Dialogic landscapes: Toward a nuanced understanding of globalization in urban Indonesian signage

Abstract

This article shows that a perspective rooted in Bakhtin's dialogism between the fixed centripetal and fluid centrifugal forces of language and culture is useful in achieving a nuanced understanding of globalization in general and semiotic landscapes in Indonesia in particular. Drawing on data from Indonesia, this article shows dialogic interconnections between fixed and fluid notions of languages and cultures through a multimodal and indexical analysis of governmental and commercial signage in the urban center of Semarang, the provincial capital of Central Java. The analysis highlights the nuanced localizing and globalizing strategies in signage and how dialogicity helps shape the semiotic landscape.