A MELTING POT OF MALANG: LINGUISTICS LANDSCAPE OF MALANG

Corresponding Author: Milania Fitri Iwana, E-mail: milaniasyrf10@student.ub.ac.id ARTICLE INFO ABSTRACT Received: 11-08-2021 Accepted: 15-10-2021 Published: 30-10-2021 Volume: 5 Issue: 2 DOI: https://doi.org/10.33019/lire.v 5i2.123 There are numerous studies of linguistics landscape or study of texts in public spaces. However, study on the culinary sign is still rare in Indonesia. Thus, this paper explores the linguistics landscape of culinary signs around campus in Malang, East Java, Indonesia, the melting pot of cultures and languages. The research aims to analyze the form of language use and its function. The data collection is photographing culinary signs around three advanced campuses in Malang, namely the University of Brawijaya, State University of Malang, and the University of Muhammadiyah Malang. Qualitative descriptive was used in analyzing the data. The results showed that Indonesian, English, and Javanese are the most frequent languages used in culinary banners or storefronts and other foreign languages (Japanese, Korean, Arabic, Malay) and vernaculars (Sundanese, Banjarese, Minangnese). It was found that the Malang culinary linguistics mirrored the taste and service of the store. Furthermore, foreign languages are becoming a way to go global and known by college students who most like modernization. The use of Javanese also acts as a symbol of maintaining the cultural heritage of Javanese people.

; and public services (Purnanto and Ardhian, 2020; Ardhian et al., 2021) to mention but a few. So far the researchers have concerned, the linguistics landscape related to culinary in Indonesia has been studied by several researchers (Pamuji and Khristianto, 2018; . For example, Pamuji and Khristianto (2018) investigated the linguistics landscape of the culinary center along Jalan Soeharto which has become one of the city's destinations in Purwokerto. On the other hand,  studied the linguistics landscape of stalls and restaurants of halal food in five districts in Malang.
Thus , considering the fact that researches on culinary linguistics landscape is still less explored, this study delved into culinary linguistics landscape. It is of the importance to conduct culinary In the sociolinguistics domain, several past studies have addressed the issue of linguistics landscape, such as research on storefront signage, especially in the food and beverages business or can be called culinary signs, as mentioned previously. However, research on culinary (stalls, restaurants, café) storefront signage around the campus area has never been conducted. Campuses in Malang is one of interesting points where study on linguistics landscape particularly the culinary signs can be investigated considering the fact that campus area may reveal certain linguistics characteristics which is worth to be explored one of which because Malang is regarded as a place where a lot of delicious food are available so it is dubbed as a culinary paradise in East Java (Universitas Katolik Widya Karya, 2021). The current study is focused on the surrounding campus area in Malang which is frequently targeted by prospective students for college. Therefore, to fill the gap from previous studies mentioned above, the researcher of this recent study aims to observe the linguistics landscape on the products or brands of culinary storefront signage around the campus area in Malang and how those signs function in terms of information and symbols. By studying this, theoretically the results of the study will contribute to the body of knowledge concerning the theory of linguistics landscape and practically the results will give extensive yet vivid description on the practice of bilingualism and multilingualism in the society.

Linguistics Landscape
Linguistics landscape (hereafter LL) is the study of public signage (place name, business name, street name, public traffic signs, billboards, and on public signs on government buildings) or defined as the language used or written in a given location, region, territory, and community urban as public signs that have a similar meaning to linguistic market, linguistic mosaic, ecology of languages, diversity of languages, and the linguistic situation, which reflected the group's power and status by providing a symbolic and traceable information function (Landry and Bourhis, 1997;Gorter, 2006;Akindele, 2011;Andriyanti, 2019;Ardhian et al., 2021). However, a study done by Shohamy (2011) has highlighted the need to go beyond this description and including images, sounds, drawings, and movement, under current multimodality theories, which later limited by Wang (2015) by claiming that the term is defined by how researchers collect the signs as data. As stated by Landry and Bourhis (1997), LL has two purposes, which are informative and symbolic.
In the informational function, language serves as a distinguishing factor between speakers from various places with distinct languages, such as the street naming system (Amos, 2015). While in symbolic function, languages are directly tied to the portrayal of a group's ideals, status, and identity.

Previous Studies
As mentioned above, some studies are similar to recent research conducting LL research in the culinary branch. The first one is the study done by Pamuji and Khristianto in 2018 with the title "A Linguistics Landscape in Purwokerto: Power and Solidarity Stand Strong in a Culinary Center." This study looked at the linguistics landscape along the Jalan Soeharto in Purwakerto, where people use banners or others signage as marketing tools for their food brands, which later was displaying phenomena of monolingual, bilingual, or multilingual. It was found that a person's name, an origin area, and English term were used as the brands' p roducts with the purpose of selling. Additionally, using a person's name has a sense of solidarity and closeness to the local people, which makes the customers feel familiar. As for the use of the area of origin's name served as a source of authority that guaranteed the food sold in their place is the same flavor as it is in its place of origin. At the same time, the use of English in the name of products or brands showed that it has a sense of prestigiousness and good quality. The data was in the form of pictures of signs, banners, or similar media of culinary storefronts, such as café, food stalls, and restaurants, taken around those three campuses using photography techniques. The researcher collected the data until the data was saturate d or there are no new data found. Then the collected data was analyzed using the Linguistics Landscape design, which includes what language is used, the form of language use in terms of monolingualism, bilingualism, or multilingualism, as well as the information and symbolic functions.

