Linguistic landscape as symbolic construction of the public space: A case study of Mandume Ndemufayo Street, Ongwediva commercial and non-commercial signs, 2017-2018

Abstract

The present study through a multimodality approach aims at analysing the language used on signage, the placement and various designs by different designers and explored the practice of multilingualism within Mandume Ndemufayo’s signage. The study employed the qualitative method for flexibility in order to capture the “subtle nuances” that occurred during the investigation. It involved collecting evidence of signage by walking along Mandume Ndemufayo in the physical space, and photographing most of the signs that are defined by the relevant characteristics of the study such as language, images, colours and sizes of the signs. The public signage of Mandume Ndemufayo Street, Ongwediva, was analysed and interpreted within the researcher’s individual frame of reference. The study concluded that the real language practices of Namibians are reflected on commercial and non-commercial signs, which also reveals the designers’ power and identity. Finally, the study concludes that a multimodality approach is needed to study signs in Namibia as images and colours speak more about what words cannot express, and the design and placement of signage conveys the message.