Campuscapes: Examining the Linguistic Landscapes of Bulacan Agricultural State College
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Published
Jun 21, 2024
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Abstract
This paper discusses the linguistic landscapes of Bulacan Agricultural State College. Linguistic landscape surveys public signage and how they are perceived and utilized among encoders and their intended audience. The data were gathered through the collection of photographs taken within the vicinities of the College campuses, and through interviews among encoders and decoders of messages presented by public signage. The study assessed language use through place semiotics including code preference, inscription, and emplacement that revealed how public signs are written in English and Tagalog. The dominance of English is reflected on how both encoders and decoders utilized the language as opposed to Tagalog and other Filipino language. Perceptions on English as the language of the educated class emerged as a reason why it holds superior language status. The materials used which are dominantly metal and papers exhibit how the encoders classified their public sign. Public signs made of metals contain policies and information that are expected to last for a period of time while public signs made of paper reflect the changing regulations and the need for fast information dissemination. Placement of the public signs have various meanings apart from the meaning the written texts intend to communicate. Most public signage were categorized as top-down and/or official as they are created and posted by administrators of the institution, thus, reflecting their authority within campuses. Referential function is the most common language function used by the encoders so as to label various areas and objects located within the college vicinities. These findings implied how both encoders and decoders have varying perspectives on the importance of language preference, inscription, and emplacement, thus, contributing to the spread, acceptance, and value of different languages existing within the college’s space.
Keywords: Linguistic Landscapes, Signage, Place Semiotics, Campuscapes
References
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Cao, H., Liu, Y., & Chen, H. (2022). Mapping the Linguistic Landscape in a Chinese University. Open Access Library Journal, 9, e9585. https://doi.org/10.4236/oalib.1109585
Cheng, S. (2022). A Comparative Study of Tagalog and Mandarin Greetings. International Journal of Education and Humanities, 5(1), 146-150. https://doi.org/10.54097/ijeh.v5i1.1959
De Los Reyes, R. A. (2014). Language of “Order”: English in the Linguistic Landscape of Two Major Train Stations in the Philippines. Asian Journal of English Language Studies, 2, 20-42. https://doi.org/10.59960/2.a2
Eclipse, A., & Tenedero, P. P. P. (2018). The Linguistic Landscape of Manila Central Post Office: A Macro-linguistic Analysis. Asian Journal of English Language Studies, 6, 158-178. https://doi.org/10.59960/6.a6
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Manalatas, N. E. L. (2022). The Good and the Bad: The Social Role and Position of English in the Philippines. UP Working Papers in Linguistics, 1(1), 211-214.
Manalatas, N. E. L. (2023). Prestige, Language Politics, and the Walled City: An Exploratory Study of the Linguistic Landscape of Intramuros, Manila. SocArXiv, 2023, 1-27. https://doi.org/10.31235/osf.io/6ywd2
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Nasir, H. Z., Lodhi, M. A., & Anwar, S. (2019). Textual and Semiotic Analysis of the Linguistic Landscapes in Government and Private Schools. Sumerianz Journal of Education, Linguistics and Literature, 2(11), 93-103.
Nurcahyo, R., Apriliani, F., Muslim, E., & Wibowo, A. D. (2019). The Analysis of the Implementation of 5-S Principles Integrated with ISO 9001 Requirements at Higher Education Level. SAGE Open, 9(3), 1-10. https://doi.org/10.1177/2158244019870773
Qiannan, M. (2012). Research on the Translation of Public Signs. English Language Teaching, 5(4), 168-172. http://doi.org/10.5539/elt.v5n4p168
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Trinidad, J. E. (2018). Researching Philippine Realities: A Guide to Qualitative, Quantitative, and Humanities Research. Philippines: Ateneo de Manila University Press.
Tupas, R., & Lorente, B. P. (2014). A ‘New’ Politics of Language in the Philippines: Bilingual Education and the New Challenge of the Mother Tongues. In P. Sercombe, & R. Tupas (Eds.), Language, Education and Nation-building (pp. 165–180). London: Palgrave Macmillan. https://doi.org/10.1057/9781137455536_9
Villanca, A. A., Binayao, B. S., Caterial, M. Z., & Ablanque, V. C. (2020). Assessing the Vision, Mission, Goals, and Objectives of a State University in Southern Philippines. International Journal of Innovative Science and Research Technology, 5(10), 189-194. Retrieved from https://ijisrt.com/assessing-the-vision-mission-goals-and-objectives-of-a-state-university-in-southern-philippines
Wang, J.-J. (2015). Linguistic Landscapes on Campus in Japan – A Case Study of Signs in Kyushu University. Intercultural Communication Studies, 24(1), 123-144.