RESULTS AND DISCUSSION
The data was collected in mid-June 2021, and it took three days to be saturated. The researcher collected as many as 262 data of names of cafes, food stalls, and restaurants and its products' names in the form of the photograph around three campuses in Malang, namely the University of Brawijaya, State University of Malang, and the University of Muhammadiyah Malang.

The Languages used in Culinary signs around Campuses in Malang
The researcher listed languages that used in culinary signs surround campuses from the collected data. The findings showed that there are ten languages used on culinary storefront signage around campuses in Malang, which are Indonesian, English, Javanese, Japanese, Sundanese, Banjarese, Minangnese, Arabic, Korean, and Malay, which are presented in Figure 1 below.

Figure 1. The Distribution of Language Used in Culinary Signs Around Campuses in Malang
Based on the figure above, there are three dominant languages used in culinary signs around Malang campuses: Indonesian, Javanese, and English. It was found that the Indonesian language is the most frequently used language for culinary signs around campuses in Malang. This occurs because Bahasa Indonesia is the national language of Indonesia, which can be used on every occasion as an oral or written language. The second most frequently used language is English, which is the international language that is of ten used in education and business commerce. Then the third most frequently used language is Javanese, the ethnic language used by people in Java island. As the largest ethnic group in Indonesia, Javanese's local language still stands strong despite   Finally, the least used pattern in culinary signs is the multilingual pattern (8%). The frequently used monolingual pattern of culinary signs is presented in Table 1. Indonesia in their storefront signage as a marketing tool to attracts customers. The second most frequently used language in the monolingual pattern is English (8,02%). This happens because many students come from places outside of Malang, even some international students come to continue their study, and English as the global language covers wider than Indonesian, which is also often used in education. Furthermore, as Pamuji and Khristianto (2018) stated, by using English for the shop fronts or the display, it gives off prestigious, trustworthy, and has a good quality of products. However, in Indonesia, English is still considered a foreign language; thus, not all levels of society can understand the language even though most college students would.
Japanese is the third most frequently used language in the monolingual pattern on culinary signs around campuses. Japanese is relatively high (1,53%) because globalization has led to the entry of foreign cultures, including its culinary and the business owner may want to convey through their banners or any other form of signage that they served Japanese cuisine. However, Javanese was mentioned as the third major language that tends to be used in culinary signs; surprisingly, it cannot be found in its monolingual form. This happens because the campus area is filled with Javanese natives and people from other regions with other vernacular languages, such as Madurese, Sundanese, and Banjarese. The business owners also considered that not every student could understand Javanese, which may hamper the selling strategy; thus, they would rather not use it in monolingual form. Below is the example of each monolingual pattern culinary sign taken around campuses in Malang.  b), the owner used English in the monolingual form to get the modernized sense as a strategy for marketing. As in example (c), the sign used the word "Hodai," which is Japanese in the monolingual form that means "all you can" in English to show that the store is focusing on selling all you can eat Japanese cuisine.
As for the bilingual pattern, the researcher found eleven types of them, which consist variety of languages, namely Bahasa Indonesia, English, Javanese, Japanese, Sundanese, Banjarese, Minangnese, Arabic, Korean, and Malay. Those types are presented in the table below. Although the bilingual pattern of culinary signs around campuses in Malang has much variety of languages, Indonesian, English, and Javanese are still the three major languages used in naming cafes, stalls, or restaurants, as shown in Table 2. Two types of bilingual patterns frequently used are Ind + Java (21,37%), which hold the highest frequency, followed by Ind + Eng (16,41%).
The presence of Ind + Java showed that people tend to be more comfortable using bilingual Bahasa Indonesia and Javanese than monolingual Javanese, which was not found. However, Eng + Java (1,15%) is the fourth frequently used by business owners. Using the three major languages, the business owner's marketing strategy through storefront signage might be more effective than using any language. This is because it embraces both local and international students. The third frequently used type of bilingual pattern is Ind + Sundanese (1,91%). Another vernacular was used outside Javanese is Sundanese because both languages have a close relation. Javanese is coming from East Java, while Sundanese is from West Java. Therefore, the business owner who used Sundanese in their signage might target college students from the west part of Java, which is a customers. Below are the examples of four bilingual pattern types that are frequently used. In example (a), the banner mostly used Bahasa Indonesia and the Javanese word "Godog," which means "boiled" in English. (b) the sign used Bahasa Indonesia as the store's name; however, some English words are also used, such as "delivery" and "lounge." In e xample (c), the banner mostly consists of Bahasa Indonesia; however, there is a Sundanese word "Mang" that is often used to called merchant. The word "Mang" means "Uncle" in English. Example (d) showed the use of two languages, English and Javanese, in a word. The word "Swiwings" consists of the Javanese word "suwiwi" which means "wing," which later followed after.
Another types of bilingual pattern are, Ind + Arabic (0,76%), Ind + Banjarese (0,38%), Ind + Minangnese (0,38%), Ind + Jap (0,38%), Eng + Jap (0,38%), Eng + Korean (0,38%), and Eng + Malay (0,38%). Indonesia contains the largest Muslim population in the world, wh ich is symbolized by the use of the Arabic language in daily life, which has become a marginal language; thus, the bilingual pattern of Bahasa Indonesia and Arabic is the presence (Ardhian et al., 2021;. Since Malang has many immigrants, the city contains people from other islands in Indonesia; Borneo and Sumatra could also be some of them. The people who transfer to Malang have different purposes, such as earning a living or continuing their studies. Thus, the use of vernaculars Banjarese and Minganese by the business owners might be because they want to earn a living through selling food which its recipe they brought from their hometown and portrayed the genuine flavor as it is to the customer. The figures below presented exam ples of bilingual pattern types. In example (a), the word "Kedai" is Bahasa Indonesia, while "Assalãmu'alaikum" is an Arabic word that means greetings in English. Example (b) mostly consists of Bahasa Indonesia; however, there is a Banjarese word "Abah," which means "father." Example(c), it consist of Bahasa Indonesia and Minangnese, which are identified by the word "pamudo" or "youth" in English.
Based on the results, three languages were found outside the country, namely, Japanese, Korean, and Malay. Indonesia and Malaysia are derived f rom the same language Austronesian language, which is Malay. However, Malay ended as the official and national language in Malaysia. Therefore, it does not rule out that Malay is used in storefront signage. As for Japanese and Korean language used in culinary signs occur because the business owner might target customers of college students who like Japanese culture and Korean culture and like to taste the countries' cuisine. Furthermore, as of today, many teenagers like anime from Japan and K -Pop culture. Below are the examples of bilingual pattern types.  The multilingual signs found in this study mostly consist of three languages. According to the table, the frequently used languages in the multilingual pattern is Ind + Java + Eng (6,12%).
(2021) stated that bilingual and multilingual is a collaborative action of languages joint their forces in public settings; thus, using multiple languages in a single text denotes the uniting forces to show their existence. The following are the four types of bilingual patterns. In example (a), the banner used three languages, which are Bahasa Indonesia, English showed with the word "crispy," and Javanese with the word "simbok." Example (b) the banner is mostly used in Bahasa Indonesia; however, it also consists of Javanese with the word "geprek" and Sundanese with the word "sae." Example (c) showed the use of Arabic with the word "Laziza," which means good taste, the use of Bahasa Indonesia, and Javanese with the wo rd "rame-rame." Finally, example (d) consists of Bahasa Indonesia, English with the use of the word "food," Banjarese with the word "kindai" or "storage of rice." The examples of the multilingual pattern of culinary signs are shown in the figures below. Based on the analyzed results, the data on this study is the representation of the language situation around campus in Malang. The linguistics landscape of culinary signs in Malang uses mainly Indonesian, English, and Javanese. However, there are several vernaculars such as Banjarese, Minangnese, and Sundanese. Moreover, Arabic, Japanese, Korean, and Malay were found throughout the data collection. This happens because Malang is a melting pot of culture and language. Not only students who come to Malang but also tourists and immigrants, come from various ethnicities but also represent the origin of the cuisine.

