LINGUISTIC LANDSCAPE OF CAFETERIAS AND RESTAURANTS IN YOGYAKARTA: A STUDY OF INFORMATIONAL AND SYMBOLIC FUNCTIONS

Mugayatsyah Bahraen, NIM.: 21101050018 (2025) LINGUISTIC LANDSCAPE OF CAFETERIAS AND RESTAURANTS IN YOGYAKARTA: A STUDY OF INFORMATIONAL AND SYMBOLIC FUNCTIONS. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research examines the linguistic landscape of cafes and restaurants in Yogyakarta, focusing on the use of English in their signage to understand how language functions as both an informational and a symbolic tool that reflects social and cultural dynamics. Using a qualitative-descriptive approach, this research collected data from 25 establishments across five different public areas: universities, Islamic boarding schools, shopping centers, tourist areas, and transportation areas. The findings indicate that all signs analyzed are "bottom-up" signs created by private business owners, where the socio-cultural context of the location heavily influences their function. In shopping centers and transportation areas, signage tends to be more informational, providing efficient clarity about the products. The findings indicate that all signs analyzed are "bottom-up" signs created by private business owners, where the socio-cultural context of the location heavily influences their function. In shopping centers and transportation areas, signage tends to be more informational, providing efficient clarity about the products. Conversely, in university and tourist areas, naming highlights a stronger symbolic function, using creative language to attract specific audiences and build a modern identity. Meanwhile, in the Islamic boarding school area, naming tends to be simpler and more neutral, reflecting cultural sensitivity and respect. This research concludes that the use of English on signage is a deliberate and strategic choice, not only for functional purposes but also to project an image of modernity, cosmopolitanism, and brand power. This ultimately contributes to a deeper understanding of how language shapes public spaces and cultural identity in a constantly changing urban environment.

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