Heteroglossia in The Implementation of Language Policy on Campus Public Signs

I Made Suta Paramarta; Ketut Artawa; Made Sri Satyawati; Ketut Widya Purnawati; Putu Eka Dambayana Suputra; Putu Ayu Prabawati Sudana

doi:10.26499/bahasa.v7i2.1292

Heteroglossia in The Implementation of Language Policy on Campus Public Signs

I Made Suta Paramarta, Ketut Artawa, Made Sri Satyawati, Ketut Widya Purnawati, Putu Eka Dambayana Suputra, Putu Ayu Prabawati Sudana

Abstract

This study aims, first, to analyze the realization of centripetal, centrifugal, and blurring forces in the implementation of language policies on campus public signage in Bali. Second, it seeks to map the positioning of national and regional language policies through the lens of heteroglossia. This research adopts a qualitative approach with a descriptive method. The subjects of the study include campus outdoor signs, campus management representatives, and students who were selected purposively. The study was conducted at five campuses in Bali, namely, Universitas Pendidikan Ganesha (UPG), Universitas Panji Sakti (UPS), STAHN Mpu Kuturan (MK), Monarch Singaraja (MS), and H.I Singaraja (HIS). Data were collected through observations, including photographing all campus public signs, and conducting interviews with campus management representatives and students. The data were analyzed using a descriptive-interpretative method. The study finds that centripetal and centrifugal language forces are evident in campus public signs through the utilization of particular languages. Indonesian, as the national language, strongly represents the centripetal force. Meanwhile, foreign languages such as English and regional languages like Balinese and Old Javanese signify the centrifugal force. These forces converge in blurring areas, where Indonesian, foreign languages, and regional languages are used simultaneously on the same public signs. The interaction between the centripetal and centrifugal forces is also evident in national and regional language regulations that support heteroglossia in campus public signage.

Abstrak

Penelitian ini bertujuan, pertama, untuk menganalisis realisasi daya sentripetal, sentrifugal, dan kekaburan dalam implementasi kebijakan bahasa pada tanda luar ruang publik di lingkungan kampus di Bali. Kedua, kajian ini bertujuan untuk memetakan posisi kebijakan bahasa nasional dan daerah melalui perspektif heteroglosia. Pendekatan yang dipakai adalah pendekatan kualitatif dengan metode deskriptif. Subjek penelitian ini meliputi tanda luar ruang kampus, perwakilan manajemen kampus, dan mahasiswa yang dipilih secara purposif. Penelitian dilakukan di lima kampus di Bali, yaitu Universitas Pendidikan Ganesha (UPG), Universitas Panji Sakti (UPS), STAHN Mpu Kuturan (MK), Monarch Singaraja (MS), dan H.I Singaraja (HIS). Data dikumpulkan melalui observasi, termasuk memotret semua tanda luar ruang kampus, dan melakukan wawancara dengan perwakilan manajemen kampus dan mahasiswa. Data dianalisis menggunakan metode deskriptif-interpretatif. Penelitian ini menemukan bahwa daya bahasa sentripetal dan sentrifugal terlihat jelas pada tanda luar ruang publik kampus melalui penggunaan bahasa-bahasa tertentu. Bahasa Indonesia, sebagai bahasa nasional, merepresentasikan daya sentripetal. Sementara itu, bahasa asing, terutama bahasa Inggris, dan bahasa daerah seperti bahasa Bali dan Jawa Kuno menunjukkan daya sentrifugal. Kedua daya ini bertemu di area kekaburan, di mana bahasa Indonesia, bahasa asing, dan bahasa daerah digunakan secara bersamaan pada tanda luar ruang publik yang sama. Interaksi antara daya sentripetal dan sentrifugal juga terlihat pada peraturan bahasa nasional dan daerah yang mendukung heteroglosia pada tanda luar ruang kampus.

Keywords

Blurring; campus linguistic landscape; centrifugal; centripetal; heteroglossia

Full Text:

PDF

References

Artawa, K., Mulyanah, A., Atmawati, D., Paramarta, I. M. S., Satyawati, M. S., & Purnawati, K. W. (2023). Language Choice and Multilingualism on Restaurant Signs: A Linguistic Landscape Analysis. International Journal of Society, Culture and Language, 11(3), 258–271. https://doi.org/10.22034/ijscl.2023.2007382.3106

Artawa, K., Mulyawan, I. W., Satyawati, M. S., & Erawati, N. K. R. (2020). Balinese in Public Spaces (A Lingustic Landscapes Study in Kuta Village). Journal of Critical Reviews, 7(7), 6–10. https://doi.org/10.31838/jcr.07.07.02

