Abstract

LL has been used to promote socio-cultural product (artifacts) in the public sphere either through commercial or public signages.This paper intends to discuss Linguistic Landscape (LL, henceforth) from the perspective of its function as linguistic choices and as robust strategy to show socio-cultural identities.What is of special interest of the paper regarding to LL relates to its function in reflecting social and cultural dynamics of the society in communicating their ideas.In order to have comprehensive perspective of the linguistic landscape, the data of this paper were taken from various location around Mataram representing commercial ads in culinary and cultural events as well as public/official signage issued by the government on public spheres (drug abuse, public traffic regulations signage).The focus is especially given on the representation of local epithets in the signages.The trend shows that the LL has been maximally elaborated to promote and foreground the content of local richness and the trends toward informal, collegial, solidarity creating between the governmental bodies and the public.

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