SIGNS, LANGUAGE, AND SPATIAL PRACTICES IN THE LINGUISTIC LANDSCAPE OF TAIF

Abstract

This study explores the Linguistic Landscape (LL) of Taif, and examines government and commercial signs to reveal the interplay of languages and power dynamics through the medium of public signage. Taif is the fourth most populated city in Saudi Arabia after Riyadh, Jeddah and Makkah. However, while the linguistic landscapes of Jeddah and other Saudi cities have been studied, Taif remains an under-researched city, despite offering a rich multicultural scenario. The study integrates linguistic and visual dimensions to contribute to the existing LL research in Saudi Arabia. Unlike earlier studies, it also combines analysis of de facto language use with predictions concerning future language display. The study’s mixed-method approach uncovers Taif’s multilingualism using inferential statistics to predict the occurrence of languages, and fusing linguistic and semiotic analyses to develop a comprehensive understanding of power relations reflected in the city’s LL. After analysing 4,714 signs, socioeconomic factors emerged as significant determinants of the LL. The old area of Sharqiyah and the gentrified area of Shubra predominantly feature monolingual MSA (Modern Standard Arabic) signs, while Shihar, an expensive area, displays a mixture of MSA and English. The primary languages shaping the LL of Taif are MSA, Classical Arabic, English, Urdu, Informal Arabic, Romanised Arabic and Arabicised English. Inferential statistics (logistic regression) revealed that subject matter and function were the strongest predictors of language choice, while sign placement had minimal impact. Applying a multimodal approach to the data, the social, political and religious meanings of such visual elements as typography, colour saturation and salience, as well as top-bottom and left-right visual design are highlighted. The findings encompass aspects such as the interplay of local and global discourses, reflecting openness to bilingualism and unequal access to spaces. They also highlight the societal relevance of MSA, which reflects the country's formality and social solidarity, as well as the significance of euphemisms in signs, such as those relating to hookah smoking. The interplay of English and Arabicised English reveals themes of beauty, trendiness, luxury, local advertising and the iconicity of English, encapsulating cultural and linguistic dynamics. The cultural undertones of duty and repelling envy within religious discourses are explored. The study also investigates the role of Informal Arabic in softening governmental directive discourse and in promoting local authenticity and intertextual connections. The research further underscores the pragmatism and collective identity evident in ethnicity-related signs. Taif's LL reveals a blend of tradition and modernity, with English and migrant languages complementing Arabic, reflecting its cosmopolitanism and economic drivers. The omission of minority languages in signs suggests a gap between the LL and the city's true linguistic makeup. The study also highlights Taif’s deeply rooted religious discourse and the rise of Informal Arabic alongside the official language used by the authorities, underscoring the city's nuanced sociolinguistic dynamics.

Keywords: Linguistic Landscape (LL), Multilingualism, Logistic Regression, Multimodality.