Language Used in Business and Service Signs in the Business Areas, at Municipality of Khon Kaen: A Linguistic Landscape Study
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Abstract
This study aimed to explore language traces, characters apparent, character occurrence, and language status shown on the business and service signs in business areas in the municipality of Khon Kaen. The data were collected by convenience sampling method from 759 signs around the Khon Kaen’s business areas.
The findings showed that English was mostly used in the trace of monolingual signs. Meanwhile, the Thai and Pali-Sanskrit languages were mostly used in the trace of multilingual signs. Thai characters were the most used among the various language characters. The single Thai characters were mostly apparent in the signs. It was noticeable that Thai and English languages held higher statuses than other languages due to English being the most frequently used in monolingual signs and that Thai was most frequently combined other languages in multilingual signs. Thai and English were the most common characters. It can be concluded that the Thai and English languages occupied a higher linguistic status other languages' appearing in business and service signs within Khon Kaen’s business areas. In the meantime, both Thai and English languages have become a medium of communication among customers to meet the service areas as much as possible, particularly to meet young customers’ needs with new, updated, and international quality signage.
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