A Multimodal Analysis of Linguistic Landscape of Songket Shops Signage in Bukittinggi

Rahmadi, Rania Azzahrah (2022) A Multimodal Analysis of Linguistic Landscape of Songket Shops Signage in Bukittinggi. Diploma thesis, Universitas Andalas.

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Abstract

Signage or nameplate is one of the means to promote a business. This study discusses the of the use of English used by Embroidery and Songket entrepreneurs in the linguistic landscape of Bukittinggi. The purpose of this study is to identify the visual and linguistic elements using the Cheong (2004) model from Generic Structure Potential (GSP). There are several insights that are discussed in this research theory according to Cheong (2004) they are in terms of Visual element and Linguistic element. The researcher analyses the Linguistic element used in Songket shop sign which divides into five types; Emblem, announcement, tag, enhancer, call and visit information. The researcher also analyses the visual element which divides into three types; lead, display, and Emblem. The researcher found 15 data of announcement and also 15 data of Emblem, 7 data of call and visit information, 0 data of tag, and 0 data of enhancer. The most Visual elements by Songket shop signage is Emblem. The researcher found 7 data of Emblem, 2 data of display, and 0 data of lead. Furthermore, the results of this study are presented in a qualitative descriptive manner by detailing the unit of analysis which is found on the nameplate of the Songket shop. Keywords: Linguistic Landscape, Multimodal, Multimodal Analysis, signage.

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