A Model for Analyzing the Linguistic Landscape of Shop Signs in Kirkuk, Iraq

This study explores the linguistic landscape of shop signs on Al-Muhafadha Street in Kirkuk, Iraq. An eclectic model, combining frameworks established by Scollon & Scollon (2003) and Reh (2004), is employed to analyse a sample of (115) shop signs. This model offers a comprehensive approach by capturing both linguistic (code preference) and visual aspects (sign characteristics) of the signs.

The research investigates the interplay between language, cultural identity, and commercial practicality in attracting customers. The analysis considers the dominant languages used, multilingual combinations, and visual elements of the signs. Additionally, potential factors influencing language choices, such as the surrounding demographics and the types of businesses on the street, are explored.

The analysis of shop signs on Al-Muhafadha Street in Kirkuk, Iraq, reveals a fascinating linguistic landscape shaped by a unique interplay of languages and communication strategies. Here is a summary of the essential findings and areas for further exploration:

Monolingual Landscape:

Dominant Languages: A significant majority (68.7%) of shop signs are monolingual, with Arabic (54.4%) and English (45.6%) nearly equally represented also, the absence of Kurdish and Turkish monolingual signs.

Multilingual Presence:

Catering to a Diverse Clientele: Despite the monolingual majority, a noteworthy 31.3% of signs utilise multiple languages. This indicates a segment of shop owners recognising the value of catering to a broader customer base or promoting inclusivity.

Multilingual Communication Strategies:

Duplicating for Clarity: Duplicating signs (44.4%) are the most popular style for multilingual communication, ensuring each language is presented clearly and separately.

Fragmentary Signs: Fragmentary signs (36.1%) are also prevalent, suggesting space constraints or a focus on specific elements in different languages.

Language Preferences in Multilingual Signs:

Arabic-English Dominance: A substantial majority (88.9%) of multilingual signs combine Arabic and English, reinforcing the trend observed in monolingual signs. This suggests a potential focus on catering to both Arabic and English-speaking customers.

Limited Use of Other Languages: Kurdish and Turkish appear minimally (around 8%) in multilingual combinations, aligning with the overall data.

This research contributes to a deeper understanding of the role language plays in shaping Kirkuk's commercial identity and the diverse communication strategies employed by businesses on Al-Muhafadha Street.