Language, Identity, and Modernity: A Case of Hotel Images in Karawang City, Indonesia

Abstract

This study aims to reveal the image of hotels in the City of Karawang as the identity of modern industrial areas and linguistic landscape studies. In this research, a descriptive qualitative methodology is employed. Techniques for data collection rely on photographic documentation and visual analysis. Based on the distribution of language choices and the function of the linguistic landscape, the findings of this study indicate that English predominates the linguistic landscape in hotels in Karawang City. Therefore, the position of the Indonesian language is diminished. Using English on signboards, directory signs, food and beverage menus, and other special facilities contributes to the modern image of hotels in Karawang City. There are two functions of the linguistic landscape of hotels in Karawang City: informational and symbolic. The information function informs the hotel’s name and the completeness of the facilities, cleanliness, and comfort. Likewise, the symbolic function of the linguistic landscape of hotels in Karawang City symbolizes industrialization and modernity.

Keywords

• image
• hotel
• karawang city
• linguistic landscape
• modern identity