage provides insight into local perceptions on language use and materiality. The study focuses on the participant's analysis of the indexicality of African languages and traders' names used in the LL that is in general dominated by English. Furthermore, the use of Sepitori (mixed language) in the signage will be explored for the first time. Findings contribute to disentangle and expand the notion of luxury and necessity. More specifically, we suggest that these concepts can be extended to include the notions of sponsorship and mediation, which can potentially involve reinterpreting the process of production, use and perception of the materials in signage.