Preserving Traditional Heritage
Through naming their storefront banners and or some media, many owners used Javanese as a symbol of maintaining the cultural sustainability of the traditional heritage of Javanese, as can be shown through the name bakmie godog, which is boiled noodles cooked with spices typical of Javanese cuisine. The word godog is a Javanese word that means "rebus" (boiled). Therefore, by using the name of Javanese cuisine in the banner, the owner might want to show that he sells the traditional Javanese noodle cuisine and its origin taste, also at the same time to preserve the cultural value in the global culture.
Another example that has the purpose of maintaining culture is the word Simbok. It is the term for mother in Javanese; most children in Java island used to call their mother with the word Simbok. The word can deliver the sense of food that is like being cooked by your mother. The owner wants to convey the sense of being in a family from eating their food. Furthermore, family in Javanese culture is a place where spontaneous eagerness to support others grows, which later, the family members' relationships are meant to be built on love and affection (Adhtiya, 2015).
The owners' awareness of using the Javanese language in their storefront banners is considered an action to introduce cultural values to their customers, which are the college students as the young generation (Rochayanti et al., 2014). Moreover, since Javanese is the language used in daily communication among Java society, the older generation hopes that intro ducing Javanese to youth might maintain the cultural heritage.
The recent research study findings are similar to the previous studies done by Pamuji and Khristianto (2018) and . Both studies found that Indonesian, English, and Javanese are the most frequently used in a culinary signs. Those languages are more dominant than any other language because Indonesia is the national language. English is a foreign language that can act as a bridge of globalization. Javanese is one of the vernaculars used in daily communication among Javanese people.
However, there is some difference in some aspects of the recent study's results with the previous study, particularly the study conducted in Purwokerto culinary center. The previous study focused on the power and solidarity point of view based on the perspective of the linguistics