การศึกษาบทบาทของภาษาอังกฤษในการกำหนดภูมิทัศน์ทางภาษาศาสตร์: กรณีศึกษาป้ายข้อความในจังหวัดเชียงใหม่

Abstract

This study investigated the role of English as represented in signs in urban Chiang Mai, and explored English as used by government and nongovernment establishments for communication purposes and examined the linguistic landscape (LL) functions in the target areas. Over 600 signs were initially counted from three groups of places in the city. The study employed quantitative and qualitative methods for data collection and analysis. The research instrument was an LL sign analysis form. The results showed that the majority of the bilingual signs were English-Thai, while, English-Chinese-Thai formed the majority of the multilingual signs. Both official and nonofficial signs were mostly English-Thai. The main LL functions are information transmission and commercial functions. Moreover, the fragmentary writing strategy was the main choice of written style to convey the sign owner’s intention. The international identity is the majority identity embedded in signs. The findings suggest that English is increasingly becoming part of public sign usage in Thailand. These signs are also important in the distribution of information and the transmission of commercial interests. English on the signs containing fragmental translation signifies as a tool for partially communicating with audiences to inform the available products or services. Additionally, it seems likely that the Thai society in Chiang Mai gradually absorbed various international identities. It is possible to conclude that the number of signs containing English plays two prospective roles in shaping the LL in Chiang Mai city. Firstly, English serves as a tool for communicating with wider audiences who understand English both Thais and non-Thais. Secondly, English is used to represent the prestige values for presenting international and modernity atmosphere and sustainably maintaining the Thai uniqueness.

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