Issue

Vol. 12 No. 2 (2023)

Language Contest in the Linguistic Landscape of Sabasaba International Trade Exhibitions in Dar es Salaam, Tanzania

https://doi.org/10.56279/jhss.v12i2.341
Emmanuel Ilonga

Corresponding Author(s) : Emmanuel Ilonga

ilonga@ymail.com

Journal of Humanities & Social Science (JHSS), Vol. 12 No. 2 (2023)

Abstract

This inquiry stems from the scarcity of research on linguistic landscape particularly
on the intersection between physical landscape, business fairs, and languages in Dar
es Salaam. Essentially, it discusses the complexities of linguistic signs at the Dar es
Salaam International Trade Fair (DITF) in Tanzania. The central purposes are
grounded in the roles of information and symbolism, power dynamics, group
identities, language policies, and rationale for the use of specific languages at the
fair. Photographic method was employed in the generation of data. The analysis of
data was framed in line with informational and symbolic frameworks, and
structuration principles. The findings unveil the superiority of Kiswahili and English
over other languages, which serve both informational and indexical roles. The
linguistic signs illustrate the identities of the makers. The rationale for using
Kiswahili, English, Chinese, Japanese; and the absence of ethnic community
languages has been justified. Fundamentally, the linguistic signs at the exhibitions
converge and deviate from the established language policies. Given the absence of
the ethnic languages in the fairgrounds, this article calls for inclusivity in the
competitive nature of languages in public spaces.
Keywords: 

Keywords

Dar es Salaam International Trade Fair, ethnic community languages, informational and symbolic frameworks, linguistic landscape, structuration principles.
Language Contest in the Linguistic Landscape of Sabasaba International Trade Exhibitions in Dar es Salaam, Tanzania. (2024). Journal of Humanities & Social Science (JHSS), 12(2). https://doi.org/10.56279/jhss.v12i2.341
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Language Contest in the Linguistic Landscape of Sabasaba International Trade Exhibitions in Dar es Salaam, Tanzania. (2024). Journal of Humanities & Social Science (JHSS), 12(2). https://doi.org/10.56279/jhss.v12i2.341
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