Power and Branding: Language Commodification of Tourist Resorts

Asrofin Nur Kholifah(1), Ika Maratus Sholikhah(2), Erna Wardani(3),
(1) Universitas Jenderal Soedirman, Central Java  Indonesia
(2) Universitas Jenderal Soedirman, Central Java  Indonesia
(3) Universitas Jenderal Soedirman, Central Java 

Corresponding Author
Copyright (c) 2021 Humanus

DOI : https://doi.org/10.24036/humanus.v20i1.111026

Full Text:    Language : en

Abstract


Exploitation of language in commercial sector is inexorable. Language does not only work to articulate meaning but also to send and build image. In this sense, language has been commodified. This fact becomes more obvious in tourism industry in which language plays vital role to construct brand as well as to reach targeted profit. Based on these premises, this research aims to unravel the phenomenon of language commodification in Baturraden Tourism areas within the framework of Linguistic Landscape. The descriptive qualitative research was conducted through observation, documentation and interview. Data in the forms of photographs were gathered to be analyzed and interpreted to capture the language commodification manifested in the selected areas. The analysis shows that language commodification is materialized through the use of Indonesian, English and Javanese. English serves a dominant language in this tourism industry. Most tourist destinations prefer using English to Indonesian as national language to label their place. The issue of branding therefore becomes obvious to elevate the market and effectively attract the visitors. English, rather than functions as referential meaning, serves economic functions. Here, English is more powerful than other given languages. English offers higher prestige, modernity and promising brand to be beneficial for this industry. Then, Javanese is maintained to introduce the history or local legend as well as to bring the sense of authenticity.

Keywords


language commodification, branding, power

References


Akindele, D. O. (2011). Linguistic Landscapes as Public Communication: A Study of Public Signage in Gaborone Botswana. International Journal of Linguistics, 3(1), 39. https://doi.org/10.5296/ijl.v3i1.1157

Ardi, H. (2018). Local Language Maintenance in Translating English Text. JEELL (Journal of English Education, Linguistics and Literature), 5(1), 101. https://doi.org/10.32682/jeell.v5i1.980

Aribowo, E. K., Rahmat, & Arif Julianto Sri Nugroho. (2018). Aancangan analisis bahasa di ruang publik: Studi lanskap linguistik Kota Surakartadalam mempertahankan tiga identitas. Semiloka Dan Deklarasi Pengutamaan Bahasa Negara, 8(2), 1–8. https://doi.org/https://doi.org/10.31227/osf.io/qa5p8

Asfina, R., & Ovilia, R. (2017). Be proud of Indonesian cultural heritage richness and be alert of its preservation efforts in the global world. Humanus: Jurnal Ilmiah Ilmu-Ilmu Humaniora, 15(2), 195. https://doi.org/10.24036/jh.v15i2.6428

Badan Pusat Statistik. (2021). Jumlah Pengunjung Obyek Wisata di Kabupaten Banyumas. Badan Pusat Statistik.

Barni, M., & Bagna, C. (2009). A mapping technique and the linguistic landscape. In E. Shohamy & D. Gorter (Eds.), Linguistic Landscape: Expanding the Scenery. Routledge.

Ben-Rafael, E., Shohamy, E., Amara, M. H., & Trumper-Hecht, N. (2006). Linguistic Landscape as Symbolic Construction of the Public Space: The Case of Israel. In D. Gorter (Ed.), Linguistic Landscape: A New Approach to Multilingualism (1st ed., pp. 7–30). Multilingual Matters Ltd.

Block, D. (2017). What on earth is‘language commodification.

Blommaert, J. (2003). Commentary: A sociolinguistics of globalization. Journal of Sociolinguistics, 7(4), 607–623. https://doi.org/10.1111/j.1467-9841.2003.00244.x

Cenoz, J., & Gorter, D. (2006). Linguistic landscape and minority languages. International Journal of Multilingualism, 3(1), 67–80. https://doi.org/10.21832/9781853599170-005

Cohen, E. (1988). Authenticity and Commoditization in Tourism. Annal of Tourism Research, 15(1), 371–386. https://doi.org/10.1111/j.1745-6592.2010.01279.x

Creswell, J. W. (2009). Research design: Qualitative, quantitative, and mixed methods approaches. Research Design Qualitative Quantitative and Mixed Methods Approaches, 3rd, 260. https://doi.org/10.1016/j.math.2010.09.003

Dewi, U. P. (2017). Commodification of language in globalization context: Global and local interconnection of English valuing in Indonesian magazine advertisement. Advanced Science Letters, 23(1), 562–565. https://doi.org/10.1166/asl.2017.7255

Erikha, F. (2018). Konsep Lanskap Linguistik Pada Papan Nama Jalan Kerajaan (Râjamârga): Studi Kasus Di Kota Yogyakarta. Paradigma, Jurnal Kajian Budaya, 8(1), 38–52. https://doi.org/10.17510/paradigma.v8i1.231

Heller, M. (2010). The commodification of language. Annual Review of Anthropology, 39, 101–114. https://doi.org/10.1146/annurev.anthro.012809.104951

Heller, M., Pujolar, J., & Duchêne, A. (2014). Linguistic commodification in tourism. Journal of Sociolinguistics, 18(4), 539–566. https://doi.org/10.1111/josl.12082

Jamzaroh, S. (2019). The language attitude of culinary entrepreneurs in Banjarmasin. Humanus: Jurnal Ilmiah Ilmu-Ilmu Humaniora, 18(2), 208–223. https://doi.org/10.24036/humanus.v18i2.107171

Law No 24 on The National Flag, Language, Emblem and Anthem, (2009).

Leeman, J., & Modan, G. (2010). Selling the city: Language, ethnicity and commodified space. In E. Shohamy, E. Ben-Rafael, & M. Barni (Eds.), Linguistic Landscape in the City (pp. 182–198). Multilingual Matters Ltd. https://doi.org/10.21832/9781847692993-012

Meekaew, N., & Srisontisuk, S. (2012). Proceedings-Management, Agroindustry and Tourism Industry-004 4 th International Conference on Humanities and Social Sciences Chiangkhan: Cultural Commodification for Tourism and its Impact on Local Community. 4th International Conference on Humanities and Social Science, 1–8.

Rabiah, S. (2012). Language as a Tool for Communication and Cultural Reality Discloser. 1st International Conference on Media, Communication and Culture “Rethinking Multiculturalism: Media in Multicultural Society", 1–11. https://doi.org/10.31227/osf.io/nw94m

Tan, P. K., & W.;Rubdy, R. (2008). Language as Comodity: Global Structure, Local Marketplace (1st ed.). Continuum International Publishing Group.

Watson, G. L., & Kopachevsky, J. P. (1994). Interpretations of tourism as commodity. Annals of Tourism Research, 21(3), 643–660. https://doi.org/10.1016/0160-7383(94)90125-2

Wee, L. (2008). Linguistic Instrumentalism in Singapore. In R. Tan, Peter K.W.;Rubdy (Ed.), Language as Commodity Global Structures, Local Marketplaces (1st ed., pp. 31–43). Continuum International Publishing Group.

Widiyatno, E. (2019). Baturraden Masuk Nominasi API Award 2019. Republika.


Article Metrics

 Abstract Views : 421 times
 PDF Downloaded : 168 times

Refbacks

  • There are currently no refbacks.




Copyright (c) 2021 Humanus

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.