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

Authors

Emmanuel Ilonga, Dar es Salaam University College of Education University of Dar es SalaamFollow

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.

Recommended Citation

Ilonga, Emmanuel (2023) "Language Contest in the Linguistic Landscape of Sabasaba International Trade Exhibitions in Dar es Salaam, Tanzania," Journal of Humanities and Social Sciences: Vol. 12 : No. 2 , Article 3.
Available at: https://doi.org/10.56279/jhss.v12.i2.2