Functional Discourses and Linguistic Contestation in the Public Signs of Sanur, Bali

Abstract

This study examines the linguistic landscape of Sanur, Bali, focusing on the functional discourses present in public signs and the inherent language contestation. Utilizing a qualitative descriptive research design, data were collected through observational and photographic documentation of 1,406 public signs. These signs were categorized into ten types of discourse: orientation, regulation, alerting, commemorative, commercial, educational, artistic, protest, identity, and political, following the framework proposed by Opiłowski and Makowska. The findings indicate that the public signs in Sanur reflect the socio-cultural, economic, and political dynamics of the area. Both top-down signs, created by official authorities, and bottom-up signs, created by private entities, were analyzed to understand their communicative purposes. The study reveals the multilingual strategies employed in these signs, with a predominant use of Indonesian and English to cater to both local residents and international tourists. The study also highlights the importance of visual symbols and their role in enhancing the effectiveness of public communication. The analysis underscores the complex interplay between language use, community identity, and tourism, providing valuable insights into the broader field of linguistic landscape studies.