Waris, A. M. (2012). Code Switching and Mixing (Communication in Learning Language). Jurnal Dakwah Tabligh, 13(1), 123-135.
Bauer, C., Dohmen, P., & Strauss, C. (2011). Interactive Digital Signage - An Innovative Service and Its Future Strategies. In 2011 International Conference on Emerging Intelligent Data and Web Technologies, Polytechnic University of Tirana, Tirana, Albania, 7-9 September 2011 (pp. 137-142). USA.: Conference Publishing Services (CPS). https://doi.org/10.1109/EIDWT.2011.29
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. International Journal of Multilingualism, 3(1), 7-30. https://doi.org/10.1080/14790710608668383
Braun, V., & Clarke, V. (2013). Successful Qualitative Research: A Practical Guide for Beginners. London: SAGE Publishing.
Cao, H., Liu, Y., & Chen, H. (2022). Mapping the Linguistic Landscape in a Chinese University. Open Access Library Journal, 9, e9585. https://doi.org/10.4236/oalib.1109585
Cheng, S. (2022). A Comparative Study of Tagalog and Mandarin Greetings. International Journal of Education and Humanities, 5(1), 146-150. https://doi.org/10.54097/ijeh.v5i1.1959
De Los Reyes, R. A. (2014). Language of “Order”: English in the Linguistic Landscape of Two Major Train Stations in the Philippines. Asian Journal of English Language Studies, 2, 20-42. https://doi.org/10.59960/2.a2
Eclipse, A., & Tenedero, P. P. P. (2018). The Linguistic Landscape of Manila Central Post Office: A Macro-linguistic Analysis. Asian Journal of English Language Studies, 6, 158-178. https://doi.org/10.59960/6.a6
Finocchiaro, M., & Brumfit, C. (1983). The Functional-notional Approach: From Theory to Practice. New York: Oxford University Press.
Gorter, D. (2006). Introduction: The Study of the Linguistic Landscape as a New Approach to Multilingualism. International Journal of Multilingualism, 3(1), 1-6. https://doi.org/10.1080/14790710608668382
Gorter, D., & Cenoz, J. (2008). Knowledge about Language and Linguistic Landscape. In N. H. Hornberger (Ed.), Encyclopedia of Language and Education, Volume 6: Knowledge about Language, Section 4: Knowledge about Language, Bilingualism and Multilingualism (2nd ed., pp. 2090-2102). Boston, MA: Springer. https://doi.org/10.1007/978-0-387-30424-3_160
Griffin, E. (2011). First Look at Communication Theory (8th ed.). USA.: McGraw-Hill Education.
Guo, Y., & Zhao, B. (2021). The Discourse Communication Function of Urban Linguistic Landscape. In Proceedings of the 2020 International Conference on Language, Communication and Culture Studies (ICLCCS 2020), Advances in Social Science, Education and Humanities Research, Volume 537 (pp. 86-89). China: Atlantis Press. https://doi.org/10.2991/assehr.k.210313.016
Im, J.-H. (2023). The Linguistic Landscape as an Identity Construction Site of a United States’ Higher Educational Institution in the Time of COVID-19. Education as Change, 27, 1-26. https://doi.org/10.25159/1947-9417/11405
Jacobs, G. M., & Kline Liu, K. (1996). Integrating Language Functions and Collaborative Skills in the Second Language Classroom. TESL Reporter, 29, 21-33.
Jazul, M. E. M. A., & Bernardo, A. S. (2017). A Look into Manila Chinatown’s Linguistic Landscape: The Role of Language and Language Ideologies. Philippine Journal of Linguistics, 48, 75–98. Retrieved from https://www.pjl-phil.com/article/2017/48/maria-eena-maxine-a.-jazul-%26-alejandro-s.-bernardo
Jonyo, B. O., Ouma, C., & Mosoti, Z. (2018). The Effect of Mission and Vision on Organizational Performance within Private Universities in Kenya. European Journal of Educational Sciences, 5(2), 15-33. https://doi.org/10.19044/ejes.v5no2a2
Juanzo, C. J. M. (2022). The Construction of Public Space through Language. International Journal of Linguistics and Translation Studies, 3(3), 113-124. https://doi.org/10.36892/ijlts.v3i3.197
Juni, S., & Gross, J. S. (2008). Emotional and Persuasive Perception of Fonts. Perceptual and Motor Skills, 106(1), 35–42. https://doi.org/10.2466/pms.106.1.35-42
Landry, R., & Bourhis, R. Y. (1997). Linguistic Landscape and Ethnolinguistic Vitality: An Empirical Study. Journal of Language and Social Psychology, 16(1), 23–49. https://doi.org/10.1177/0261927X970161002
Lyons, A. (2016). Multimodality. In Z. Hua (Ed.), Research Methods in Intercultural Communication: A Practical Guide (pp. 268-280). New Jersey: Wiley-Blackwell. https://doi.org/10.1002/9781119166283.ch18
MacSwan, J. (2020). Academic English as Standard Language Ideology: A Renewed Research Agenda for Asset-based Language Education. Language Teaching Research, 24(1), 28-36. https://doi.org/10.1177/1362168818777540
Manalatas, N. E. L. (2022). The Good and the Bad: The Social Role and Position of English in the Philippines. UP Working Papers in Linguistics, 1(1), 211-214.
