LINGUISTIC LANDSCAPE OF UBUD

Introduction

Language as a means of communication becomes crucial function for human being. It is used to express feeling, emotion, delivering ideas, stating opinion, understanding culture, and many others. Communication should be done in the society due to the fact that human is zoon politicon, a well-known phrase means human as social human beings, introduced by Aristoteles, a Greek philosopher.

There are many definitions stated by experts about language. According to Oxford Dictionary, language is defined as words and methods of combining them for the expression of thoughts. Sapir (1921) stated that language is purely human and non-instinctive method of communicating ideas, emotions and desires, by means of voluntarily produced symbols. Gleason mentioned that language is one of the most important and characteristic form of human behaviour. Lal Banga (2015) stated that language is also defined as abstract symbols and meanings. Krech in Lal Banga (2015) mentioned that the major functions of language from the following three aspects: (1) Language is the primary vehicle of communication, (2) Language reflects both the personality and individual and the culture of the society, (3) language make possible growth and transmission of culture and the continuities of society, and the effective function and control of social groups.  Having the definition, purpose and role of language in above brief description, we will further discuss about how the language used in the society, it signifies meaning orally as well as written. Written language can be found not only through books, texts, sign and other written means but also can be found in the society through Linguistic Landscape. This language phenomenon is one of many other interesting language phenomena due to its developing current trends, to observe 

Linguistic Landscape of Ubud

 Bourhouis, 1997: 23) stated that Linguistic Landscape (LL) refers to the visibility and salience of languages in public places and commercial signs in a given territory or region. It is proposed that the linguistic landscape may serve important informational and symbolic functions as a marker of the relative power and status of the linguistic communities inhabiting the territory. Mulyawan (2016:319) mentioned that LL, is a multilingualism study that aims to analyze and identify the existence of outdoor advertising both in terms of linguistics and non-linguistics. Linguistic studies include the study of the meaning of the sign and non-linguistic studies including the study of the combination of the use of language in one sign, as well as the tendency to localize the use of certain languages and signs for a particular region.

This research is a combination of qualitative and quantitative study which tries to identify and find a closer look on the language used on the outdoor signs in Ubud. The data used for this research was taken from the main road signs of Jalan Raya Ubud. The techniques applied was by documentation, direct photo taken, collected and categorized based on the types such as: shops, art gallery, hotel, restaurant, spa, bank, traffic signs and others.