Artawa, K., Paramarta, I. M. S., Mulyanah, A., & Atmawati, D. (2023). Centripetal and Centrifugal Interconnection on Hotel and Restaurant Linguistic Landscape of Bali, Indonesia. Cogent Arts & Humanities, 10(1), 1—26. https://doi.org/10.1080/23311983.2023.2218189

Artawa, K., & Sartini, N. W. (2019). Linguistic Landscapes: A Study of Human Mobility and Identity Change. In Urban Studies: Border and Mobility (pp. 165–172). Routledge. https://doi.org/10.1201/9780429507410-26

Astawa, I. G., Budiarsa, M., & Simpen, I. W. (2018). Power and Ideology Revealed in The Awig-awig (Customary Law) Text of Tenganan Pegringsingan Village: Critical Ecolinguistic Study. International Journal of Linguistics, 10(5), 45-60. https://doi.org/10.5296/ijl.v10i5.13656

Bailey, B. (2012). Heteroglossia. In M. Martin-Jones, A. Blackledge, & A. Creese (Eds.), The Routledge Handbook of Multilingualism (pp. 499–507). Routledge: Taylor and Francis Group.

Blackledge, A., & Creese, A. (2014). Heteroglossia as Practice and Pedagogy. In A. Blackledge & A. Creese (Eds.), Heteroglossia as Practice and Pedagogy (Vol. 20, pp. 1–20). Springer. https://doi.org/10.1007/978-94-007-7856-6_1

Bruyèl-Olmedo, A., & Juan-Garau, M. (2020). Coexisting Varieties of English in the Linguistic Landscape of Tourism: the Bay of Palma. Journal of Multilingual and Multicultural Development, 41(2), 157–174. https://doi.org/10.1080/01434632.2019.1606226

Budiadnya, P. (2018). Tri Hita Karana dan Tat Twam Asi sebagai Konsep Keharmonisan dan Kerukunan. Widya Aksara, 23(2), 1—8.

Busch, B. (2014). Building on Heteroglossia and Heterogeneity: The Experience of a Multilingual Classroom. In A. Blackledge & A. Creese (Eds.), Heteroglossia as Practice and Pedagogy (Vol. 20, pp. 21–40). Springer. https://doi.org/10.1007/978-94-007-7856-6_2

Foster, M., & Welsh, A. (2021). English Usage in the Linguistic Landscape of Balikpapan’s Main Thoroughfares. Indonesia and the Malay World, 49(145), 448–469. https://doi.org/10.1080/13639811.2021.1959162

Gorter, D. (2006). Further Possibilities for Linguistic Landscape Research. In Linguistic Landscapes: a New Approach to Multilingualism (Vol. 44, Issue 1, pp. 80–85). Elsevier Inc. https://doi.org/10.1016/j.linged.2017.10.001

Jin, Y. (2023). Planning of Linguistic Landscape in Ecological Tourism Attractions from the Perspective of Language Ecology. Tourism Management and Technology Economy, 6(6), 28–32. https://doi.org/10.23977/tmte.2023.060604

Kimambo, G., & Mdukula, P. (2024). The Linguistic Landscape of Tourism Sites in Arusha, Kilimanjaro, and Manyara. Cogent Arts & Humanities, 11(1), 1—20, 2370676. https://doi.org/10.1080/23311983.2024.2370676

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

Language Development and Guidance Agency of Indonesia. (2016). KBBI Daring. KBBI Daring; Kementerian Pendidikan Kebudayaan Riset dan Teknologi Republik Indonesia. https://kbbi.kemdikbud.go.id/entri/pura

Lin, E. (2024). Language and tourism in Cambodia: A Multi-Case Study of the Linguistic Landscape in Phnom Penh Hotels. Asian Englishes, 26(2), 475–497. https://doi.org/10.1080/13488678.2023.2251754

Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis: A Method Sourcebook (3rd ed.). Sage Publication Inc.

Mulyawan, I. W. (2017a). Glocalization of Balinese Language as Outdoor Sign in Desa Adat Kuta Bali. International Journal of Education, 10(1), 82-87. https://doi.org/10.17509/ije.v10i1.5042

Mulyawan, I. W. (2017b). Linguistics Landscapes : Commercial Outdoor Sign in Kuta Bali. 9(2), 1–9. https://doi.org/10.5296/ijl.v9i1.10761

Mulyawan, I. W. (2021). Maintaining and Revitalising Balinese Language in Public Space. Indonesia and the Malay World, 49(145), 481–495. https://doi.org/10.1080/13639811.2021.1910356

Mulyawan, I. W., & Artawa, K. (2021). Words and Images of Covid-19 Prevention (A case study of Tourism New Normal Protocols Signs). Cogent Arts & Humanities, 8(1), 1-11. https://doi.org/10.1080/23311983.2021.1965713

Paauw, S. (2009). One Land, One Nation, One Language: An Analysis of Indonesia’s National Language Policy (H. Lehnert_LeHouillier & A. B. Fine (eds.); Vols. 5, No. 1, pp. 2–16). University of Rochester Working Papers in the Language Sciences. https://www.sas.rochester.edu/cls/assets/pdf/working/Paauw.pdf

Padet, I. W., & Krishna, I. B. W. (2018). Falsafah Hidup dalam Konsep Kosmologi. Genta Hredaya, 2(2), 37–43.

