International Journal of Language & Linguistics

Linguistic Landscape of Salon and Barbershop Signages in Nyamagana District: Revelations on Language Choice
Savio L. Francis, Eustard R. Tibategeza

Abstract
This study investigated language choice as embodied on salon and barbershop signboards of the Nyamagana District, Mwanza – Tanzania, focusing on the prevailing language employed, the location of the signage, and gendered patterns of language use. Guided by the Language Choice Theory and adopting a qualitative approach, the study examined the linguistic landscape of these enterprises and customers' attitudes towards the adopted language. Data were collected through direct observation of signages and in-depth qualitative interviews with 20 informants: five salon owners, five barbershop owners, and ten clients (five from each setting). The findings show that signages are predominantly located at the front of shops and on adjacent walls and serve as visible linguistic zones of contact with potential clients. Kiswahili was the most widely used language in salons and barbershops, followed by English. However, this choice may unintentionally exclude customers who are not proficient in Kiswahili, potentially limiting customers’ accessibility. These trends demonstrate how language use aligns with assumed gender tastes, social identity, and target market. The study concludes that while the current signage practices are designed to attract consumers, the exclusive reliance on a specific language, particularly English, in barbershops, is bound to restrict access by Kiswahili-dominant speakers. It recommends promoting bilingual signage and applying a national language policy for public signs to enhance inclusivity, ease communication, and ensure equal accessibility to services in gendered spaces.

Full Text: PDF