The glocalization of English in the Pakistan linguistic landscape

Abstract

This study surveys the linguistic landscape in a particular area of Pakistan, and explores the use of languages, and the pervasiveness of English in the localized non‐Roman script. Although English functions as a foreign language for most Pakistanis, it occurs extensively in signage in public places. Following the analysis of multiple data sources such as interviews of businesspeople and photographs of private signboards/billboards, wall advertisements, roadside signposts and posters, the results suggest that Englishized Urdu and Urduized English predominate in the linguistic landscape, while local/indigenous languages remain completely absent.

Multilingual advertising in the linguistic landscape of Seoul

“…When it comes to marketability in the linguistic landscape, English is often mentioned as ‘an economic and commercial commodity’ (Manan et al., , p. 660). However, this study argues that other languages, particularly Japanese and Chinese, also serve as marketable languages in signage in South Korea.…”

“…Similarly, in their discussion of the predominant presence of English in the Pakistani linguistic landscape, Manan et al. () comment on the trend of English being represented ‘in the localized non‐Roman script’, for example, Urdu or Arabic/Persian script (p. 645). The term ‘Miss Lee’ (pronounced ‘Missuri’) is a remnant of an old Korea in which an unmarried female office worker was addressed by the title ‘Miss’ followed by their last name.…”

“…On the other hand, Inagawa () suggests that English expressions on Japanese posters and in advertising texts are not simply ‘decorative or attention‐grabbing devices’; they do ‘have functional purposes or persuasive effects in the form of wordplay, engaging the audience in thought‐provoking ways and conveying messages in an effective and pun‐like manner’ (p. 16). As for other reasons why English is used, Pakistani business owners, in a study by Manan, David, Dumanig, and Channa (), characterize English as a (1) modern language; (2) fashionable language; and (3) local language which provides ‘linguistic richness’ and ‘attractiveness’ and sometimes compensates for ‘inexpressiveness of Urdu and other languages’ (p. 656). Manan et al.…”

“…Manan et al. () discuss English as ‘a brand signifier’, ‘a cosmetic vehicle’, ‘an economic and commercial commodity’, and ‘a flexible communicative resource’ in their study on the Pakistan linguistic landscape (pp. 659–661).…”

“…For example, Pakistani business owners in the study by Manan et al. () value ‘the flexibility of the English language’, which enables them to ‘provide meaningful description to every modern technological product/service’ (p. 661).…”