Pastika, I. W. (2020). Bahasa dan Aksara Daerah di Ranah Publik Pasca-UU RI No . 24 Th 2009 : Kajian Linguistik Forensik. In I. W. Mulyawan, M. S. Satyawati, I. N. Suparwa, K. Artawa, & M. M. Banda (Eds.), Prosiding Seminar Nasional Bahasa Ibu (SNBI XII) (Issue 24, pp. 36–43). Udayana University Press.

Permanadeli, R., Purwo, B. K., & Sukamto, K. E. (2016). Posisi Bahasa Daerah, Bahasa Indonesia, dan Bahasa Inggris di Lima Kota Besar di Indonesia. Kongres Internasional Masyarakat Linguistik Indonesia (KIMLI) 2016 “Menggali Kekayaan Bahasa Nusantara,” 13–14.

Prayitno, U. S. (2016). Ajeg Bali dan Modal Sosial: Studi Sosiologi Terhadap Perubahan Sosial Masyarakat Bali. Aspirasi, 7(2), 113–126.

Reh, M. (2004). Multilingual writing: A Reader-Oriented Typology-With Examples from Lira Municipality (Uganda). International Journal of the Sociology of Language, 170(170), 1–41. https://doi.org/10.1515/ijsl.2004.2004.170.1

Rovira, J. M. S. (2025). Beyond Words: Navigating Lisbon’s Linguistic Landscape in the Era of Mass Tourism and Migration. Journal of Language and Social Psychology, 1–33. https://doi.org/10.1177/0261927X251339207

Sakhiyya, Z. (2020). Reviving the language at risk: a social semiotic analysis of the linguistic landscape of three cities in Indonesia. International Journal of Multilingualism, 20(2), 1—19. https://doi.org/10.1080/14790718.2020.1850737

Scollon, R., & Scollon, S. W. (2003). Discourses in Place. In Discourses in Place: Language in the Material World. Routledge. https://doi.org/10.4324/9780203422724

Shohamy, E. (2006). Language Policy: Hidden agendas and new approaches (1st ed.). Routledge: Taylor and Francis Group.

Spolsky, B. (2004). Language policy. Language Policy, 1989, 1–250. https://doi.org/10.1017/CBO9780511615245

Stroud, C., & Mpendukana, S. (2010). Multilingual Signage: A Multimodal Approach to Discourses of Consumption in a South African Township. Social Semiotics, 20(5), 469–493. https://doi.org/10.1080/10350330.2010.513174

Tamtomo, K., & Goebel, Z. (2022). Dialogic landscapes: Toward a nuanced understanding of globalization in urban Indonesian signage. Journal of Sociolinguistics, 1–22. https://doi.org/10.1111/josl.12604

Thurlow, C., & Jaworski, A. (2011). Tourism Discourse: Languages and Banal Globalization. Applied Linguistics Review, 2(2011), 285–312. https://doi.org/10.1515/9783110239331.285

Trumper-Hecht, N. (2010). Linguistic Landscape in Mixed Cities in Israel from the Perspective of “Walkers”: The Case of Arabic. In E. Shohamy, E. Ben-Rafael, & M. Barni (Eds.), Linguistic Landscape in the City (pp. 220–235). Multilingual Matters.

Wang, J.-J. (2015). Linguistic Landscape on Campus in Japan-A Case Study of Signs in Kyushu University. Intercultural Communication Studies, 24(1), 123–144. http://studentjournal.umpo.ac.id/index.php/edupedia/article/view/299

Wang, J. (2016). Multimodal Narratives in SIA’s “Singapore Girl” TV Advertisements–From Branding with Femininity to Branding with Provenance and Authenticity? Social Semiotics, 26(2), 208–225. https://doi.org/10.1080/10350330.2015.1092277

Wang, J., & Liang, Z. (2024). Indexical Order and Language Ideology in the Linguistic Landscape of Tourism in Hong Kong: Chungking Mansions and its surroundings. Chinese Semiotic Studies, 20(2), 273–295. https://doi.org/10.1515/css-2024-2019

DOI: https://doi.org/10.26499/bahasa.v7i2.1292