Lanskap Linguistik pada Papan Nama Badan Usaha di Kota Medan

Abstract

This research discusses linguistic landscape on a signboard of a business entity in Medan. Its objective is to 1) describe the lingual construction on a signboard of a business entity in Medan, 2) analyze the meaning of a signboard of a business entity in Medan, and 3) formulate the meaning of a signboard of a business entity in Medan. It applies qualitative pairing method in analyzing the data. The source of data comes from photographs of description of signboards fbusiness entities in Medan. They consist of words on the signboards. Of the 107 signboards which have been analyzed, it is found that the construction of the words on the signboards occurs in the process of composition, affixation, acronymization, reduplication, and clipping. However, there are also the data of linguistic landscape which do not undergo the process of word construction. In the meaning of text, it is found that the meaning of reference, and the meaning of non- reference. In the meaning of reference, there are three types of reference- reference of place, reference of product or service, reference of owner's name. The meaning of sign is referred to the main text, secondary element, color, and background of signboards of business entities. Language ideology in the language use reflects ideologies such as nationalism, modernism, ethnic and cultural identity, and owner's perception. The result of the data analysis suggests that the type of lingual construction is constructed from word construction and analyzed with hierarchical structure in order to find out the core of word construction in the composition. In the language ideology, it is found that there is the use of foreign and local language in naming business entities in Medan. It indicates that the nationalism of the business entity owners is considered bad in implementing the national language in the linguistic landscape of the signboards of business entities in Medan.