A sociolinguistic investigation into the linguistic landscape of Windhoek’s Mandume Ndemufayo and Independence Avenue streets, Namibia

Abstract

This study used a case study technique to evaluate the practice of multilingualism within the Independence Avenue and Mandume Ndemufayo's signage, the language used on signage, as well as the placement and range of designs developed by distinct designers. For flexibility, the qualitative method was employed to capture the "subtle subtleties" that happened during the inquiry. One of the landscape aspects included; the developer of commercial and non-commercial signs, research of signs, and recurring language. Other elements interpreted how businesses arrange and place signage to display or communicate their message, as well as the resolution settings used to specify the inclusion and exclusion of minority languages. The study uncovered the linguistic policy practice of reproducing and creating signage on Independence Avenue and Mandume Ndemufayo Streets. While walking along and through Independence Street and Mandume Ndemufayo's physical space, the researcher struggled to gather proof of signage, photographing most of the signs that were described through relevant research characteristics such as languages used descriptions, colours, and sign sizes. The public signs on Independence Avenue and Mandume Ndemufayo Street in Windhoek were analysed and translated by the researcher. The study discovered that commercial and non-commercial signage reflects Namibians' everyday linguistic practices, reflecting the designers' authority and identity. Finally, the study recommends that in order to learn more about Namibian signs, an interpretivist approach is required, because words, colours, and fonts communicate more effectively, and the structure and location of signage relay the message.