Manalatas, N. E. L. (2023). Prestige, Language Politics, and the Walled City: An Exploratory Study of the Linguistic Landscape of Intramuros, Manila. SocArXiv, 2023, 1-27. https://doi.org/10.31235/osf.io/6ywd2
Mu’in, F., Kamal, S., Indriani, S., & Al-Arief, Y. (2019). Sociolinguistics: A Language Study in Sociocultural Perspectives. Banjarmasin, Indonesia: Jurusan Pendidikan Bahasa dan Seni, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Lambung Mangkurat.
Nasir, H. Z., Lodhi, M. A., & Anwar, S. (2019). Textual and Semiotic Analysis of the Linguistic Landscapes in Government and Private Schools. Sumerianz Journal of Education, Linguistics and Literature, 2(11), 93-103.
Nurcahyo, R., Apriliani, F., Muslim, E., & Wibowo, A. D. (2019). The Analysis of the Implementation of 5-S Principles Integrated with ISO 9001 Requirements at Higher Education Level. SAGE Open, 9(3), 1-10. https://doi.org/10.1177/2158244019870773
Qiannan, M. (2012). Research on the Translation of Public Signs. English Language Teaching, 5(4), 168-172. http://doi.org/10.5539/elt.v5n4p168
Rodriguez, M. C. G. (2016). The Stories We Tell Each Other: Using Technology for Resistance and Resilience Through Online Narrative Communities. In S. Y. Tettegah, & Y. E. Garcia (Eds.), Emotions, Technology, and Health (pp. 125-147). USA.: Academic Press. https://doi.org/10.1016/B978-0-12-801737-1.00007-X
Scollon, R., & Scollon, S. W. (2003). Discourses in Place: Language in the Material World. London: Routledge.
Tedick, D. J. (Ed.). (2002). Proficiency-oriented Language Instruction and Assessment: A Curriculum Handbook for Teachers (CARLA Working Paper Series). Minneapolis, MN: University of Minnesota, The Center for Advanced Research on Language Acquisition. Retrieved from https://carla.umn.edu/articulation/handbook.html
Trinidad, J. E. (2018). Researching Philippine Realities: A Guide to Qualitative, Quantitative, and Humanities Research. Philippines: Ateneo de Manila University Press.
Tupas, R., & Lorente, B. P. (2014). A ‘New’ Politics of Language in the Philippines: Bilingual Education and the New Challenge of the Mother Tongues. In P. Sercombe, & R. Tupas (Eds.), Language, Education and Nation-building (pp. 165–180). London: Palgrave Macmillan. https://doi.org/10.1057/9781137455536_9
Villanca, A. A., Binayao, B. S., Caterial, M. Z., & Ablanque, V. C. (2020). Assessing the Vision, Mission, Goals, and Objectives of a State University in Southern Philippines. International Journal of Innovative Science and Research Technology, 5(10), 189-194. Retrieved from https://ijisrt.com/assessing-the-vision-mission-goals-and-objectives-of-a-state-university-in-southern-philippines
Wang, J.-J. (2015). Linguistic Landscapes on Campus in Japan – A Case Study of Signs in Kyushu University. Intercultural Communication Studies, 24(1), 123-144.
Waris, A. M. (2012). Code Switching and Mixing (Communication in Learning Language). Jurnal Dakwah Tabligh, 13(1), 123-135.
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How to Cite
MARCELO, Eiffel N..
Campuscapes: Examining the Linguistic Landscapes of Bulacan Agricultural State College.
Journal of Community Development Research (Humanities and Social Sciences), [S.l.], v. 17, n. 2, p. 55-71, june 2024.
ISSN 2985-0231.
Available at: <https://www.journal.nu.ac.th/JCDR/article/view/Vol-17-No-2-2024-55-71>. Date accessed: 30 june 2025.
doi: https://doi.org/10.14456/jcdr-hs.2024.13.