Language Choice and Social Status in the Commercial Linguistic Landscape of Margonda Street, Depok
DOI:
https://doi.org/10.38035/dijemss.v7i5.6873Keywords:
Commercial Linguistic Landscape, Language Choice, Language Commodification, Linguistic Capital, Social DifferentiationAbstract
In contemporary urban societies increasingly integrated into the global economy, language in public spaces no longer functions solely as a means of communication, but also serves as a symbolic resource associated with economic value, social identity, and power relations. This study examines how language choices within the commercial linguistic landscape represent market values and social differentiation in urban public spaces. The research was conducted along Margonda Street, Depok, an urban commercial corridor characterized by intensive language commodification practices. Employing a qualitative approach grounded in critical sociolinguistics, the study utilized systematic observation of commercial signage and advertisements, semi-structured interviews with business owners and employees, and visual documentation as data collection techniques. The data were analysed using thematic analysis to identify patterns of linguistic representation and symbolic meaning. The findings demonstrate that English is strategically employed, both monolingually and bilingually, to construct images of modernity, prestige, professionalism, and global orientation associated with urban middle-class lifestyles. In contrast, Indonesian and local linguistic elements, including Betawi, Sundanese, and Javanese expressions, are used to emphasize cultural proximity, social intimacy, and authenticity. The interaction between global and local linguistic resources produces forms of contextual and market-oriented linguistic hybridity. The study concludes that language within the commercial linguistic landscape functions as symbolic and economic capital strategically mobilized to construct brand image, negotiate social identity, and reproduce symbolic stratification in urban public spaces.
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Copyright (c) 2026 Supriatnoko Supriatnoko, Anwar Mustofa, Mawarta Onida Sinaga, Ni Made Widhi Sugianingsih
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