A critical analysis of the public signage of the commercial and non-commercial signs in Eenhana town, Ohangwena region
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Date
2025
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University of Namibia
Abstract
This study analysed the public signage of commercial and non-commercial signs in
Eenhana Town, Ohangwena Region. The linguistic landscape of Eenhana Town, situated
at the core of the Ohangwena Region in Namibia, presents a complex and insufficiently
explored issue in current scholarship. The primary challenge lies in the visual
representation of linguistic diversity through public signage, particularly concerning the
coexistence of official and indigenous languages. Despite constitutional provisions such
as Article 3(1) of the Namibian Constitution designates English as the language of official
communication in Namibia, there remains a conspicuous absence of specific policies
addressing the linguistic landscape in Namibia. The chief objective of the current enquiry
was to explore the nature of language(s) and linguistic forms used on billboards as part of
the linguistic landscape of Eenhana Town, in order to examine their communicative
potential to the target population as well as establish the attitudes of the target population
towards the linguistic landscape. A mixed-method approach was strategically employed,
synergising both qualitative and quantitative methodologies to achieve the comprehensive
goals of this study. A non-probability sampling approach was employed, acknowledging
the impracticality of examining the entirety of commercial as well as non-commercial
signage within Eenhana Town. The researcher purposively selected 20 signs, comprising
ten commercials as well an equal number of non-commercial signs (10) strategically
dispersed around the town. A total of fifteen sign readers from Eenhana were strategically
chosen through a snowball sampling technique. This research found that the language(s)
represented in the linguistic landscape inadequately reflect the authentic linguistic
practices observable in Eenhana. Furthermore, this investigation revealed that contrary to
the widespread belief that English functions as the principal professional language in
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Eenhana, speakers of indigenous languages encountered a considerable disadvantage due
to the overshadowing presence of English signage. There exists a compelling necessity
for an augmented representation of signage in indigenous languages. To promote
linguistic inclusivity, it is imperative for local authorities and stakeholders to actively
engage with the community, comprehending language preferences to guide policies that
honour diversity and acknowledge the intricate linguistic fabric
Description
A thesis submitted in partial fulfilment of the requirements for the Degree of Master of Arts in English Studies
Keywords
Attitudes, Commercial signage, Indigenous, Linguistic landscape, Public signage